I struck up a conversation with Andrea during my time in Bali who was from Italy—he runs a five-person marketing firm.
But the way they make money?
Unlike anything I’ve ever heard.
To explain, let’s do a quick recap. You might remember my article on the types of demand we discussed:
Intent-Driven Demand → People actively searching for a solution to their problem.
Hook-Driven Demand → People scrolling through social media, pulled away by a catchy ad that grabs their attention.
Sometimes, the search volume for intent-driven demand isn’t high enough, but Google still has businesses lining up to buy ads.
So, if you’re Google, and you’ve got businesses willing to pay for search ads but not enough search volume, what do you do?
If you can source more traffic for less than you sell it for, it becomes a profitable venture, right?
Well, that’s exactly what this firm does.
Google hires people like Andrea to run ads on other platforms—TikTok, Facebook, etc.—and pays them for clicks on the Google search page.
Here’s how it works:
If Google wants more people searching for something like "leather shoes Australia," Andrea runs ads on TikTok that send users to Google’s search page for "leather shoes Australia." If the user clicks on an ad, Andrea gets paid.
For example:
Google gets paid 50¢ for a click.
Google pays Andrea 30¢ to drive that click.
Andrea spends 20¢ on TikTok ads to generate the traffic.
Suddenly, everyone’s making money.
It’s something I’d never considered until today.
Short email today, but I hope this unlocks a part of your brain that’s now wondering: where else might there be arbitrage opportunities?
Until next time,
Ajay
🧠 Ajay’s Resource Bank
A few tools and collections I’ve built (or obsessively curated) over the years:
100+ Mental Models
Mental shortcuts and thinking tools I’ve refined over the past decade. These have evolved as I’ve gained experience — pruned, updated, and battle-tested.100+ Questions
If you want better answers, ask better questions. These are the ones I keep returning to — for strategy, reflection, and unlocking stuck conversations.Startup OS
A lightweight operating system I built for running startups. I’m currently adapting it for growth teams as I scale Superpower — thinking about publishing it soon.Remote Games & Activities
Fun team-building exercises and games (many made in Canva) that actually work. Good for offsites, Zoom fatigue, or breaking the ice with distributed teams.
✅ Ajay’s “would recommend” List
These are tools and services I use personally and professionally — and recommend without hesitation:
Athyna – Offshore Hiring Done Right
I personally have worked with assistants overseas and built offshore teams. Most people get this wrong by assuming you have to go the lowest cost for automated work. Try hiring high quality, strategic people for a fraction of the cost instead.Superpower – It starts with a 100+ lab tests
I joined Superpower as Head of Growth, but I originally came on to fix my health. In return, I got a full diagnostic panel, a tailored action plan, and ongoing support that finally gave me clarity after years of flying blind.
