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Which Google Stock Should You Invest In?

Parshwa Turakhiya
Written by:
Parshwa Turakhiya
Chinmay Soni
Reviewed by:
Chinmay Soni
Mirjan Hipolito
Fact-checked by:
Mirjan Hipolito
Updated:
October 29, 2026

Editorial Note: While we adhere to strict Editorial Integrity, this post may contain references to products from our partners. Here's an explanation for How We Make Money. None of the data and information on this webpage constitutes investment advice according to our Disclaimer.

GOOGL (Class A) comes with voting rights, allowing you to vote on company decisions like electing board members. On the other hand, GOOG (Class C) has no voting rights but usually trades at a similar price to GOOGL. For most investors, the voting power of GOOGL is not significant enough to affect long-term returns, so you can choose either based on your personal preference regarding voting or simply go for the stock with the lower price at the time of purchase​.

An investment in Google isn’t really questionable, especially considering its consistent growth and leadership in the tech industry. However, choosing between Alphabet's two types of publicly traded shares — GOOGL (Class A) and GOOG (Class C) — can be confusing. In this article, we’ll help you understand the differences and provide a step-by-step guide for choosing the right stock for your investment goals.

Choosing between GOOGL and GOOG

GOOGL (Class A) stock comes with voting rights — meaning you can vote on corporate matters such as electing board members and approving major company decisions. Each GOOGL share gives you one vote. GOOG (Class C) shares, on the other hand, do not come with any voting rights.

Should you care about voting rights?

For most retail investors, the voting power offered by GOOGL won’t significantly affect their investment. Major shareholders, such as Alphabet insiders who hold Class B shares (which have ten votes per share), control the bulk of the voting power​. If you’re an everyday investor, the absence of voting rights in GOOG shares is unlikely to impact your returns.

Company background

Google was founded in 1998 by Larry Page and Sergey Brin, and it quickly became the world’s most popular search engine. In 2015, Google restructured under the parent company Alphabet to better manage its growing list of businesses, from YouTube and Android to self-driving cars and cloud computing​.

Alphabet's market dominance and diverse revenue streams ensure its continued success, making it one of the most valuable companies in the world. Investors who choose Alphabet stock are betting on the future of technology, AI, and digital transformation.

Alphabet has three classes of shares:

  • GOOGL (Class A): Publicly traded with 1 vote per share.

  • GOOG (Class C): Publicly traded with no voting rights.

  • Class B: Held by insiders like founders and employees, with 10 votes per share, and not publicly traded​.

While GOOGL shareholders can vote at company meetings, their influence is usually minimal due to the controlling power of Class B shareholders. GOOG shareholders, meanwhile, enjoy the same financial benefits without any voting power.

Price differences between GOOGL and GOOG

Historically, the price difference between GOOGL and GOOG has been minimal​. Any fluctuations typically result from temporary market factors, so for most investors, the choice between these two stocks comes down to personal preference about voting rights rather than price​.

Check current stock prices

Before investing, compare the real-time prices of GOOGL and GOOG shares on major stock exchanges like NASDAQ. Both stocks are highly liquid, meaning they can be easily bought and sold on public markets.

Long-term investment focus

Alphabet’s stock has shown consistent long-term growth due to its leadership in search, advertising, and its push into innovative technologies like cloud computing and artificial intelligence. Whether you choose GOOGL or GOOG, both stocks are well-suited for long-term investors.

Factors to consider for beginners

  1. Understand the voting rights
    For beginners, the lack of voting rights in GOOG isn’t a deal breaker. Most retail investors hold too few shares for their votes to make a difference in corporate decisions​.

  2. Fractional shares for small investors
    If the price of Alphabet stock seems high, you can buy fractional shares from brokers that offer the facility. This allows you to start small and grow your investment over time.

  3. Long-term growth focus
    Beginners should focus on Alphabet’s long-term growth potential rather than short-term fluctuations. Alphabet’s dominant position in the tech industry makes it a stable choice for long-term investors.

Pros and cons of investing in Google stocks

  • Pros
  • Cons

  • Market leader. Google is the dominant search engine and a leader in digital advertising​.

  • Revenue growth. Alphabet has shown consistent revenue growth, thanks to its diverse business lines.

  • Strong financials. Alphabet boasts a strong balance sheet and significant cash reserves, making it a resilient investment.

  • High share price. Alphabet's stock price may be prohibitive for smaller investors, though fractional shares can mitigate this.

  • Limited voting influence. Even with GOOGL, retail investors have limited impact on corporate governance.

  • Short-term volatility. Alphabet's stock can experience sharp price swings, especially in response to market news.

How much can I earn by investing in Google stock?

Since its IPO in 2004, Google’s stock has delivered significant returns to long-term investors. For example, a $10,000 investment in Google in 2004 would be worth more than $1 million today​. While past performance is not indicative of future results, Alphabet’s diverse revenue streams and dominance in the tech industry position it for continued growth​.

<span translate="no">Google</span> historical performanceGoogle historical performance

How to buy Google stock: a step-by-step guide

  1. Choose a broker. Find a reliable online broker. We have researched the top options and prepared a comparison table below for you to make a choice.

Best brokers to Invest in GOOG and GOOGL
Demo Stocks Account min. Interest rate Basic stock/ETF fee Min. stock/ETF fee Open an account

eToro USA

Yes Yes 50 3,75 No No Go to broker
Your capital is at risk.

SpeedTrader

Yes Yes 2,500​ No $0.0025/$0,0009 $0 Go to broker

Plus500

Yes Yes 500 No $0.006 Not specified Go to broker
81% of retail CFD accounts lose money.

TradeZero International

Yes Yes 500 9% $0,005 $0.99 Go to broker
Your capital is at risk.

eOption

Yes Yes No 8.95% $0 $0 Study review

  1. Open a brokerage account. Set up an account with the chosen broker​.

  2. Deposit funds. Add funds to your account.

  3. Buy alphabet shares. Purchase GOOGL or GOOG shares based on your research​.

  4. Monitor your investment. Regularly review your portfolio and make adjustments as necessary.

Risks and warnings

  1. Market volatility
    As with any stock, Alphabet shares are subject to market volatility. Short-term investors need to be prepared for fluctuations​.

  2. Regulatory challenges
    Alphabet is frequently under scrutiny from regulators regarding its data practices, antitrust issues, and monopoly status. Any adverse rulings could negatively affect its stock price.

  3. Regulatory pressure on AI and data. Governments are cracking down on how companies use personal data, and Google’s AI-driven ad business could take a hit from new privacy laws, especially in Europe.

  4. Declining search dominance. Fewer people are Googling everything. AI-based alternatives and social media searches are chipping away at Google’s search business.

  5. Emerging market risks. Google’s growth in places like India is uncertain due to unpredictable regulations and competition from local players.

  6. Costly innovation bets. Google’s investments in futuristic projects like Waymo are exciting but risky, with long timelines and no guarantee of payoff.

  7. Ad market saturation. Digital ad space is crowded. Platforms like TikTok and Instagram are taking away younger audiences, which could shrink Google’s ad revenue over time.

Focus on the stock that’s priced lower

Anastasiia Chabaniuk
Anastasiia Chabaniuk Educational Content Editor

For most retail investors, the difference between GOOGL and GOOG is minimal. Both stocks track the performance of Alphabet, and historically, they’ve moved in almost perfect sync. The decision ultimately comes down to whether you care about participating in shareholder votes. If you’re planning on holding these shares for the long term, then either stock can be a solid investment.

If you’re new to investing or prefer simplicity, I’d suggest focusing more on the stock that’s priced lower at the time you’re ready to buy. Alphabet’s core business is strong, with its dominance in digital advertising, cloud computing, and new ventures like AI offering long-term growth potential. Whether you go with GOOGL or GOOG, what matters more is your timing, your investment horizon, and your ability to ride out short-term market fluctuations. Long-term, Alphabet has proven to be a resilient and profitable stock in my experience.

Also, don't overlook the basics — stay informed about the company's financial health, follow quarterly earnings reports, and keep an eye on major news that might impact stock performance. Diversification is key too; even with a tech giant like Alphabet, it’s always smart to spread your risk across different sectors.

Conclusion

Ultimately, deciding between GOOGL and GOOG boils down to how much you value voting rights in your investment portfolio. GOOGL shares grant investors a say in the company's direction through voting power, while GOOG shares trade at similar prices but lack this governance influence. For long-term investors who want to be more involved in company decisions—such as participating in votes on leadership or policy changes—GOOGL is the clear choice. However, if your focus is solely on capital gains and portfolio growth, both options are fundamentally strong. Remember, true investment power lies not just in returns, but in your ability to influence the future of the companies you believe in.

FAQs

How do fractional shares make investing in Alphabet stock more accessible for beginners?

Fractional shares allow investors to purchase a portion of Alphabet stock rather than a full share, making it easier for those with limited funds to start investing. This option lets beginners build a position over time without needing to commit to the high price of a single share.

Does the price difference between GOOGL and GOOG stocks significantly affect investment returns?

Historically, the price difference between GOOGL and GOOG stocks has been minimal and typically results from temporary market factors. For most investors, long-term investment returns are not materially impacted by choosing one over the other, making personal preference or the current lower price the main considerations.

What are Alphabet's major business areas contributing to its long-term growth?

Alphabet's long-term growth is supported by its leadership in search and digital advertising, as well as its expansion into cloud computing, artificial intelligence, and innovative projects in areas like self-driving technology. This diversification strengthens its financial performance and market resilience.

Why is diversification important when investing in stocks like GOOGL or GOOG?

Diversification helps spread investment risk across different sectors or companies, reducing the impact of volatility or setbacks in any single stock, including large tech firms like Alphabet. This strategy can contribute to more stable overall returns and mitigate company-specific risks.

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Team that worked on the article

Parshwa Turakhiya
Parshwa Turakhiya
Editorial Standards Specialist

Parshwa is a content expert and finance professional possessing deep knowledge of stock and options trading, technical and fundamental analysis, and equity research. As a Chartered Accountant Finalist, Parshwa also has expertise in Forex, crypto trading, and personal taxation.

Learn about our editorial policies
Chinmay Soni
Chinmay Soni
Head of Fact-Checking Department

Chinmay Soni is a financial analyst with more than 5 years of experience in working with stocks, Forex, derivatives, and other assets. As a founder of a boutique research firm and an active researcher, he covers various industries and fields, providing insights backed by statistical data.

Mirjan Hipolito
Mirjan Hipolito
Cryptocurrency and stock expert

Mirjan Hipolito is a journalist and news editor at Traders Union. She is an expert crypto writer with five years of experience in the financial markets.

Glossary for novice traders
CFD

CFD is a contract between an investor/trader and seller that demonstrates that the trader will need to pay the price difference between the current value of the asset and its value at the time of contract to the seller.

Index

Index in trading is the measure of the performance of a group of stocks, which can include the assets and securities in it.

Crypto trading

Crypto trading involves the buying and selling of cryptocurrencies, such as Bitcoin, Ethereum, or other digital assets, with the aim of making a profit from price fluctuations.

Volatility

Volatility refers to the degree of variation or fluctuation in the price or value of a financial asset, such as stocks, bonds, or cryptocurrencies, over a period of time. Higher volatility indicates that an asset's price is experiencing more significant and rapid price swings, while lower volatility suggests relatively stable and gradual price movements.

Bitcoin

Bitcoin is a decentralized digital cryptocurrency that was created in 2009 by an anonymous individual or group using the pseudonym Satoshi Nakamoto. It operates on a technology called blockchain, which is a distributed ledger that records all transactions across a network of computers.

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