Buying Failing Sites Instead of Ads? The Surprising Growth Hack Revealed

8 Dec 2025 · 1 min

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In this segment, the speaker describes a growth experiment that replaces traditional paid advertising with the acquisition of existing digital properties—specifically failing SEO tools or sites that already have an active visitor or user base. By purchasing these assets (e.g., a $30,000 acquisition of a product with a solid user base), the team can demolish, integrate, and repurpose the existing audience at a lower cost than driving traffic through ads. The approach hinges on the premise that buying underperforming but still‑visited properties is a cheaper, faster way to obtain qualified traffic, especially as many SEO tools fail to adapt and become ripe for purchase.

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One marketing experiment that we're running is instead of spending money directly on ads, spend that money to acquire the property that already has the visitor base or user base that uses the product, even if they don't— That's a continuing strategy for you. Yeah, we've been doing that for years, but we're going back to it. Yeah. Like, I don't know the company name. I think we just bought something for $30,000. We reviewed the product, product was great. We're like, cool, demolish it, has users, integrate it and move on. Because it was cheaper to do that than it is to send traffic to ads and get that audience. You just had to buy a lot these failing SEO tools in the next few years if they don't work because they're not adapting.