But is now the right time to invest? Here’s how to buy Google stock in Canada—and what you need to know before making a move.
How to buy Google stock
Following a 2015 restructuring, Google is technically a subsidiary of Alphabet, Inc. — but it's still easy to find this company on most brokerages. Since Google has such a dominant market position, you'll find it on trading platforms offering US-listed shares.
- 1.
Choose a reputable brokerage: Look for an online brokerage offering stocks like Alphabet with a positive reputation and plenty of positive third-party reviews. It's also wise to check out each brokerage's features, including trading fees, minimum deposits and transfer methods, to make the right decision.
- 2.
Fund your trading account: The next step is to transfer money to your brokerage account to pay for Google shares. Generally, ACH transfers from a linked bank account are the cheapest option, but you can also send funds with a wire transfer, debit card, or a check.
- 3.
Search for Google (aka Alphabet, Inc.): Although Google is a part of the conglomerate Alphabet, the two tickers representing this company mimic Google's name. You could use "GOOGL" to find Class A shares or "GOOG" for Class C shares.
- 4.
Choose between Class A versus C shares: Since there are two share types, you must choose between Class A or C when investing in Google. The most significant difference is that only GOOGL holders have voting rights.
- 5.
Enter your number of shares: After deciding which share type you want, enter the amount of Google shares you're interested in buying. Some brokerages let you buy fractional shares, while others may require you to buy whole shares.
- 6.
Use a market or limit order: For a speedy transaction, opt for a "market buy order" to close your position at the current price for Google shares. Otherwise, you could use a "limit order" to specify the price you want to buy Google shares and wait till they hit this level.
- 7.
Confirm the trade and monitor performance: Lastly, you can review any applicable fees before finalizing your order. Once GOOGL or GOOG shares appear in your account, keep tabs on their performance and adjust as you see fit.
Top brokers for buying Google stock in Canada
| Questrade | Wealthsimple | TD Direct Investing |
|---|---|---|
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◦ Low commissions – Save money with competitive trading fees
◦ USD accounts – Avoid currency conversion fees when trading U.S. stocks ◦ No annual fees – Keep more of your investment working for you |
◦ $0 commissions on stocks & ETFs – Trade U.S. and Canadian stocks with no fees
◦ No account minimums – Start investing with any amount ◦ User-friendly mobile app – Perfect for beginners with a simple interface |
◦ Robust research tools – Access market reports, analyst ratings, and real-time data
◦ Seamless TD banking integration – Easy transfers between your TD accounts ◦ U.S. dollar accounts – Trade U.S. stocks without conversion fees |
| Questrade review | Wealthsimple review | TD Direct Investing review |
| Visit Questrade | Visit Wealthsimple | Visit TD Direct Investing |
GOOGL vs GOOG shares
One unique feature about Google is it issues two types of shares to the public: Class A and Class C.
Although these shares have different tickers and slightly different prices, the key difference is voting rights:
Class A has them and Class C doesn't. However, even if investors buy hundreds of shares, it's unlikely they'll make a big impact with their votes, so choosing between these shares largely depends on personal preference. You'll still get price exposure to Google's ups and downs — plus dividends — no matter which stock you choose.
FYI: There are also Class B shares, but they aren't available to the public. Instead, these shares are reserved for company insiders and carry even higher voting privileges.
Google Class A vs C shares
| Features | Google Class A (GOOGL) | Google Class C (GOOG) |
|---|---|---|
| Voting rights | One vote per share | No voting rights |
| Ticker symbol | GOOGL | GOOG |
| Market price | May have a slight price premium | Could trade at a slight discount |
About Alphabet, Inc.
When Larry Page and Sergey Brin launched Google in 1998, it wasn't the first search engine, nor did it become the largest for many years.
Get this: Yahoo!2 could have bought Google for $1 million in 2016, but it refused!
Despite its underdog status, Google steadily gained traction for its distinctive algorithm and user-friendly layout, eventually becoming the world's leading search engine. Building off of this success, Google branched out to other online offerings like Gmail, Google Docs and Google Maps, and it bought out the video-sharing platform YouTube in 2006.
As Google transitioned to a subsidiary of Alphabet, it continued to diversify into dozens of other fields, including Google Cloud, autonomous driving via Waymo and AI, to name a few.
Is Google a good stock to buy?
Looking at its recent market performance, Google has been a strong performer in big tech. When adjusted for its 20-for-1 stock split in 2022, Google's price per share was $29 at the start of 2014 and ended 2024 around $190. In percentage terms, that's a 555% gain within the past 10 years, which is higher than the S&P 500's return of about 200%3 in the same timeframe. Google also recently introduced a quarterly dividend4, and it has a long history of share buybacks5 to increase shareholder value.
Considering Google's market size, historical track record and continued innovation, there's a lot of positivity surrounding this blue-chip name. However, new investors have to consider unique challenges that may hurt Google's prospects, including competitive threats like ChatGPT and regulatory risks.
TSX Google + Google ETF
Pros and cons of buying Google stock
Pros
-
Market leader position: Google is such a dominant online force that it has become a verb in our modern lingo. Besides its robust ranking in global search engines, this company holds the crown in video-sharing platforms with YouTube and mobile operating systems thanks to Android.
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Diversified portfolio: Thanks to strategic acquisitions and ongoing research, Alphabet continues to build a diversified portfolio to create more revenue streams. From cloud computing and smart home devices to life sciences and computer chip production, there are many avenues for money to flow into this company.
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Big data advantage: Given its global user base, Google has a treasure trove of data it can use to create algorithms for the most optimized online experience. Beyond unlocking value for its advertising business, this data could also feed into other sectors like cloud computing or AI.
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Financial security: Few companies post the quarterly revenues and profits at Alphabet, and even fewer have the kind of cash pile6 on this company's balance sheet. Even during times of economic weakness, Google's generous margins and reserves mean it can continue to push forward without significant strain.
Cons
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Regulatory challenges: With such powerful online platforms, regulators sometimes raise concerns over Google's monopolistic behavior or invasion of privacy. The consequences of these legal issues could cost Alphabet significant fines or even break up their businesses7.
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High dependence on ad revenue: Despite its growing diversification, Google still relies heavily on ad revenue8 to generate the bulk of its profits. During economic downturns, businesses often reduce their ad budgets, which tends to impact Google's bottom line.
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Competition and disruption: While Google is by far the most used search engine, it still faces competitive threats, especially with the advent of AI. Disruptive platforms like OpenAI's ChatGPT could steal market share if Google fails to adapt quickly.
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