Learning From Microsoft's Error, Google Builds a Lobbying Engine

"We've had to grow quickly because our company has grown so fast and the issues that impact the Internet have come into greater focus in recent years," Davidson said.

Google's path is not unlike the one eventually taken by Microsoft, which was essentially represented in Washington for a long time by a single lobbyist. For a couple of embarrassing years in the mid-1990s, Microsoft's primary lobbying presence was "Jack and his Jeep" -- Jack Krumholz, the software giant's lone in-house lobbyist, who drove a Jeep Grand Cherokee to lobbying visits.

But after the Justice Department filed its antitrust lawsuit in 1998, Microsoft under Krumholz began what was then considered the largest government-affairs makeover in corporate history. The company now has one of the most dominating, multifaceted, and sophisticated influence machines around -- one that spends tens of millions a year. Microsoft has 23 people working out of its government affairs office in Washington; 16 are lobbyists.

Google is not that big. But it is set to move from temporary space on Pennsylvania Avenue NW to new and larger digs on New York Avenue NW. The suite will include a large meeting area where the company plans to hold seminars about the Internet and high-tech issues.

To make friends on Capitol Hill, Google plans to initiate Google 101, a series of tutorials for congressional aides that will teach them how to use Google's search engine better and faster. The aides will learn, for example, how to do simple math by writing numbers in the proper order on Google's search line.

Google has gotten serious about Washington's money game. The company established a political action committee last year and raised $57,220. For the next election, the PAC already has nearly half that amount on hand and company executives expect its political donations to soar.

Google is also attracting attention in the presidential campaign. It is co-sponsoring two candidate debates (one Democratic and one Republican) and has already hosted four presidential contenders at its California headquarters: Sen. Hillary Rodham Clinton (D-N.Y.), Gov. Bill Richardson (D-N.M.), former senator John Edwards (D-N.C.) and Sen. John McCain (R-Ariz.).

Google executives are parading through Washington with some frequency and being well-received, thanks to the advance work of their capital-based staff. In just the past few weeks, Google executives testified to Congress on such issues as immigration (Google wants more highly educated immigrants to work in the United States) and the future of video (Google owns YouTube, the popular video Web site).

The company has peppered the Federal Communications Commission with recommendations on how to handle a major upcoming auction of telecommunications spectrum. Google Washington's Richard S. Whitt, a former head of regulatory affairs at MCI, helped write those suggestions, which the company hopes will enhance people's ability to access the Internet -- and Google.

As for the company's future in Washington, "I expect we will grow in all dimensions," Davidson said. "We're not finished yet."