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SAN FRANCISCO, Oct. 7 — For more than two years, a large group of engineers at Google has been working in secret on a mobile phone project. As word about their efforts has trickled out, expectations in the tech world for what has been called the Google phone, or GPhone, have risen, the way they do for Apple loyalists ahead of a speech by Steven P. Jobs.

But the GPhone is not likely to be the second coming of the iPhone — and Google’s goals are very different from Apple’s.

Google wants to extend its dominance of online advertising to the mobile Internet, a small market today, but one that is expected to grow rapidly. It hopes to persuade wireless carriers and mobile phone makers to offer phones based on its software, according to people briefed on the project. The cost of those phones may be partly subsidized by advertising that appears on their screens.

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