Absolutely, and I would add Google Analytics to that list of "big services" as well.
Ah yes, urchin! God that's a blast from the past.
Re:Google Buys Fitbit for $2.1B
by scarface74 on Friday November 01, 2019 @10:21AM
(#21419136)
Google ads - where they did advertising on their own site was homegrown. DoubleClick helped them expand to other sites. None of their hardware acquisitions have been successful. Android hadn’t developed a piece of hardware when it was acquired AFAIK.
See https://en.wikipedia.org/wiki/List_of_mergers_and_acquisitio... for a good chronologic list.