Brandwave

Gusto vs Square Payroll:Which is more popular?

In September 2026, Gusto had more branded searches than Square Payroll among payroll software in the United States. Gusto had about 39,900 branded searches, while Square Payroll had 9,900. Gusto made up 12.8% of all payroll software searches we track, and Square Payroll accounted for 3.2%. When we asked ChatGPT and Google AI Overviews about payroll software, Gusto appeared in all five answers and Square Payroll in three. Gusto was mentioned before Square Payroll in every answer.

Among payroll software in the United States in September 2026

Who do people search for more?

Gusto, about 4 searches for every 1 for Square Payroll

Gusto 39.9K searchesSquare Payroll 9.9K searches

Who does AI mention more?

Gusto, mentioned in every answer we collected

Gusto in 5 of 5Square Payroll in 3 of 5

Who does AI recommend more?

Gusto, named ahead of Square Payroll in every answer

Gusto first in 5Square Payroll never first

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Top payroll software in ChatGPT and Google AI Overviews

In three ChatGPT questions and two Google AI Overviews, Gusto appeared in all five answers. Square Payroll was mentioned in three out of five: in two of the three ChatGPT answers and in one of the two Google AI Overviews. Gusto was listed before Square Payroll in every answer.

Most recommended by AI

Brands get a higher ranking if they are mentioned earlier in the answers.

  1. Gusto1st
  2. OnPay2nd
  3. QuickBooks Payroll3rd
  4. Patriot Software4th
  5. RUN Powered by ADP5th
  6. Rippling6th
  7. Square Payroll7th
  8. Paychex8th
  9. Deel9th

Mentioned by AI

Each dot is one answer, filled in when that answer mentions the brand.

  • Gusto5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • Patriot Software5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • OnPay5 of 5Named in 3 of 3 ChatGPT answersNamed in 2 of 2 Google answers
  • QuickBooks Payroll4 of 5Named in 3 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Square Payroll3 of 5Named in 2 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • RUN Powered by ADP2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Rippling2 of 5Named in 2 of 3 ChatGPT answersNamed in 0 of 2 Google answers
  • Paychex2 of 5Named in 1 of 3 ChatGPT answersNamed in 1 of 2 Google answers
  • Deel1 of 5Named in 1 of 3 ChatGPT answersNamed in 0 of 2 Google answers

See every answer about payroll software

5 answers

Brands are shown in the order each answer named them. The survey took place in United States on October 19, 2026.

Is Gusto or Square Payroll more popular in search?

This chart shows how often people search Google for Gusto and Square Payroll by name. Each line represents a brand's share of searches for all nine payroll software we track, month by month, from searches in United States.

Gusto and Square Payroll among payroll software in the United States, by month

Share of searches by month for Gusto, Square Payroll. The figures are in the table below the chart.

View monthly share of searches table
MonthRUN Powered by ADPGustoPatriot SoftwareOnPayQuickBooks PayrollSquare PayrollRipplingDeelPaychex
Oct 202555.6%15.1%6.6%7.3%6.9%3.1%2.5%0.91%1.9%
Nov 202558.1%15.2%5.7%7.5%5.9%3.2%2.3%0.91%1.2%
Dec 202559.3%13.5%6.7%7.8%6%2.7%2.3%0.8%0.92%
Jan 202655.1%17.3%7.5%7.2%5.5%3%2.6%0.75%1%
Feb 202652.9%19%7.2%7%5.3%3.5%2.8%1.1%1.2%
Mar 202652.2%19.3%7.6%6.4%6%3.3%2.8%1.1%1.1%
Apr 202651.3%19.3%8%6.8%6.3%3.4%2.8%1%1.2%
May 202652.9%18.1%7.7%6.9%6.6%2.9%2.7%1.4%0.79%
Jun 202655.8%17.5%7.3%7%5.3%2.9%2.6%0.92%0.73%
Jul 202656.3%15.2%7.5%7.1%6.7%3%2.5%0.95%0.78%
Aug 202656.4%14.6%7.2%7.4%7%3.1%2.3%1.1%0.78%
Sep 202657.4%12.8%9%7.5%5.8%3.2%2.6%0.99%0.79%

How has the Gusto and Square Payroll comparison changed over the last 12 months?

3 findings

How did search popularity change for United States payroll software in September 2026?

1 change

  1. In September 2026, Gusto lost share of searches among payroll software in the United States, from 14.6% to 12.8%.

How are branded searches counted?

29 search terms

Brandwave collects information about searches that people make online using Gusto’s and Square Payroll’s names. When viewed over time, estimated search volumes for these branded terms can be used to understand whether interest in the brands is growing, holding steady, or fading.

Gusto

28 branded search terms

  • gusto accounting software
  • gusto app
  • gusto benefits
  • gusto company
  • gusto contractor
  • gusto embedded payroll
  • gusto for payroll
  • gusto hr
  • gusto hr software
  • gusto international contractors
  • gusto pay
  • gusto paycheck
  • gusto payment
  • gusto payroll
  • gusto payroll app
  • gusto payroll company
  • gusto payroll processing
  • gusto payroll provider
  • gusto payroll services
  • gusto payroll software
  • gusto payroll solutions
  • gusto payroll system
  • gusto platform
  • gusto software
  • gusto time clock
  • gusto time tracking
  • gusto timetracking
  • gusto zen payroll

Square Payroll

1 branded search term

  • square payroll

How the Brand Demand Index is measured

Other head-to-heads among payroll software

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