Google (Alphabet)
The source of most search-ad money, and the rule-maker whose policy changes can remake search arbitrage overnight.
Mountain View, California, USA · founded 1998 · ads.google.com
GOOGL NASDAQ
What Google (Alphabet) does
Google sells ads next to search results. Advertisers bid for keywords in Google Ads and pay when someone clicks. Most of those ads appear on Google itself, but Google also lends them to other websites through its search partner network and shares the money with the site owner. That lending programme is what the industry calls the Google feed.
The feed comes in a few forms. AdSense for Search puts Google's ads on a partner's own results page. Related Search on Content (RSOC) shows a block of related search terms on an article, and a click on a term opens a results page with ads. AdSense for Domains did the same job on empty parked domains.
Since 2024 Google has rewritten the rules. It first stopped opting new advertisers into parked domains, then in 2025 opted every advertiser out, and on 10 February 2026 removed parked domains from the network altogether. For RSOC it introduced Restricted Access Features in August 2025 and, from 1 November 2025, required publishers to pass the exact text of the ad that sent each visitor (the referrerAdCreative parameter). It also gave advertisers full placement reports for partner sites in August 2025.
How it makes money
Advertisers pay per click. On its own site Google keeps the whole amount; on partner sites it keeps a share and pays the rest to the partner as a revenue share.
Where it meets invalid traffic
Google filters invalid traffic before and after billing and credits advertisers for invalid clicks; partners feel this as a clawback. In April 2026 it added an invalid-activity credit report to Google Ads so advertisers can see those adjustments.
Products
- Google Ads
- AdSense for Search (AFS)
- Related Search on Content (RSOC)
- Custom Search Ads
- Search Partner Network
- Demand Gen
- Performance Max
- AI Overviews
Quarterly revenue
From SEC XBRL filings · latest quarter +24.2% year on yearQuarterly net income
| Fiscal year | 2021 | 2022 | 2023 | 2024 | 2025 |
|---|---|---|---|---|---|
| Revenue | $257.6B | $282.8B | $307.4B | $350B | $402.8B |
| Net income | $76B | $60B | $73.8B | $100.1B | $132.2B |
| Diluted EPS | $5.61 | $4.56 | $5.80 | $8.04 | $10.81 |
Earnings, explained
Alphabet Q2 revenue jumps 24%, Google Cloud up 82% as AI demand surges
Alphabet reported Q2 2026 revenue of $119.8 billion, up 24% year-over-year, marking its 12th straight quarter of double-digit growth. Net income available to common stockholders soared 298% to $112.1 billion, with diluted EPS rising 294% to $9.11. Google Cloud revenue accelerated 82% to $24.8 billion, driven by strong enterprise AI demand, while Google Services revenue grew 15% to $94.5 billion. The company announced quarterly dividends for both preferred and common stock.
These results highlight Alphabet's rapid growth in AI-driven cloud services and continued strength in its core advertising business. The surge in profits and revenue suggests robust demand for AI infrastructure and solutions, reflecting a healthy digital ad and enterprise tech market.
Latest Google (Alphabet) news
Search allCourt Rules Google’s AI Overviews Legal Despite Publisher Objections
A court has ruled in favor of Google, allowing its AI-generated overviews in search results to remain legal. Publishers had challenged the feature, arguing it used their content unfairly, but the decision upholds Google's current…
Google Requires Manual Fact-Checking of All AI-Generated Content by Publishers
Google now instructs publishers to have humans review and fact-check all AI-generated content, including titles, meta descriptions, schema, and alt text, before publishing. This policy aligns with recent spam updates and aims to ensure…
Google Ads Eases Business Name Policy for Select Advertisers
Google Ads has relaxed its rules regarding the use of business names in ads for certain advertisers. The change may allow more flexibility in how businesses present their names within ad creatives.
Google Ads Adds A/B Testing for Performance Max Asset Groups
Google Ads has introduced A/B testing capabilities for asset groups within Performance Max campaigns. This update allows advertisers to compare different creative assets and optimize for better results within the automated campaign type.
Google Ads to Automatically Extract Promotions from Advertisers’ Websites
Google Ads will begin automatically pulling promotional content directly from advertisers’ websites to display in ads. This automation aims to streamline the process of updating ad copy with current deals and offers.
Google Ads Introduces AI-Driven Campaign Localization for Global Reach
Google Ads has launched a new AI-powered feature that helps advertisers localize their campaigns for different international markets. This tool aims to streamline the process of adapting ad content and targeting for various languages and…
Court Rules in Favor of Google Over AI Overviews Impact on Websites
A court has ruled in Google's favor regarding the impact of its AI Overviews feature on website traffic. The decision addresses concerns that AI-generated summaries in search results may reduce clicks to publishers’ sites.
Google and OpenAI Introduce Persistent AI Search Queries With Ongoing Monitoring
Google's AI Mode and OpenAI's new features now allow search queries to remain active, continuously monitoring and updating results. This shift raises questions about how websites are displayed and how search traffic is generated and…
Google Tests Tracking Parameters for Links in AI Overviews
Google is experimenting with adding tracking parameters to URLs within its AI Overviews feature. This change would allow site owners to distinguish traffic originating from AI Overviews versus standard search results.
Google Ads Sponsored Product Results Displaying Without Images
Some Google Ads sponsored product results are currently missing images in their carousel placements on Google Search. It is unclear whether this is due to a bug or an intentional test by Google.
SEC filings
EDGAR| Filed | Form | What it is |
|---|---|---|
| 2026-08-10 | 8-K | Other events · Financial statements and exhibits |
| 2026-07-23 | 10-Q | Quarterly report |
| 2026-07-22 | 8-K | Results of operations (earnings) · Financial statements and exhibits |
| 2026-06-11 | 8-K | Executive or director change · Shareholder vote · Financial statements and exhibits |
| 2026-06-05 | 8-K | Executive or director change |
| 2026-06-05 | 8-K | Material agreement · Item 3.03 · Item 5.03 · Financial statements and exhibits |
| 2026-06-04 | 8-K | Material agreement · Regulation FD disclosure · Other events · Financial statements and exhibits |
| 2026-05-21 | 8-K | Other events · Financial statements and exhibits |
| 2026-05-11 | 8-K | Other events · Financial statements and exhibits |
| 2026-04-30 | 10-Q | Quarterly report |
| 2026-04-29 | 8-K | Results of operations (earnings) · Financial statements and exhibits |
| 2026-04-24 | DEF 14A | DEFINITIVE PROXY STATEMENT |
| 2026-04-10 | 8-K | Executive or director change |
| 2026-04-02 | 8-K | Executive or director change |
| 2026-03-06 | 8-K | Executive or director change |
| 2026-02-13 | 8-K | Other events · Financial statements and exhibits |
| 2026-02-05 | 10-K | Annual report |
| 2026-02-04 | 8-K | Results of operations (earnings) · Financial statements and exhibits |