This took surprisingly many searches to answer - I was expecting to find this neatly tabulated from earning reports etc. But anyway :
"Alphabet generated $32.3 billion in revenue during the fourth quarter, up 24% from the same period last year. It was Alphabet’s highest-revenue quarter ever, beating out the prior quarter. About $27.2 billion of that revenue, or 85%, came from Google’s advertising business."
I also found it interesting how much Google pays for "traffic acquisition" (like paying Mozilla for default search etc):
" In its most recently completed quarter, traffic-acquisitions costs were $6.5 billion, or 24% of Google’s advertising revenue, up 33% from the same period last year. Google’s strongest growth areas—mobile search and programmatic advertising—carry higher traffic-acquisition costs, Alphabet chief financial officer Ruth Porat said on the earnings call."
(this is of course how Facebook is competing with Google: they have a captive audience that they additionally know very well).
As far as I can tell ad revenue is growing faster than all of google's "hobby" projects... They're still an advertising company with a couple of tech projects in a shed in the garden.
