Alphabet

GOOG · NASDAQ

$336.40−$3.76 (−1.11%)TodayMarket closed · Oct 20, 4:05 PM ET

Prev close $340.16

GOOG analyst rating

BuyConsensus of 8 analysts over the last 12 months. 88% rate it a buy.

Strong buy1
Buy6
Hold1
Underperform0
Sell0

12-month price target · 57 analysts

Average $430.06 (+27.8% upside)

Low: $315.13
Now: $336.40
High: $535.62

Upgrades and downgrades

The latest rating actions, newest first

GOOG analyst upgrades, downgrades and rating actions
Firm	Date	Action	Rating	Price target	Hit rate
JP Morgan	Oct 15, 2026	Maintains	Overweight	$420.00 → $425.00	68%
UBS	Oct 14, 2026	Maintains	Neutral	$379.00 → $380.00	59%
TD Cowen	Oct 8, 2026	Maintains	Buy	$475.00 → $485.00	55%
JP Morgan	Jul 23, 2026	Maintains	Overweight	$460.00 → $420.00	50%
TD Cowen	Jul 23, 2026	Maintains	Buy	$475.00	55%
Oppenheimer	Jul 23, 2026	Maintains	Outperform	$445.00 → $400.00	62%
TD Cowen	Jun 9, 2026	Maintains	Buy	$450.00 → $475.00	55%
Oppenheimer	May 15, 2026	Maintains	Outperform	$425.00 → $445.00	62%
JP Morgan	Apr 30, 2026	Maintains	Overweight	$395.00 → $460.00	50%
TD Cowen	Apr 30, 2026	Maintains	Buy	$375.00 → $450.00	55%

The case for and against

Updated Oct 14, 2026

Bull case

Alphabet is supported by a still-dominant core ad franchise, with Google Search spending up 14% y/y in 3Q26 and YouTube ad revenue also growing in the low-teens, reinforcing durable demand across retail, eCommerce, CTV and Shorts. The bigger fundamental upside comes from Google Cloud, where revenue is expected to more than double y/y in 3Q26 on accelerating AI adoption, a $514BN backlog, and TPU sales that could scale materially over time while supporting operating leverage. Despite heavy capex and some near-term margin drag, the business still appears positioned for double-digit revenue growth, rising EBITDA, and expanding AI monetization across Search, Cloud, and subscriptions.

Bear case

Alphabet is pressured by a business mix still dominated by advertising, making results highly sensitive to CPC and clicks growth, consumer spending, and broader macro weakness. Although 2Q26 gross revenue rose 24.3% y/y to $119.8BN and gross ad revenue reached $81.6BN, Search & Other growth decelerated to 16.8% y/y, and Google Subscriptions, Platforms and Devices came in 1% below estimates, signaling uneven diversification. Ongoing regulatory scrutiny, elevated interest rates, tariffs, Middle East conflict, foreign-exchange exposure, and heavy competition in a rapidly changing AI-and-mobile search landscape create meaningful downside risk to margins and earnings, while 2Q26 EPS of $3.03 was already 10% below consensus.

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