Spendscape
Companies · Tech

Alphabet

Advertiser Ad platformGOOGL

Alphabet spent $9.90B on advertising and marketing in fiscal 2025, up 13.8% on the year before and +46% since 2019. That's 2.5% of revenue, less than in 2019: the business outgrew its marketing.

$9.90Bmarketing spend, FY2025
+13.8%vs the year before
2.5%of revenue (-1.7 pts vs 2019)
Receipts say brand/spend downsay vs do

Marketing spend by year

2013: $2.39B132014: $3.00B2015: $3.20B152016: $3.90B2017: $5.10B172018: $6.40B2019: $6.80B192020: $5.40B2021: $7.90B212022: $9.20B2023: $8.70B232024: $8.70B2025: $9.90B252.5%

Bars: advertising and marketing expense, $B (10-K). Line: spend as a share of revenue.

Google advertising, by quarter

2023Q3: $59.6B2023Q4: $65.5B2024Q1: $61.7B2024 Q12024Q2: $64.6B2024Q3: $65.9B2024Q4: $72.5B2025Q1: $66.9B2025 Q12025Q2: $71.3B2025Q3: $74.2B2025Q4: $82.3B2026Q1: $77.3B2026 Q12026Q2: $81.6B2026 Q2

From each 10-Q and 10-K; fourth quarters are the full year minus nine months.

Revenue and margin

2014: $66.0B2015: $75.0B152016: $90.3B2017: $111B172018: $137B2019: $162B192020: $183B2021: $258B212022: $283B2023: $307B232024: $350B2025: $403B2532.0%

Bars: revenue, $B (10-K). Line: operating margin.

What they told investors

“Financial services company SoFi has been using PMax to meet its ambitious growth targets and help drive a 39% improvement in its conversion volume year-over-year.”Philipp Schindler · 2025 Q3 · transcript

Say vs do

Receipts say brand/spend down. In 148 statements from its leaders in interviews, 11 argued for investing in brand and 0 for cutting; the filed spend went down.

In the news

Peers

AppleMicrosoftMeta