Buying a website with an active Google AdSense account can be a smart investment. However, not every website is worth your money. You need to evaluate multiple factors before making a decision. In this article, we’ll cover the key criteria that will help you determine if a website is a good buy.
1. AdSense Account Status – Is It in Good Standing?
The first thing you should check is whether the AdSense account linked to the website is in good standing. An account can be restricted or banned for various reasons, such as:
- Invalid click activity (clicking on ads to generate revenue artificially).
- Low-quality traffic (bot traffic, incentivized clicks).
- Violation of AdSense policies (content violations, misleading ads).
To verify the account status:
✅ Ask the seller to share AdSense earnings reports.
✅ Request a live screen-sharing session to see the AdSense dashboard.
✅ Check if there are any warnings or violations in the account.
If the website’s AdSense account has past violations, Google may ban it anytime. Proceed with caution.
2. Website Traffic – Is It Organic and Sustainable?
Not all traffic is equal. Websites with high-quality, organic traffic tend to perform better in the long run. Before purchasing, analyze:
Key Traffic Metrics to Check
- Monthly visitors – How many users visit the website? 10,000+ monthly visitors is a good benchmark.
- Traffic sources – What percentage comes from organic search, social media, paid ads, or referrals?
- Geographic distribution – Are visitors from high-value regions like the US, UK, or Canada?
- Bounce rate – A high bounce rate (above 80%) may indicate poor content quality.
- Time on site – Ideally, visitors should stay for at least 1-2 minutes.
🔹 Use tools like Google Analytics or Ahrefs to analyze traffic quality.
Red flags:
❌ A sudden spike in traffic – It may indicate bot traffic or a short-term trend.
❌ Low organic search traffic – Websites relying on paid ads might not be sustainable.
❌ High traffic from questionable countries – If most visitors are from low-ad-value regions, earnings may be low.
3. Revenue and Profitability – Is the Site Making Real Money?
A website with AdSense must be profitable to be a good investment. Look for consistent revenue over the past 6-12 months.
What to Check in the Earnings Report?
- Monthly AdSense earnings – A website earning $500+ per month is a good target.
- Revenue trends – Are earnings increasing, stable, or declining?
- Cost per click (CPC) & RPM – CPC should be $0.30+, and RPM should be $10+.
🔹 Request access to AdSense reports to verify earnings.
🔹 Compare AdSense earnings with traffic numbers – If the revenue per visitor is too low, the site may not be optimized well.
4. Domain & SEO Strength – Is It Built to Last?
A strong domain and good SEO practices help a website rank higher on Google.
Domain Factors to Consider
- Domain age – Older domains (5+ years) have better authority.
- Domain history – Check past ownership in Wayback Machine.
- Exact match domains (EMDs) – Domains with keywords (e.g., bestlaptops.com) may rank better.
SEO Metrics to Evaluate
✅ Domain Authority (DA) – A DA above 30 is a good sign.
✅ Backlink quality – Avoid websites with spammy backlinks.
✅ Top-ranking keywords – Use SEMrush or Ahrefs to check rankings.
🔹 Google penalties can destroy a website’s ranking. Use Google Search Console to check for manual actions.
Red Flags:
❌ PBN links (Private Blog Networks) – Google may penalize these.
❌ Over-optimized content – Keyword stuffing leads to penalties.
5. Content Quality – Is It Engaging and Unique?
A website with high-quality, original content will perform better in search rankings. Check the following aspects before buying:
✅ Content uniqueness – Use Copyscape to check for plagiarism.
✅ Readability – Articles should be easy to read (Flesch reading score of 60+).
✅ Content format – Well-structured articles (H1, H2, bullet points) rank better.
✅ Regular updates – Websites updated at least once a month tend to perform better.
If the content is poor or copied, it may be difficult to grow the website.
6. Technical Health – Is the Website Fast and Secure?
A slow or broken website will hurt user experience and lower AdSense revenue.
🔹 Check Google PageSpeed Insights – Aim for a score of 80+.
🔹 Ensure the website is mobile-friendly – Over 60% of traffic comes from mobile.
🔹 Verify SSL security – Websites without HTTPS lose rankings.
🔹 Ensure the CMS (WordPress, Shopify) is updated and secure.
If the website has technical issues, fixing them might require extra costs.
7. Legal & Policy Compliance – Any Risks?
AdSense has strict policies. A website violating these risks a permanent ban.
🔹 Check if the site follows Google AdSense content policies.
🔹 Ensure there are no copyrighted images or text.
🔹 Verify GDPR compliance if the site has EU traffic.
Red Flags:
❌ Niche violations – Gambling, adult, or hacking content is not allowed.
❌ Clickbait or misleading ads – This can lead to a ban.
8. Seller Reputation – Can You Trust Them?
Before buying, research the seller to avoid scams.
🔹 Use Escrow.com to secure payments.
🔹 Check the seller’s history on Flippa, Empire Flippers, or Motion Invest.
🔹 Ask for proof of ownership (e.g., Google Analytics access).
Red Flags:
❌ A seller who rushes the deal.
❌ No verifiable transaction history.
Final Thoughts – Is the Website Worth Buying?
Buying a website with an active AdSense account can be a profitable investment if you do your research. Always check:
✅ AdSense account status
✅ Traffic quality
✅ Earnings consistency
✅ SEO strength
✅ Content uniqueness
✅ Technical performance
✅ Legal compliance
✅ Seller reputation
If a website meets these criteria, it can be a great addition to your portfolio. However, if you find red flags, it’s best to walk away.
Would you buy a website today? Let me know your thoughts in the comments! 🚀