At what point does Big Corp run out of things to abuse?
If the fines just become a cost of doing business the finance and legal teams can probably get creative and invent new ways of mashing up old abuses over time.
I think the underlying theme here, then, is that the fines are necessary but not sufficient.
It's very simplistic to look at their yearly revenue and say they can just absorb it. If the money they made off of an activity like this was less than the fine, absorbing it won't make sense.
Finally, Google is also liable to face civil actions for damages that can be brought before the courts of the Member States by any person or business affected by its anti-competitive behaviour. The new EU Antitrust Damages Directive makes it easier for victims of anti-competitive practices to obtain damages.
Imagine if Google went to jail and had to work for 13 cents an hour making license plates.