Haven't been active in analysis for several months but IMO Google isn't a buy right now for the following:
- Rising interest rates and big tech don't go well together.
- We're in/entering a recession. As layoffs increase we'll see advertising budgets get slashed as well. Ad revenue has been soft in other tech platforms and I would expect Google to be the same.
- Inflation is a very real problem that isn't going away anytime soon. Food and gas are relatively inelastic and that's where tightening consumer budgets will focus meaning less money for discretionary markets where ad budgets are bigger.
- Back to layoffs, what other Google products are going to be impacted? I would expect to see a slowdown in cell phone sales as well.
i'm sure there's a pro column to be written but those are my reasons not to by them right now.