GOOG vs NOW: Which Is the Better Buy?
Side-by-side comparison of Alphabet Inc. and ServiceNow, Inc. — fair value, conviction, valuation metrics, and QuantHub research signals.
Updated 2026-09-24.
Alphabet Inc. · Communication Services
$334.98
+15.8% upside to fair value
Med Conviction
Grade B
High Quality
VS
ServiceNow, Inc. · Technology
$139.82
+16.2% upside to fair value
Med Conviction
Grade A-
High Quality
QuantHub Verdict
NOW has more upside to fair value
(+16.2%).
These are model outputs — not personalized investment advice.
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Valuation & Fundamentals
| Metric |
GOOG |
NOW |
| Current Price |
$334.98 |
$139.82 |
| Fair Value Estimate |
$387.82 |
$162.50 |
| Upside to Fair Value |
+15.8%
|
+16.2%
|
| Market Cap |
$4,065.3B |
$144.6B |
| Forward P/E |
—
|
—
|
| EV / EBITDA |
12.7x
|
43.1x
|
| Price / Sales |
9.1x
|
9.8x
|
| Price / FCF |
76.4x
|
31.5x
|
| Revenue Growth YoY |
+24.2%
|
+24.0%
|
| Gross Margin |
60.9%
|
74.8%
|
| Operating Margin |
33.1%
|
11.4%
|
| Return on Equity |
50.8%
|
13.8%
|
| Dividend Yield |
0.26% |
0% |
| FCF Yield |
1.31%
|
3.17%
|
| Analyst Consensus |
Strong Buy
|
Strong Buy
|
Investment Thesis
Alphabet Inc. is the parent of Google Services, Google Cloud, and Other Bets, monetizing Search, YouTube, Android, Chrome, Google Play, Workspace, and enterprise cloud and AI infrastructure across the globe with roughly 190,820 full-time employees. The business quality is high: trailing-twelve-month gross margin is 60.9%, operating margin is 33.1%, net margin is 54.8%, and return on equity is 50.…
ServiceNow provides a cloud-based enterprise workflow platform spanning IT service management, operations, employee workflows, CRM, AI orchestration and security. Business quality is high because its common data model, deeply embedded workflows and cross-department deployments create meaningful switching costs, while roughly 90% of the Fortune 500 use the platform and more than 85 billion workflo…
Accumulation Zones
| Metric |
GOOG |
NOW |
| Zone Low |
$290.87 |
$121.88 |
| Zone High |
$329.65 |
$138.12 |
| In Buy Zone? |
No
|
No
|