Google is recognized as an Internet and software corporation specializing in search, cloud computing, and mobile products and services. Based on most analyst's understanding of Google's business, one would expect revenue generation to largely reflect the use of those services and products. However, there is more than meets the eye as Google's products/services generate revenues in non-obvious, unseen ways. So how does Google generate revenue and what are their prospects for the future? This research examines Google's current revenue generation position and evaluates what Google is likely to do to evolve their revenue generation structure over time.