Наталя Хандусенко Money 15 April 2026, 12:08

Google Ukraine's revenue fell by 24% over the year: how the financial performance of the Ukrainian "subsidiary" of the tech giant has changed since 2021

Google LLC, a subsidiary of the American technology giant, remains profitable, but after a peak in 2024, financial indicators began to decline. In 2025, the revenue of the Ukrainian legal entity Google decreased by almost a quarter.

Dynamics of Google Ukraine's financial indicators over 5 years

According to Forbes Ukraine analysis, the revenue of the Ukrainian legal entity Google decreased from UAH 2.34 billion in 2021 to UAH 1.87 billion in 2025. The lowest figure was in 2022 — UAH 1.37 billion, the highest in 2024 — UAH 2.47 billion.

Net profit was also the lowest in the year of the full-scale invasion — 0.91 billion UAH. But it began to increase every year and peaked in 2024 — 2.21 billion UAH. But in 2025, profit decreased to 1.65 billion UAH.

The decrease in financial indicators occurs against the backdrop of the recovery of the Ukrainian advertising market: in 2025, the volume of online media advertising reached UAH 19.4 billion, which is 13% more than a year earlier.

When Forbes Ukraine asked to explain the decline, Google LLC did not respond, but representatives of the advertising market put forward the following assumptions:

War and population decline have led to a decline in consumer activity. This has a negative impact on search advertising volumes, a key source of Google's revenue;
Businesses are increasingly abandoning long-term promotion strategies in favor of quick sales tools. Budgets are being reallocated towards social networks, which provide more immediate results;
Most advertisers pay by card, through intermediaries, or credit lines. In these models, payments bypass the Ukrainian legal entity and are processed directly through the company's European divisions.

Google Ukraine has opened a management vacancy for Industry Head