Website Monetization
Author: Anete Jodzevica 24 minute read
#Ad Monetization #Website Monetization
All Categories >Website Monetization > Ezoic vs. AdSense vs. Setupad: Which Earns More?

Ezoic vs. AdSense vs. Setupad: Which Earns More?

For publishers, selecting the right ad network is crucial for maximizing ad revenue, as it directly influences the effectiveness of ad placements and the overall user experience. 

In this article, we delve into the distinct features and capabilities of AdSense, Ezoic, and Setupad, providing a detailed analysis of how each platform serves publishers. Dive into the detailed comparison and discover which ad network is the perfect match for your publishing needs!

Ezoic vs. AdSense vs. Setupad: A Quick Overview

Traffic RequirementsNo minimum requirementsNo minimum requirementsRequires 100,000 monthly sessions to apply with the main traffic coming from GEOs like the USA, UK, Canada, and Australia
Revenue SharePublishers can choose either–ad funded option or a 10% revenue share. They offer 30 day free trial.Publishers get 68% for display ads and 51% for search. Respectively, AdSense takes 32% or 49% of your monthly revenue.Setupad solution is risk-free. Setupad doesn’t require a volume commitment before showing a revenue growth potential. Setupad earns money by taking a revenue share commission.
User ExperienceProvides user experience optimizationEnables limited control over ad placements
Balances ad placement and website performance, ensuring optimal ad visibility without compromising site speed and engagement
Minimum Payout$20 $100$100
Payment MethodsBank transfer, Payoneer, PayPal and checkCheck, EFT, wire transfer, EFT via SERABank transfer, PayPal, Payoneer, Wise, Revolut, Paysera
Payment FrequencyNet 30, net 60 or net 90Net 30Net 60
Ad OptimizationUses AI to optimize ad placement and automatically tries different layouts. Has diagnostic tools and features to optimize website and ad performance.Google automatically optimizes your ad space layout, but there are limited options for manual customization.Leverages advanced programmatic solutions and analytics, enabling publishers to maximize ad revenue through strategic placement and performance tracking.
Reporting & AnalyticsOffers real-time reporting and granular insights that analyze data in a comprehensive manner. It’s possible to connect Google Analytics to get insights on more detailed analytics. Offers top page reporting.Offers advanced reporting and analytics tools, providing publishers with detailed insights into ad performance metrics like impressions, eCPM, and fill rates. 
Support & CommunicationEzoic has 5 levels of support. With each level, extra support and interactions increase. Doesn’t offer an account manager. Support is available only through email. Provides exceptional support and clear communication, offering personalized assistance and expert guidance to help publishers navigate ad monetization challenges effectively.
Technology & FeaturesComplex ecosystem with multiple tools to optimize content monetization. The header bidding effectiveness depends on your Ezoic account level. Limited platform capabilities with access to only Google’s demand. Doesn’t support header bidding.Offers publishers a dynamic suite of programmatic monetization solutions, including a Header Bidding Wrapper, Prebid Manage Account, and a WordPress Plugin, all designed to optimize ad revenue, ensure compliance, and provide comprehensive control over ad inventory.
Policies and RestrictionsCorporate or e-commerce sites aren’t eligible for Ezoic. Websites should follow Google’s Policy, and AdSense’s policy, and have original content.Your site should be in AdSense-supported languages.The content should be original, and the site should be at least 6 months old. It also needs to comply with AdSense’s policy and use AdSense-supported language.The website must be compliant with the Setupad quality policy. Publishers must agree to paste our ads.txt onto their website and use all Setupad demand sources, including Google
Best ForExperienced publishers, growing sitesAd monetization beginners, small sitesSetupad’s products benefit publishers of all sizes, with or without their own AdOps team. We tailor solutions to each publisher’s unique needs, as long as their site delivers high-quality content and complies with our policies.

Why is it important to select the right ad network for your business?

Choosing the right ad network is vital for optimizing your website’s revenue potential. The ideal network should offer competitive revenue models and ensure the relevance and quality of ads.

What to look for when choosing your monetization partner?

It’s essential to consider the variety of ad formats available, ensuring they integrate seamlessly with your site’s design and content. Advanced technological capabilities, such as AI-driven ad targeting and optimization, are key for maximizing engagement and earnings. 

Compliance with legal standards, robust security measures against ad fraud, and reliable, transparent reporting tools are essential for maintaining user trust and effectively monitoring performance. 

Additionally, the network’s customer support, payment terms, market compatibility, and scalability should align with your business’s growth trajectory and specific needs. 

A Look into Google AdSense

Google AdSense was launched in 2003, allowing publishers to monetize their online content by displaying ads on their sites for the first time. It’s the most popular monetization platform among small websites and beginners since it offers a simple interface and easy onboarding.

It’s a simple monetization tool that is free of charge. 

However, AdSense has its limitations regarding optimization and support. Therefore, it’s an unpopular choice for large publishers wanting higher revenue. 

Key features of AdSense

AdSense offers a variety of ad formats (e.g., display, text, link) and simple analytics tools to monitor performance and revenue. It relies on manual testing for ad optimization, which means running many experiments and using testing tools to ensure everything is working properly. 

However, the lack of header bidding technology limits publishers’ ad space to Google Ads advertisers. In comparison, other platforms use various DSPs and SSPs, including Google AdX and Google Ads, to find the highest bid for the publisher’s ad space.

Pros and cons

AdSense prosAdSense cons
• It’s a free, self-serve platform

• Easy approval process

• Suitable for small publishers (<100K monthly traffic)

• Easy to set up, no advanced technical skills needed

• Auto Ads option allows users to easily serve ads without investing time in ad setup

• Allows users to choose between responsive and automated ads

• Doesn’t require updating coding for new ads each time

• Links to Google ecosystem (Analytics, YouTube)
• Lacks header bidding

• Can affect the website loading speed 

• Limited support

• Only uses Google’s demand

• Lacks ad optimization features, therefore it isn’t a good choice for large publishers

• High revenue-sharing percentages 

Diving into Ezoic

Ezoic is an end-to-end, self-managed platform for publishers of any size. Because of the low traffic requirements, it’s one of the most popular ad monetization platforms. 

Main features and what sets it apart

Ezoic connects to multiple ad networks, tracking ad and content performance and revenue using its proprietary big data analytics tool. It enables publishers to adjust their monetization goals and the amount of ads displayed on their websites.

Ezoic’s ad tester is an AI tool that tests the ad’s size, placement, and timing. It optimizes ad formats and layouts by using machine learning.

Ezoic LEAP gives optimization features and diagnostics to the publisher’s content so it can pass Google’s Core Web Vitals.

However, using Ezoic can be challenging for beginner publishers with limited technical expertise.

Advantages and disadvantages

Ezoic prosEzoic cons 
• 30-day free trial

• Offers monetization for all websites

• Complete content monetization ecosystem

• In-depth real-time analytics

• Multiple ad formats

• Header bidding

• Easy integration through Cloudflare CDN

• Offers Google AMP converter for mobile sites

• Google Certified Publishing Partner
• The free version doesn’t offer many features

• You must set up a premium account to get higher CPM advertisers and better-quality ads

• Slows down the site, you have to pay extra for the “Speed Accelerator” service

• Places auto ads on empty placements, meaning the most popular sizes aren’t used

• Can only use tools from the Ezoic ecosystem

• Difficult learning curve for beginners

• Performance-based DSP and SSP access

• Complex pricing structure (based on monthly visits and revenue)

• Lock-in contracts

• Common reports of too many ads and bad UX on sites

• It’s mandatory to use their Nameserver, which also slows down the website speed

A Look into Setupad

Setupad is as a dynamic monetization platform, offering a suite of sophisticated, in-house developed programmatic monetization solutions. These tools are designed specifically to assist publishers and significantly enhance ad revenue.

As a recognized Google Certified Publishing Partner (GCPP), Setupad demonstrates a commitment to excellence in serving publishers and maximizing their revenue potential. Additionally, Setupad is an official Prebid partner, contributing to the development of a transparent header bidding ecosystem. 

Key features of Setupad

Here are 7 main services and features Setupad offers:

  • Setupad Header Bidding Wrapper–a tag-based prebid.js monetization solution connecting publishers’ ad space with top demand partners, facilitating easy implementation and running a hybrid prebid.js auction.
  • Setupad Prebid Manage Account–enables publishers to upgrade their AdSense earnings with access to GAM and Google AdX, including optimized price floors and PMP campaigns.
  • Setupad Prebid AdSense–enables to combine AdSense demand with Setupad’s Prebid demand from premium SSPs in real-time auctions, maximizing ad revenue.
  • Setupad Prebid–customized prebid.js software optimizing direct campaigns with programmatic demand partners, connecting all ad space for increased ad revenue.
  • Setupad Prebid Self-Serve–a user-friendly platform to manage direct SSP connections and daily optimization tasks, giving publishers control over ad inventory monetization.

  • Setupad WordPress Plugin–designed to manage and optimize inventory effectively with features like flexible ad placements, device targeting, ads.txt management, lazy-load ad placements, tracking, ad alignment, related posts section, and revenue maximization.

The upsides and potential downsides

Setupad prosSetupad cons
• Dedicated Account Executive and technical support

• Free CMP

• Free WordPress plugin for managing ad tags

• Ad layout and ad setup optimization tips

• Advanced ad formats like sticky, native, and video ads

• Advanced header bidding technology with 31+ premium ad exchanges, including Google AdX

• Ad blocker audience monetization

• Smart ad refresh solution

• Strongest anti-malvertising software and high-quality ads

• Advanced analytics dashboard with Google Analytics integration and custom recommendation

• Ad viewability rate for each ad unit and the total ad viewability for domain level for selected time periods

• Real-time reporting data, distribution by demand sources, geolocations, and more

• Free Google Chrome extension to monitor the bidding process and daily results for each Setupad ad tag, as well as functionality to report competitor ads

• Google Certified Publishing Partner
• Requires 100,000 monthly sessions to apply with the main traffic coming from GEOs like the USA, UK, Canada, and Australia

• Low-quality websites aren’t accepted

Payment Terms & Revenue Potential

AdSense’s payment timelines and methods

Google AdSense has 2 payment methods:

  • For display ads, AdSense gives you 68%.
  • For search ads, AdSense gives you 51%. 

The audience’s region and niche are essential in determining the AdSense revenue. There’s a higher chance of earning more from high-income countries (e.g., the US) than the audience from developing countries. 

It’s said that publishers can get roughly $0.2 – $2.5 for 1,000 views. However, it depends on many factors, including your site’s content, the users’ location, time on site, and their devices.

There’s an AdSense revenue calculator to get an estimate of possible earnings. 

AdSense’s high revenue share and lack of advanced technology mean publishers will likely have higher returns with other platforms. 

Ezoic’s payment timelines and methods

Ezoic makes payments on a net 30, net 60, and net 90 basis. The payment threshold is $20. 

Ezoic offers a 30-day free trial, and publishers can then choose between an ad-funded option and the 10% revenue share option.

The revenue sharing and access to ad partners depend on the publisher’s subscription level, and Ezoic’s premium level requires a one-year contract.

Ezoic promises publishers they can eventually earn $40-$60 per 1,000 page views, but many factors can affect the publisher’s ad earnings, and it can take a while to see the actual impact. 

Lower subscription levels don’t have access to all Ezoic’s ad partners, thus limiting the publisher’s earnings. 

You can calculate the EPMV (earnings per thousand visitors) through the Ezoic EPMV calculator

Setupad’s payment timelines and methods

Setupad has established payment terms that are designed to cater to a wide range of preferences and requirements. The payment threshold is set at $100.

In terms of payment schedule, Setupad operates on a net 60 basis, meaning payments 

are processed 60 days post the conclusion of the billing period during which the threshold is met.

Setupad offers several payment methods, including:

  • Traditional bank transfers 
  • PayPal, Payoneer, Wise, Revolut, and Paysera. 

Moreover, Setupad confidently promises a significant boost in ad revenue, guaranteeing at least a 30% increase over Google AdSense and Google Adx when their recommendations are followed. Many clients experience even more substantial gains, with some reporting up to a 300% increase in ad revenue.

Setupad encourages publishers to conduct a test run to provide a tailored estimate of potential results.

For a seamless ad revenue calculation using Google Analytics data, you can use Setupad’s free ad revenue calculator.

Ad Formats & Variety

AdSense ad formats 

AdSense supports various ad formats, such as display, native, in-feed, in-article, multiplex, and mobile ads. However, AdSense no longer supports video ads for websites.

adsense ad formats

Ezoic ad formats

Ezoic offers a versatile array of ad types, including native ads that blend with content, vignette ads for transitional impact, and AI-optimized auto-insert ads. 

Their portfolio also features user-friendly formats like anchor ads, side rails, sticky sidebars, and engaging floating video ads. This diverse range ensures optimal user engagement and revenue generation for publishers by fitting seamlessly into various website layouts.

Setupad ad formats 

Setupad offers a variety of display ads, including native, banner, and interstitial ads, alongside video ads such as outstream and instream, and specialized mobile ads like AMP and in-app ads

You can check out more of Setupad ad formats here.

Additionally, Setupad advises all clients to utilize the Setupad Google Chrome extension. This tool simplifies ad content management, enabling you to promptly report and block unwanted ads, ensuring a more controlled and desirable ad experience on your site.

Setupad Chrome Extension

Website Speed & Performance Impact


While AdSense doesn’t offer specific features for website speed optimization, it’s crucial to recognize that optimizing a website’s performance is vital for both ad revenue and a positive user experience.

AdSense ads can impact site speed, so publishers need to balance ad placements with site performance considerations.


Ezoic enhances site speed with features like automatic image optimization and caching, which are designed to improve web page loading times. 

It’s important to note that access to Ezoic’s site speed Acceleration feature may require additional payment.


Setupad stands out by offering its clients a complimentary website loading speed audit. This service includes expert recommendations tailored specifically to each website, helping publishers optimize their site performance effectively. 

Additionally, Setupad implements a one-second timeout for ad auctions, typically concluding them within 400 milliseconds. This approach minimizes the impact on site speed, ensuring that ads are delivered efficiently without significantly affecting the user experience.

Customer Support & Community

AdSense’s support structure 

AdSense has a very simple customer service:

  • An email address where you can reach them.
  • FAQs page to find answers to the most common questions.
  • Articles that can help to solve some issues. 

However, AdSense’s support system tends to lack the personalized, human expert touch found in more advanced ad platforms. This can mean that resolving unique or complex issues might require more time, as the support is more self-service oriented than hands-on.

Ezoic’s support structure

Ezoic provides a more hands-on customer service experience, with an expert team available through dashboards, chatbots, and email. For urgent matters, they offer phone support. 

However, the level of support you receive depends on your subscription plan. This tiered approach means that while basic support is available to all users, more comprehensive assistance might be limited to higher-tier subscribers.

Setupad’s support structure

Setupad’s customer support is a cornerstone of their service, renowned for its accessibility, responsiveness, and expertise in ad monetization. Publishers can reach out through various channels, including email, phone, and live chat, ensuring easy access to assistance.

The Setupad team is known for their prompt responses, which are crucial for swiftly addressing any ad-related issues that could impact website performance or revenue. Their expertise in adtech allows them to offer both technical and strategic advice, aiding publishers in optimizing ad placements and maximizing earnings.

Beyond direct support, Setupad offers a wealth of educational resources like guides and articles, empowering publishers with the knowledge to navigate the ad tech landscape better. 

Setupad Content Library

Furthermore, with a dedicated Account Executive, publishers receive personalized guidance from onboarding, ensuring their website or app is fully optimized for maximum revenue generation. This level of individualized support, covering everything from ad placement to continuous monetization strategies, demonstrates Setupad’s commitment to each publisher’s unique success.

Integration & Compatibility

AdSense’s integration process 

Integrating AdSense with websites is straightforward. Publishers must insert a provided code into their site and activate the “Auto Ads” feature. 

This simplicity allows ads to appear automatically. AdSense also offers the flexibility to exclude specific ad categories, giving publishers control over the content displayed on their site.

Ezoic’s integration process

Ezoic presents a more involved setup process than AdSense, which might be challenging for beginners. It requires changing nameservers and manually creating ad placeholders. 

Despite this complexity, Ezoic’s ad tester feature is a significant advantage. It enables publishers to experiment with different ad units, sizes, placements, and types, optimizing for the best user experience and revenue performance individually.

Setupad’s integration process

Setupad’s integration process is designed for efficiency and ease with 6 main steps:

  1. Sign up by providing your website domain and contact details.
  2. Receive login credentials to access Setupad’s user interface (UI) via email.
  3. Download the ads.txt file from the UI and upload it to your website’s root folder.
  4. Fill out the Google Publisher Form sent via email.
  5. Collaborate with Setupad to finalize ad placements and sizes suitable for your website.
  6. Implement the provided ad codes through your ad server or your website.

This process ensures a seamless transition into using Setupad, with clear steps and ongoing support, making it accessible even for those new to ad monetization.

Flexibility & Customization


AdSense provides some customization options, but the level of control isn’t extensive. There’s no built-in A/B testing functionality, so you must implement and track tests separately.


Ezoic provides granular control over ad layout options, enabling publishers to customize ads’ placement, size, and appearance. Advanced A/B testing capabilities also allow for comparing different ad configurations and determining which performs better.


Setupad’s platform is designed to adapt to the unique needs of each publisher, providing tailored solutions that maximize ad revenue while maintaining a positive user experience. 

Publishers can customize ad placements and formats through tools like the Setupad WordPress Plugin, which offers options for device targeting, ad alignment, and lazy-load placements. Setupad Header Bidding Wrapper and Prebid solutions enable a hybrid auction setup that optimizes the balance between direct and programmatic demand, ensuring that each ad space is utilized to its full potential. 

Moreover, Setupad’s dedicated support team is always on hand to assist with any issues or questions, ensuring that publishers receive expert guidance and solutions tailored to their needs.

Transparency & Analytics


AdSense doesn’t provide advanced data or high-quality tools for analytics. It gives context to overview basic data and ad performance, but it’s limited only to content ad units. This means that it doesn’t include data for search boxes, mobile ads, or link units.  

The lack of in-depth reporting is one of the reasons why publishers move away from this network to a more comprehensive platform. 

However, publishers can also link their AdSense account to Google Analytics to better understand how ads affect their website.


Ezoic provides robust analytics tools that help publishers analyze different metrics related to their website monetization. Page-level reporting allows to spot the best-performing campaigns and analyze the ROI of each campaign.

It enables publishers to see how valuable different site content categories are and inspect different areas like landing pages, scroll depth, and word count to maximize your revenue.  


Setupad offers comprehensive insights into your website’s ad performance. Upon successfully validating your website, you will receive login credentials for the Setupad reporting system. 

This platform provides a detailed view of your ad revenue metrics, including ad requests, impressions, average eCPM, fill rates, and real-time statistics updated every 30 minutes.

Setupad dashboard

Conducting a four-week test is recommended to fully harness the potential of Setupad’s system. This duration is strategically chosen as observing optimal results typically takes two to four weeks. 

The extended testing period allows for integrating most SSPs, ensuring a thorough and effective evaluation of the platform’s performance on your site. This approach maximizes your revenue potential and comprehensively explains how different ad strategies perform in real-world scenarios.

Mobile Optimization


Regarding mobile optimization, AdSense offers responsive ad units that automatically adjust their size based on the device’s screen size. This feature is crucial for maintaining a good user experience on mobile devices. 

AdSense also adheres to Google’s mobile-friendly guidelines, ensuring that ads do not negatively impact the mobile user experience, which is essential for SEO and retaining mobile traffic.


Ezoic’s platform can dynamically test ad locations, sizes, and types to determine the combinations that yield the best user experience and revenue performance on mobile devices. 

Their system also considers the impact of ads on site speed and user engagement, which are crucial factors for mobile users. Ezoic’s Big Data Analytics provides insights specifically for mobile traffic, allowing publishers to make data-driven decisions.


Setupad focuses on header bidding technology, which can be particularly beneficial for mobile monetization. Their platform is designed to ensure that ads displayed on mobile devices are optimized regarding loading times and viewability, which are key factors for mobile users.

Setupad’s approach to mobile optimization includes selecting the most suitable ad formats for mobile and ensuring that ads are served efficiently to improve user experience and maximize revenue. They also provide analytics and reporting tools that give insights into mobile ad performance, helping publishers to continuously optimize their mobile ad strategy.

Testimonials & Case Studies

Setupad’s track record of success showcases their commitment to helping publishers thrive.

With a blend of expert support and tailored ad solutions, the case studies below highlight how Setupad effectively boosts revenue and enhances user experiences across diverse publishing platforms.

Real-world success stories from Setupad’s users

Tiberiu, the owner of “My collaboration with Setupad is very good. It’s exactly the type of connection I was expecting. My Account Manager [Kristiana Biteniece, Technical Account Manager at Setupad] seems like the type of person you can trust. I like the fact that she looked at the site and proposed the type of ads to use, giving me valid arguments for certain types of ads. The fact that you have a direct connection with the account manager is a beneficial thing, I feel that I can express my problems related to the site in a private way. To be honest, I hope that this collaboration lasts as long as possible.”

Source: 497% Ad Revenue Increase | Case Study

Barnabas, founder: “For me, the most valuable thing in Setupad is that I feel like being handled like a valuable person, and they give me practical advice I cannot get from elsewhere. They really do look at my page intelligently and thoughtfully and bring me ideas for improving it. Money is important but that is not all that matters.”

Source: 144% Ad Revenue Increase with Fewer Ads | Case Study

The owner of “I am very impressed. My favorite part [of our collaboration] is the dedicated Account Executive, who is available via Skype as well. Very easy to get in touch with them, and always quick to respond. In fact, Linda [Linda Kolontaja, Head of Sales at Setupad] has been very kind and have been very co-operative during the ad implementation, and providing valuable suggestions that I believe are one of the major reasons behind this success.” 

Source: 62% Ad Revenue Increase and Better UX | Case Study

Alexandru Cuibari, CEO at “We began our collaboration with Setupad after 10 years+ of working with Google Ads and saw an increase of 30% in our ad revenue. The integration was smooth, and the math was simple. Even with the same traffic, we make more money without crowding the website with too many banners.”

Source:– Monetization Case Study | Setupad

Brian Williams, founder: “I have worked with three other ad network services. My experience with Setupad has been far and away the best. At the time that I was working with the others, I thought they were good. My experience with Setupad has been on another level!”

Source: 179% eCPM Growth over Google AdSense | Case Study

Joacim, Founder of “Switching to Setupad was extraordinarily beneficial, resulting in a remarkable increase in ad revenue. Compared to standalone Adsense, our revenue skyrocketed by more than 300%. This increase was so significant, it could be described as a revenue explosion. Transitioning to Setupad has truly been a game-changing decision for us!”

Source: 309% Ad Revenue Increase Over Google AdSense | Case Study


Our case studies have demonstrated that Setupad can outperform AdSense and Ezoic regarding ad revenue generation and overall publisher satisfaction. 

Catering to a wide range of publishers, Setupad’s solutions are versatile and well-suited for anyone who produces high-quality content and adheres to our policies. This adaptability and proven effectiveness positions Setupad as a superior choice for publishers looking to optimize their ad monetization strategies and maximize their earnings.

Don’t miss opportunities to maximize your ad revenue with a trusted website monetization partner like Setupad. Sign up today!

Frequently Asked Questions (FAQs)

How do the three services compare in terms of cost?

AdSense, Ezoic and Setupad are free to join. AdSense takes a cut from the ad revenue (e.g., 32% for display ads), Ezoic offers a premium service for a fee, which promises higher earnings. Setupad earns money by taking a revenue share commission.

Which ad network is best for small publishers vs. large publishers?

AdSense is often recommended for beginners due to its ease of use and low entry barriers. Both Setupad and Ezoic are more suitable for larger publishers, offering advanced features and customization that can better serve high traffic volumes and complex ad optimization needs.

How do the platforms handle ad blockers?

AdSense has limited direct features to counter ad blockers, Ezoic offers solutions to serve compliant ads to users with ad blockers, Setupad implements strategies to mitigate the impact of ad blockers, potentially by serving non-intrusive, compliant ads.

What are the minimum traffic requirements for each platform?

AdSense and Ezoic have no minimum traffic requirements, but content quality guidelines are strict. Setupad generally targets publishers with at least 100,000 monthly impressions, focusing more on medium to large publishers.

About Anete Jodzevica
Anete is a content marketing specialist at Setupad. In addition to writing articles, she works at gathering information, verifying data, and explaining complex concepts to others. Anete believes that simplicity is the key to brilliance.

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