Google Cloud has borged data migration specialist Alooma, making it just that little bit easier to convince organisations with large amounts of data to throw in their lot with the third-placed but growing platform.

Alooma describes its service as an “enterprise data pipeline”, which offers “ETL at scale” and currently “brings all your data sources together into BigQuery, Redshift, Snowflake, Azure, and more”. For now at least.

The buy represents a further building out of Google’s onboarding pipeline – and of its operations in Israel – following its acquisition last year of enterprise cloud migration specialist Velostrata.

The deal is subject to the usual regulatory and financial formalities, but once it’s sealed, Google’s Amit Ganesh, and Dominic Preuss, reckons it “is a natural fit that allows us to offer customers a streamlined, automated migration experience to Google Cloud, and give them access to our full range of database services, from managed open source database offerings to solutions like Cloud Spanner and Cloud Bigtable.”

“This simplified migration path also opens the door for customers to take advantage of all the technologies we have to offer, including analytics, security, AI and machine learning,” they continued.

Alooma’s founders, Yoni Broyde and Yair Weinberger, described the deal as “the evolution of our long-standing partnership with Google Cloud. It follows several native integrations, over the years, from Google Ads and Analytics to Cloud Spanner and BigQuery.

“We believe that as part of Google Cloud — bringing together the best-in-class data migration and integration services — we can make our customers and partners even more data driven and successful,” they continued.

“Joining Google Cloud will bring us one step closer to delivering a full self-service database migration experience bolstered by the power of their cloud technology, including analytics, security, AI, and machine learning.

Did you notice those last six words were the same, and in the same order as in Google’s statement? Synchronicity, eh.

This all begs the question what happens if Alooma’s customers still want to migrate data….just not to Google’s Cloud. The search giant told TechCrunch that it would be business as usual for existing customers who are porting their data to AWS, Azure and others, but that new customers would only be taken on if they’re migrating to GCP.

To date, Google Cloud could perhaps have been seen as the biggest also ran in the cloud stakes. However, it is apparently ratcheting up growth in the US, with its tech stack, including  Kubernetes – which originated at Google – drawing increasing enterprise attention.