Operating Expenses
Sales & Marketing
Alphabet Inc. Sales & Marketing increased by 14.0% to $8.22B in Q4 2025 compared to the prior quarter. Year-over-year, this metric grew by 11.6%, from $7.36B to $8.22B. Over 4 years (FY 2021 to FY 2025), Sales & Marketing shows an upward trend with a 5.8% CAGR.
Analysis
StatementIncome Statement
SectionOperating Expenses
CategoryEfficiency
SignalContext dependent
VolatilityModerate
First reportedQ1 2014
Last reportedQ1 2026
How to read this metric
An increase may signal an aggressive growth strategy, while a decrease might indicate cost-cutting or reduced market investment.
Detailed definition
Selling and marketing expenses include costs associated with advertising, sales force compensation, and promotional acti...
Peer comparison
Common operating expense category; analyzed as a percentage of revenue to gauge marketing efficiency.
Metric ID:
is_selling_and_marketingHistorical Data
19 periods
| Q2 '21 | Q3 '21 | Q4 '21 | Q1 '22 | Q2 '22 | Q3 '22 | Q4 '22 | Q1 '23 | Q2 '23 | Q3 '23 | Q4 '23 | Q1 '24 | Q2 '24 | Q3 '24 | Q4 '24 | Q1 '25 | Q2 '25 | Q3 '25 | Q4 '25 | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Value | $5.28B | $5.52B | $7.60B | $5.83B | $6.63B | $6.93B | $7.18B | $6.53B | $6.78B | $6.88B | $7.72B | $6.43B | $6.79B | $7.23B | $7.36B | $6.17B | $7.10B | $7.21B | $8.22B |
| QoQ Change | — | +4.5% | +37.9% | -23.4% | +13.8% | +4.5% | +3.7% | -9.0% | +3.8% | +1.5% | +12.1% | -16.8% | +5.7% | +6.4% | +1.9% | -16.2% | +15.1% | +1.5% | +14.0% |
| YoY Change | — | — | — | — | +25.7% | +25.6% | -5.5% | +12.2% | +2.3% | -0.6% | +7.5% | -1.6% | +0.2% | +5.0% | -4.6% | -4.0% | +4.5% | -0.3% | +11.6% |
Range$5.28B – $8.22B
CAGR+10.3%
Avg YoY Growth+5.2%
Median YoY Growth+2.3%
Current Streak3 quarters growth
Sales & Marketing at Other Companies
Frequently Asked Questions
- What is Alphabet Inc.'s sales & marketing?
- Alphabet Inc. (GOOGL) reported sales & marketing of $8.22B in Q4 2025.
- How has Alphabet Inc.'s sales & marketing changed year-over-year?
- Alphabet Inc.'s sales & marketing increased by 11.6% year-over-year, from $7.36B to $8.22B.
- What is the long-term trend for Alphabet Inc.'s sales & marketing?
- Over 4 years (2021 to 2025), Alphabet Inc.'s sales & marketing has grown at a 5.8% compound annual growth rate (CAGR), from $22.91B to $28.69B.
- What does sales & marketing mean?
- Costs related to promoting products and acquiring or retaining customers.