How Does Google Make Money? Tech Giant’s Revenue Breakdown

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Google, through its parent company Alphabet, is a tech giant thanks to its dominance over advertising and other segments such as hardware sales and subscription-based services.

Thanks to the vision unveiled at Google I/O, it’s likely to become even more gargantuan.

Its multimodal artificial intelligence (AI) model, Gemini, is rolling out to become deeply linked to Google Services and appear in search engine results. This will likely boost Google’s revenue streams thanks to stronger user engagement.

So, how does Google make money exactly?

This article examines Google’s business model and major revenue streams and discusses its challenges, including privacy concerns and fierce competition.

Key Takeaways

  • Google’s main source of income is advertising. It makes most of its money from ads on Google Search, YouTube, and partner sites.
  • Besides advertising, Google earns money from selling hardware like Pixel smartphones and Nest devices, Google Play (app sales and in-app purchases), YouTube subscriptions, and cloud services.
  • Google’s future growth plans include a strong focus on AI development with the Gemini project and expanding its cloud services.
  • Google faces criticism over privacy concerns and antitrust issues.
  • It competes with major tech companies like Amazon, Microsoft, Apple, and Meta.

Google’s Business Model

Google’s advertising comprises the majority of its revenue, allowing the company to offer many of its services to users for free. However, there are other aspects that go into its business model. Here’s a quick overview of its business strategy and different revenue streams:


Advertising Revenue

  • Core Strategy: Advertising helps Google achieve its mission of organizing the world’s information and making it universally accessible and useful.
  • Primary Revenue Source: Advertising is Google’s primary revenue source, coming from selling ad spaces on Google Search, Maps, and YouTube. Advertisers pay Google to display their ads to potential customers.
  • Partner Sites: Google also sells ad space on partner sites and apps, sharing the revenue with these partners. This helps support various websites and creators.

Advertising Revenue of Google, 2001-2023

Non-Advertising Revenue Sources

Alphabet’s Financials

So, how much money does Google have in 2024? Alphabet, Google’s parent company, released its latest financial report for the first quarter of 2024, showing growth across its major segments.

Google’s annual revenue continues to show impressive growth year over year.

Here are the financial highlights:

  • Total Revenues: $80.5 billion (+15% compared with Q1 2023)
  • Operating Income: $25.5 billion (+47% compared with Q1 2023)
  • Net Income: $23.7 billion (+57% compared with Q1 2023)

So, to answer how much money Google makes a year, we can view the total Google annual revenues from 2004 to 2023 for your comparison.

Alphabet’s Key Business Segments

1. Google Services

Google Services make up the majority of Alphabet revenue, encompassing Google advertising and Google subscriptions, platforms, and devices. The Google profit margin in these services has increased over the years.

  • Google Services Revenue: $70.4 billion in Q1 2024 (+14% compared with Q1 2023)
  • Google Services Operating Income: $27.9 billion in Q1 2024 (+29% compared with Q1 2023)

2. Google Cloud

Google Cloud is the second-largest segment of Google’s revenue streams, focused on providing cloud computing services to consumers and businesses alike. This significant segment helps determine how much is Google worth in the market today.

  • Google Cloud Revenue: $9.6 billion in Q1 2024 (+28% compared with Q1 2023)
  • Google Cloud Operating Income: $900 million in Q1 2024 (+371% compared with Q1 2023)

3. Other Bets

Part of the Google business model is its Other Bets. These are a combination of multiple, smaller segments that, on their own, are not really material in terms of revenue. The majority of revenues actually come from the sales of healthcare-related services and internet services.

  • Other Bets Revenue: $495 million (+72% compared with Q1 2023)
  • Other Bets Operating Loss: $1.0 billion (-17% compared with Q1 2023; meaning that there was a reduction in loss).

How Does Google Make Money? Revenue Breakdown

Top Revenue Streams


A huge part of Google’s income is advertising, which includes several key components. Here’s the Google revenue breakdown for advertising:

  • Ads (Google Search & Other Properties): These include ads displayed on Google’s search engine results pages as well as ads displayed on platforms like Google Maps, Gmail, and Playstore ($46.2 billion in Q1 2024; +14% compared with Q1 2023).
  • YouTube Ads: YouTube is one of Google’s subsidiaries that generate a substantial level of revenue, especially through advertising ($8.1 billion in Q1 2024; +21% compared with Q1 2023). 
  • Google Network Ads: These are ads placed on third-party websites and apps, where Google shares the revenue with the site owners ($7.4 billion in Q1 2024; -1% compared with Q1 2023). 

Google Subscriptions, Platforms, and Devices

This segment is another part of Google’s business model, making up part of the total Google Services ($8.7 billion in Q1 2024; +18% compared with Q1 2023).

  • Subscriptions: This is income from consumer-based services like YouTube Premium, YouTube Music, Youtube TV, NFL Sunday Ticket, and Google One.
  • Platforms: This is revenue generated from the Google Play store.
  • Devices: This is another one of the Google revenue streams, with devices like Pixel phones, Nest smart home devices, and Chromebooks.

Google Cloud

This Alphabet revenue stream concerns enterprise consumers specifically, representing the second-largest source of income after Google Services ($9.6 billion in Q1 2024; +28% compared with Q1 2023).

  • Cloud Services: This segment mostly makes money from usage-based fees and contracts for Google Cloud Platform services, Google Workspace tools for communication and teamwork, and other business services.

Other Bets & Hedging Gains

Other Bets are a collection of smaller divisions that, on their own, do not generate significant revenue ($495 million in Q1 2024; +72% compared with Q1 2023).

  • Revenue Sources: The majority of revenue is generated from the sale of healthcare-related services and internet services. This segment includes entities such as the internet service unit Google Fiber, health research company Verily, the research and development unit called X, the venture arm GV, and equity investment fund CapitalG.

Alphabet also benefits from financial hedging activities ($72 million in Q1 2024, down 14% from Q1 2023).

  • Impact on Revenue: Hedging activities mean that the company used financial tools to make up for the fact that changes in the value of the dollar hurt its sales, which led to a net gain. If these hedging actions hadn’t been done, changes in exchange rates could have caused Alphabet’s reported revenue to swing by bigger amounts. This is because Alphabet makes money in many different currencies around the world but reports its earnings in US dollars. This means that changes in exchange rates can affect how much its foreign earnings are worth in dollars.

Future Growth Plans

The latest financial report left some hints about Alphabet’s revenue growth plan. Here’s a breakdown of the expected Google business model for growth:

  1. Leadership in AI: Google has a clear focus on AI. The report details that teams from Google Research and Google DeepMind are being combined in order to progress even faster in making AI models. The AI model development teams that used to be part of Google Research in the Google Services segment will now be part of Google DeepMind and will be reported as part of Alphabet’s actions starting in the second quarter of 2024.
  2. Expansion of Cloud Services: The staggering growth noted in Q1 2024 compared with Q1 2023 (+28% in revenue, +371% in operating income) underlines the future. It’s clear that the company is focusing on expanding its enterprise solutions and thus becoming a bigger part of Google’s business model.
  3. Enhanced Financial Management: The report outlines that its operating margins have increased from 25% to 32%, highlighting effective cost management and smart investments.
  4. Diversification through Other Bets: Alphabet’s plan to diversify its services seems to be working out, especially given the notable increase in revenue and decrease in operating loss in Q1 2024 compared with Q1 2023 (+72% and -17%, respectively). It’s likely that Alphabet will continue to focus on these opportunities.

The Dark Side of Google: Controversies & Criticism

Google has come under fire for a number of things, facing significant scrutiny over various issues.

Privacy Concerns

Google’s business model revolves around collecting a huge amount of user data to target users with relevant ads and generate more money. However, the company has been heavily criticized for this practice, with people saying that the data collection is far too extensive and intrusive.

In fact, the company’s data practices have led to accusations of enabling mass surveillance, as people fear that their personal information can be misused or accessed by unauthorized parties.

Antitrust Issues

Since Google controls around 90% of the global search engine market, this has led to accusations of monopolistic behavior, with competitors and regulators urging the company to stop promoting its own products and services over those of others.

As a result, various lawsuits have been filed against Google for anti-competitive practices, namely by the EU and the US.

Business Practices

Google’s approach to content control has also generated controversy. Critics claim that its algorithms may lead to censorship or misinformation since the company’s judgments about which content to prioritize or eliminate significantly impact public discourse.

Furthermore, reports of discrimination, harassment, and retribution against employees have harmed Google’s reputation. Despite its reputation as a progressive workplace, these challenges point to deeper difficulties inside its corporate culture.


Google faces strong competition from several major tech giants across different sectors.

AmazonMicrosoftAppleMeta Platforms
  • Cloud Services: Amazon Web Services (AWS) is the leading player in cloud services, often outpacing Google Cloud in market share and revenue.
  • E-commerce: Amazon’s dominance in e-commerce also indirectly competes with Google’s advertising business, as it is a major platform for product searches.

  • Cloud Services: Microsoft Azure is another major competitor to Google Cloud, offering a wide range of cloud solutions.
  • Productivity Software: Microsoft Office 365 competes with Google Workspace in the productivity software market, both providing tools for business collaboration and communication.

  • Hardware: Apple’s strong presence in the hardware market with its iPhones, iPads, and Macs competes with Google’s Pixel phones and other hardware products.
  • App Store: The Apple App Store competes with the Google Play Store in the mobile app distribution space.

  • Digital Advertising: Meta is a major player in digital advertising, competing directly with Google Ads. Its social media platforms, including Facebook and Instagram, offer significant advertising opportunities for businesses.
  • Virtual Reality: Meta’s focus on the metaverse and virtual reality with products like the Meta Quest 4 could become a competitive area against Google’s similar technological advancements.

    The Bottom Line

    Google generates most of its revenue through advertising, primarily from its search engine, YouTube, and partner sites. The company also earns from hardware sales, Google Play, YouTube subscriptions, and cloud services.

    Despite its financial success, Google faces criticism over privacy concerns, antitrust issues, and its business practices. Competitors like Amazon, Microsoft, Apple, and Meta challenge Google across various sectors.


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    Maria Webb
    Technology Journalist
    Maria Webb
    Technology Journalist

    Maria is a technology journalist with over five years of experience with a deep interest in AI and machine learning. She excels in data-driven journalism, making complex topics both accessible and engaging for her audience. Her work is prominently featured on Techopedia, Business2Community, and Eurostat, where she provides creative technical writing. She holds a Bachelor of Arts Honours in English and a Master of Science in Strategic Management and Digital Marketing from the University of Malta. Maria's background includes journalism for, covering a range of topics from local events to international tech trends.