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Google makes money from each search. My numbers are probably dated, but at one point it was something like 13 cents a search on the average. Glancing at their 2011 revenue and making a naive approximation by dividing by the number of searches gives about 2 cents per search. Therefore, more people using Google search means more revenue. Also the experience might create a different route to revenue for them. Suppose you start to like Google Maps then Google Now, then maybe Google+, then maybe your next device is a Nexus rather than an iPad.