What are his non-mortgage expenses? How long can he last assuming he wants to eat? (Those always add up to more than one thinks until he tracks them.)

Does he have people counting on him? A wife or children?

What are the benefits of quitting rather than continuing it moonlighting? Does he need to seek funding? Is that a preferable option to continuing on with the job? Might be if his runway isn't all that long after all expenses are counted.

Would he be better keeping the job and plowing the monthly profits into AdWords for the time being?