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How pricing works

Sites trade on a multiple of monthly profit

Not revenue — profit. A site earning $3,000 a month with $900 of writer and hosting costs is a $2,100 profit site, and that is the number the multiple applies to.

The formula

Monthly net profit × multiple = asking price. A 34× multiple on $2,100 profit prices the site at roughly $71,400 — around 34 months to recoup.

What raises the multiple

Diversified traffic, more than one revenue stream, an email list, stable or growing 12-month trend, and documented processes a buyer can actually follow.

What lowers it

A single traffic source, one ad network, declining revenue, thin or AI-spun content, or a niche exposed to a core update. Under 24× usually signals one of these.

Verification

A verified badge means we have seen the live AdSense and analytics accounts ourselves. Unverified means seller-reported — price that risk in, or ask for proof before bidding.

Due diligence on an AdSense website

The listing tells you what the seller wants you to know. Due diligence is about what they have not said. Five checks catch most problems.

1. Is the revenue real, and is it the seller's?

Ask for a live screenshare of the AdSense dashboard, not a screenshot. Check the payee name matches the seller. Look at the last 12 months, not the last 30 days — a spike from one viral post is not a business.

2. Where does the traffic actually come from?

A site at 95% organic from one country is one core update away from losing most of its value. Check Search Console for impression trends and look at how concentrated the top pages are — if three URLs carry 70% of sessions, you are buying three articles, not a site.

3. Does the content survive inspection?

Read five random articles. Run a few through the plagiarism checker and the readability checker. Spun or thin content is cheap to produce and expensive to inherit.

4. What is the backlink profile like?

Use the backlink checker and suspicious domain checker. Paid links and PBN footprints transfer to you along with everything else.

5. Can you actually run it?

Ask what the seller does each week. If it depends on relationships, a specific writer, or an expired API integration, that is a cost you will inherit and it belongs in your profit maths.

AdSense accounts cannot be transferred. You are buying the traffic and content that earns the revenue, not the Google account. After transfer you place your own ad code — expect a short dip while the new units calibrate, and budget for an RPM that may differ from the seller's.