Alphabet (Google) advertising spend, FY2025

Alphabet (Google) (GOOGL) reported $9.9B of advertising expense for the fiscal year ended Dec 31, 2025. That is 2.5% of revenue of $403B. Up 13.8% from FY2024.

Ad spend, FY2025
$9.9B
year ended Dec 31, 2025
Change vs prior year
+13.8%
vs FY2024
Share of revenue
2.5%
of $403B revenue
Rank by ad spend
#5
of 336 companies

Key facts

  • Ad spend is 3.1x its FY2015 level ($3.2B), slower than revenue (5.4x).
  • FY2025 is the highest year on file, going back to FY2013.
  • Largest increase +46.3% in FY2021; largest cut -20.6% in FY2020.
  • Ad spend is 2.5% of revenue, down from 3.0% in FY2020.
  • Alphabet (Google) spends more on advertising than 99% of the 336 US-listed companies tracked. Its ad-to-revenue ratio is below the median of 5.2%.

Ad spend by fiscal year

$0 $2.5B $5B $7.5B $10B FY2013 (ended 2013-12-31): $2.4B 2013 FY2014 (ended 2014-12-31): $3B FY2015 (ended 2015-12-31): $3.2B 2015 FY2016 (ended 2016-12-31): $3.9B FY2017 (ended 2017-12-31): $5.1B 2017 FY2018 (ended 2018-12-31): $6.4B FY2019 (ended 2019-12-31): $6.8B 2019 FY2020 (ended 2020-12-31): $5.4B FY2021 (ended 2021-12-31): $7.9B 2021 FY2022 (ended 2022-12-31): $9.2B FY2023 (ended 2023-12-31): $8.7B 2023 FY2024 (ended 2024-12-31): $8.7B FY2025 (ended 2025-12-31): $9.9B 2025 $9.9B

Ad spend as % of revenue

0% 2% 4% 6% FY2013 (ended 2013-12-31): 4.3% 2013 FY2014 (ended 2014-12-31): 4.6% FY2015 (ended 2015-12-31): 4.3% 2015 FY2016 (ended 2016-12-31): 4.3% FY2017 (ended 2017-12-31): 4.6% 2017 FY2018 (ended 2018-12-31): 4.7% FY2019 (ended 2019-12-31): 4.2% 2019 FY2020 (ended 2020-12-31): 3.0% FY2021 (ended 2021-12-31): 3.1% 2021 FY2022 (ended 2022-12-31): 3.3% FY2023 (ended 2023-12-31): 2.8% 2023 FY2024 (ended 2024-12-31): 2.5% FY2025 (ended 2025-12-31): 2.5% 2025 2.5%

History

Download CSV
Fiscal year Period end Ad spend YoY Revenue Ad / revenue Tag Filing
FY2025 Dec 31, 2025 $9.9B +13.8% $403B 2.5% MarketingAndAdvertisingExpense 10-K Feb 5, 2026
FY2024 Dec 31, 2024 $8.7B 0.0% $350B 2.5% MarketingAndAdvertisingExpense 10-K Feb 5, 2026
FY2023 Dec 31, 2023 $8.7B -5.4% $307B 2.8% MarketingAndAdvertisingExpense 10-K Feb 5, 2026
FY2022 Dec 31, 2022 $9.2B +16.5% $283B 3.3% MarketingAndAdvertisingExpense 10-K Feb 5, 2025
FY2021 Dec 31, 2021 $7.9B +46.3% $258B 3.1% MarketingAndAdvertisingExpense 10-K Jan 31, 2024
FY2020 Dec 31, 2020 $5.4B -20.6% $183B 3.0% MarketingAndAdvertisingExpense 10-K Feb 3, 2023
FY2019 Dec 31, 2019 $6.8B +6.3% $162B 4.2% MarketingAndAdvertisingExpense 10-K Feb 2, 2022
FY2018 Dec 31, 2018 $6.4B +25.5% $137B 4.7% MarketingAndAdvertisingExpense 10-K Feb 3, 2021
FY2017 Dec 31, 2017 $5.1B +30.8% $111B 4.6% MarketingAndAdvertisingExpense 10-K Feb 4, 2020
FY2016 Dec 31, 2016 $3.9B +21.9% $90.3B 4.3% MarketingAndAdvertisingExpense 10-K Feb 5, 2019
FY2015 Dec 31, 2015 $3.2B +6.5% $75B 4.3% MarketingAndAdvertisingExpense 10-K Feb 6, 2018
FY2014 Dec 31, 2014 $3B +25.7% $66B 4.6% MarketingAndAdvertisingExpense 10-K Feb 3, 2017
FY2013 Dec 31, 2013 $2.4B n/a $55.5B 4.3% MarketingAndAdvertisingExpense 10-K Feb 11, 2016

What the figure is

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Compared with similar spenders

The 6 companies closest to Alphabet (Google) in latest-year ad spend.

Rank Company Ad spend Ad / revenue YoY Fiscal year
2 JD.com $12B 6.4% +82.7% FY2025
3 PDD Holdings (Temu) $10.7B 17.4% +14.2% FY2025
4 Procter & Gamble $10.2B 11.7% +10.9% FY2026
5 Alphabet (Google) $9.9B 2.5% +13.8% FY2025
6 Comcast $8.9B 7.2% +9.8% FY2025
7 Booking Holdings $8.2B 30.4% +12.5% FY2025
8 Disney $6.5B 6.9% +6.6% FY2025

Full ranking of 336 companies · Biggest increases #104

Questions

How much does Alphabet (Google) spend on advertising?

Alphabet (Google) spent $9.9B on advertising in fiscal 2025, the year ended Dec 31, 2025, according to its 10-K filed Feb 5, 2026.

What percentage of revenue does Alphabet (Google) spend on advertising?

2.5% of revenue in fiscal 2025 ($9.9B of $403B). The median across the 336 companies tracked is 5.2%.

Is Alphabet (Google) spending more on advertising?

Yes. Ad spend rose 13.8% in fiscal 2025 from fiscal 2024.

How does Alphabet (Google) rank by advertising spend?

#5 of 336 US-listed companies with $100M or more in ad spend, ranked on each company's latest fiscal year.

What does Alphabet (Google)'s advertising figure include?

Marketing and advertising combined, as reported under the XBRL tag MarketingAndAdvertisingExpense.

Source

Filing
10-K for FY2025, filed Feb 5, 2026
Accession number
0001652044-26-000018
Company
Alphabet Inc., CIK 1652044, SIC 7370 (Services-Computer Programming, Data Processing, Etc.)
Data
SEC EDGAR XBRL company facts, retrieved Nov 4, 2026. Methodology.
Cite
Alphabet (Google) advertising spend, FY2013-FY2025. Aleksei Trudov, io.trudov.com, from SEC EDGAR XBRL company facts (latest: 10-K filed Feb 5, 2026), retrieved Nov 4, 2026. https://io.trudov.com/company/alphabet/advertising-spend/
Download
CSV, all years · CSV, all 336 companies