per https://investor.google.com/financial/tables.html https://investor.google.com/financial/tables.html Google brought in $12.5B in advertising revenue in the

per https://investor.google.com/financial/tables.html https://investor.google.com/financial/tables.html Google brought in $12.5B in advertising revenue in the third quarter of 2013, and only $1.2B in non-advertising revenue in the same period. So, who spent 12 billion in Google ads in 3 months? divide that by 12,000 entities who spent 1 million each per quarter. Or 12,000,000 entities who spent a thousand dollars. Do you think there are enough geeks and small advertisers out there to add up to 4 billion dollars a month? Do you think there are enough small business people out there to make up that? It's the large consumer products that make up the bulk of Google's income: the Ford, GM, Toyota, Coca-Cola, Procter and Gamble, etc. These are Google's customers. Google has locked horns with Facebook on getting these advertisers. Yahoo too gets a fair bit of that. These are the Google customers, nobody else. If these advertisers spurn Google, the company will spin out of control. That's in spite of of $56B in cash. They burn 10+ billion a quarter, so they don't have that long to live at full bore, or they would have to cut painfully. They are big enough with so much staff that there's very few sources of income that could replace $12.5 billion a quarter. So you bet they will, hum, accommodate, the Coca-Cola advertising executive's phone calls.