How Google helped grow jobs, businesses and the economy over the last year — supporting a stronger digital future for all Australians

Digital technologies can help our nation tackle national challenges and set us up for sustained growth and prosperity. This is important as Australia today faces different economic and social challenges including economic headwinds, skills gaps, and global uncertainty.

Building on Google’s $1 billion Digital Future Initiative investment over five years in Australian infrastructure, research and partnerships, Google supports programs and activities that help build a strong and inclusive digital future for all Australians.

New analysis from Access Partnership provides us with an updated picture of the impact of Google’s efforts over the last year, helping Australians and businesses to the tune of nearly $70 billion in annual benefits — as we look to deliver the greatest impact for all Australians.

Supporting jobs, businesses and the Australian economy

From its beginnings in a Sydney lounge room, Google Australia has grown to a team of more than 2000 people in Australia working to build helpful products, support local businesses, and help solve community problems.

Google’s products contribute significantly to the economy, supporting an estimated $51.8 billion in economic activity for Australian businesses. These products are helping businesses find new customers and markets, operate more efficiently, improve their productivity — and most importantly, grow.

On the jobs front, Google’s advertising products directly supported 158,500 jobs (an increase of over 18 percent year-on-year), with a further 222,000 jobs enabled across businesses’ supply chains.

Noting the central place small and medium businesses play in local communities, of the economic activity, almost two thirds went to small and medium-sized Australian businesses. In fact, in 2022 1.6 million Australian businesses made direct connections with customers using Google - including directions, phone calls, bookings, and reviews.

$32.2 billion of the overall economic activity in Australia is attributable to these businesses annually. Out of the 158,500 jobs supported by Google in Australia, it is estimated that 66 percent of these jobs, or 104,400, are in small and medium businesses.

It includes businesses like Tasmanian sport supplements company, Bulk Nutrients. Without a large marketing budget, Bulk Nutrients was determined to build a home-grown brand by selling directly to clients. By using the reach and relevance capabilities of Google Ads, the nutritional supplement brand has been able to show up when customers have searched terms related to protein powder and nutritional supplements. Combining Google Ads and Search Engine Optimisation, the company’s revenue has risen over the past three years, supporting close to 35 percent of its revenue in 2022.

Google has also been working to address the national skills gap and help prepare Australians and businesses for the jobs of the future. This includes last year launching Google Career Certificates in Australia. These flexible courses are designed to provide new skilling and job opportunities to Australians in areas of high demand. We’re also providing 10,000 scholarships focused on women and Indigenous Australians to support a more diverse talent pipeline in Australia’s technology sector.

Helping Australians save time and make better decisions

Google’s products are designed to be helpful, and provide Australians with useful and relevant information. They are also an important part of the everyday lives of millions of Australians. Across work, education, shopping and entertainment, better decision-making can help Australians through time savings, reduced mileage, improved purchase decision making and reduced costs. For example, Google Maps can help people reduce travel time and save on petrol costs, and Google Search can help people find the best deal on a product they are looking to buy.

Through the use of Google's products, which include Google Search, Maps, Play, Drive, Photos, Docs, and Sheets, Australian consumers enjoy $19 billion worth of annual benefits — which represents the average Australian Internet user receiving $739 of value annually. This is important as Australians face rising costs of living and interest rates.

Digital technologies play a critical role in addressing national challenges and supporting Australia’s growth — this new analysis shows how Google’s products and efforts are making a significant contribution to Australia’s economy, local businesses, and the community. They help us understand where we can make the most impact as we seek to build a strong and inclusive digital future for all Australians.

You can read more about the findings here.