Google's parent company Alphabet has its fingers in a lot of pies,
and right now that's making things a little sticky.
It's missed its $7billion quarterly results estimate -
with sales growth offset by increased spending to promote its consumer gadgets and experimental new businesses.
"I think the test will be can it monetise some of those developments and monetise them aggressively in the next 12 to 18 months. And here I'm thinking about artificial intelligence and natural language processing. We can find a way for consumers to use those products and to do so for money."
Though growing demand for pricey ads on mobile apps has kept Google's core ad business surging,
Expenses jumped 27 percent to $24.7 billion against the same period last year.
But the Company's CEO says investments are paying off,
And analysts agree, it would be wise to look past this quarter.
"It's not how well they are doing at the moment, but how well they are going to do in future. Advertising is obviously their key market. Digital advertising spending expected to grow considerably between now and 2020 and Google will likely capture the lion's share of that spending, so it is really all about trying to maximise the profitability of that division, I would say."
Last year, for the first time, it cracked 100 billion in full-year revenue, led largely by its ad sales.
Patient investors - will no doubt note that, while also weighing up the impact of further regulation on privacy which could hit Alphabet and its rivals.