Passive income from a website: what advertising really pays
Realistic estimates by traffic volume, AdSense vs direct-sales gap, concrete cases at 500, 2,000 and 10,000 EUR/month.
July 24, 2026
TL;DR
Unvarnished numbers, EU market 2025.
Real tiers
- EUR 500/month: 15-30k visitors, general B2C niche, 2-3 slots sold direct.
- EUR 2,000/month: 60-120k visitors, vertical niche (finance, health, tech), 4-6 recurring advertisers.
- EUR 10,000/month: 300k+ visitors, established brand, in-house sales + Addirectly as fallback.
What moves the needle
- Vertical topic (2-4x vs generalist).
- Direct sales (3-5x vs AdSense).
- Publishing consistency.
FAQ
How long to reach EUR 500/month? 12-24 months from zero.
Team required? No, up to EUR 2,000/month.
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