Do you not use SR-IOV for GCE?
Speaking from (decently informed) personal opinion here--
I see SR-IOV as a means to achieving certain networking characteristics, but one that historically didn't play particularly nicely with live migration (among other things), and one that locks you into particular silicon vendors, etc. It's a bit unfortunate that SR-IOV is often assumed as a prerequisite for high throughput, low latency, low jitter networking. On its own it doesn't guarantee any of those things (you're still beholden to the VCPU scheduler, if nothing else, and there's a lot of 'else'), and it's also not the only way to achieve those things. In particular there are a lot of ways to dedicate hardware to I/O service they aren't SR-IOV
I say this abstractly as I'm curious what your answer is and I think it might be very helpful to others considering your experience. (I just had to google "sr-iov" as I was typing this :) )
That said, SR-IOV isn't a BAD option if you don't care about live migration of VMs over a lifespan potentially longer than the underlying hardware platform. It's a good option if you can live with host-hardware-specific drivers in your guests, you're willing to standardize on a specific NIC as host hardware for the fleet where you'll be running VMs, and you're willing to deal with the resource commitment it requires to deliver on its performance promises.
So you can assign a virtual function from any SR-IOV-capable NIC into a VM using common code, but what the guest sees inside the VM will still be an Intel, Mellanox, Chelsio, etc. device. Naturally they'll need a driver for that device.
If your fleet includes NICs from a variety of vendors, you'd never be able to live migrate VMs between hosts with different NIC models. Until recently, no vendor I knew of included the relevant serialization and deserialization functionality to allow for live migration at all.
Here's what I mean:
http://fast.dpdk.org/doc/perf/DPDK_17_02_Intel_virtio_perfor... http://fast.dpdk.org/doc/perf/DPDK_17_02_Intel_NIC_performan...
Sriov can do almost equivalent to the pmd,I believe.
When they say "virtio-net" there they mean virtio-net inside qemu with vhost servicing the queues on the host side (note, we don't use vhost in GCE -- our device models live in a proprietary hypervisor that's designed to play nicely with Google's production infrastructure). One could just as easily expose what looked like an Intel VF to the guest and service it in the same manner (although there are good reasons not to).
One could also build a physical NIC that exposed virtual functions offering register layouts equivalent to VIRTIOs PCI BARs and used the VIRTIO queue format. If you assigned those into a guest, you'd be doing SR-IOV, but with a virtio-net NIC as seen by the guest. It also likely wouldn't perform as well as a software implementation (in its current form VIRTIO has a lot of serializing dependent loads which make it inefficient to implement over PCIe). There's some ongoing work upstream aimed at a more efficient queue format.
So, yeah, "it depends" is about the best you can do. SR-IOV really just says you're taking advantage of some features of PCI that allow differentiated address spaces in the IOMMU for a single device and (on modern CPUs) interrupt routing to actively running VCPUs without requiring a hop through the host kernel. The former is handy if you want the NIC to be able to cheaply use guest physical addresses (although the IOMMU isn't free either); the latter doesn't matter if the guest is running a poll-mode driver that masks interrupts, nor does it matter if the target VCPU isn't actively running.