Chump change to Google.
The problem with fines for rich or monopolistic companies is that they really don't give a toss. Banks and tech companies regard fines as a normal business expense. What regulators need to do is evolve, and better understand what inflicts pain on corporate entities and their decision makers. Fines usually punish shareholders, and that's pointless because most shareholders are too small to be influential, and don't have the time or insight to become activists demanding change.
For banks and retail services, a straightforward temporary sales ban would be excellent - it affects many KPIs that the board will get rewarded for, and lower down the food chain it means staff are paid to sit around doing nothing for a while, and prospective customers realise that the company is on the naughty step, which they rarely do with fines. For Google, what would work as punishment? I'm not sure, but requiring them to permanently delete all instances of all data collected across the EU for the latest three months would probably concentrate management's minds a treat.