This week’s Ask a PPC addresses one of advertisers’ most frustrating fears:
“I suspect my account is a victim of click fraud. What checks can I do to confirm this and what can I do about it?”
Click fraud is easily one of the most frustrating pitfalls in running a paid media account. Whether it appears in the form of bots on low-quality apps, suspicious display placements, or highly sophisticated systems mimicking real search behavior, click fraud is real.
That said, any odd click patterns, low costs per click or disappointing conversion rate is the result of fraud. In many cases, that look at as if click fraud was actually the result of campaign settings, targeting choices, or creative mismatches.
In this article we will cover:
- How to distinguish click fraud from human-caused performance issues.
- What advertising platforms do proactively to protect advertisers.
- What you can do when click fraud is real.
A quick note on perspective: I am a Microsoft Ads employee. This article is platform-agnostic, and the advice shared here broadly applies to all paid media platforms.
1. Distinguish click fraud from human error
Before assuming malicious intent, it is essential to the audit whether your own campaign setup could create performance patterns that resemble click fraud.
There are several common scenarios in which human behavior may appear suspicious at first glance.
Start with where your budget is going
The first question to ask is simple: Is the majority of my spending going to locations that I have intentionally targeted?
If the answer is no, that’s your first red flag.
- Carefully review location and domain reports.
- Identify if spending is being directed to partner sites, apps, or locations that you don’t recognize.
- If you see unknown locations, open those URLs on a device or browser you are comfortable on to assess risk.
If a placement looks spammy, low quality, or clearly misaligned with your brand, exclude it immediately. If the placement appears legitimate but you can’t realistically see how a user would interact with the ad, this may indicate fraudulent behavior.
In both cases, exclusion is the right decision, followed by a conversation with platform support. Advertising platforms have a vested interest in removing low-quality or fraudulent inventory.
Carefully review geotargeting settings
Geotargeting is one of the most common sources of perceived click fraud.
When advertisers enable “People who show interest in your target geographies,” they are effectively enabling global eligibility. This can drive traffic from regions with higher bot activity or from users who seem suspicious simply because they are unlikely to convert.
If you choose to use “express interest in,” consider adding an extra layer of geo-exclusions to ensure your ads only show where you actually intend them to.
Evaluate creative for accidental click risk
Ad creatives can also create misleading signals.
- Display ads with prominent buttons can invite accidental clicks.
- Creatives that don’t clearly communicate value can generate unintended curiosity clicks.
- Small screens increase the risk of heavy finger clicking.
In these cases, the problem is not fraud. It’s design. Adjusting the creative can often fix the problem.
2. What ad platforms are doing proactively to prevent click fraud
While I can’t speak for all advertising platforms, there are shared principles across the industry.
Platforms are encouraged to protect stock quality
If inventory performs poorly, advertisers stop investing. This provides a strong incentive for platforms to maintain secure and valuable investments.
An example of Microsoft Ads is a policy requiring search publisher partners to implement Microsoft Clarity. This helps gain deeper insights into user behavior and identify invalid or fraudulent activity before advertisers are exposed to it.
Other platforms have similar verification and monitoring systems, although the tools differ.
Advertisers are not charged for invalid clicks
Another fundamental principle is that advertisers should not pay for fraudulent activities.
Most platforms continuously review clicks. When invalid or fraudulent clicks are detected, these costs are credited back to the advertiser. These credits may not appear immediately, as click validation takes time, but they are visible in the platform’s reports.
If you believe that a significant increase in fraudulent clicks has not been detected, you should contact support. Platforms expect and encourage these conversations.
3. What can you do when click fraud is real
Once you’ve ruled out setup and creation issues, and click fraud still appears to be present, you can take actionable steps.
Consider click fraud mitigation tools
If fraudulent clicks represent 40% or more of your traffic, I recommend investing in a third-party solution.
These tools generally focus on:
- IP-based blocking for simpler threats.
- Behavioral pattern detection for advanced patterns.
Be aware that consent requirements may complicate implementation in some regions, particularly where third-party cookie consent is required. In markets with fewer restrictions, these tools are easier to deploy.
Use AI and automation where possible
Some advertisers choose to build their own systems using AI to identify patterns and automatically exclude malicious IP addresses. This can be effective when done carefully and within privacy and consent guidelines.
Setting expectations for risky investments and markets
Some locations and regions have higher risk of click fraud. If you choose to invest in it, transparency matters.
A practical approach is to communicate a 10% variance margin to customers or stakeholders. This recognizes that temporary spikes may occur before credits are issued.
Ultimately, you shouldn’t pay for click fraud, but there may be short periods where expenses appear inflated before reconciliation. It’s important to monitor credit card billing closely to avoid overcharges during these windows.
Remember, fraud isn’t just about clicks
Some of the most damaging fraud never happens at the click level.
Account takeovers, My Client Center (MCC) compromises and phishing attempts are real threats. Protect yourself by:
- Only open emails from trusted senders.
- Verifying suspicious messages with peers or platform support.
- Avoid login links unless you are certain of their legitimacy.
A well-managed account can collapse quickly if access is compromised.
Final Thoughts
Click fraud is frustrating, but it is manageable. The key is to separate perception from reality, understand how platforms protect advertisers, and know when to act.
If you found this helpful, I would love to hear from you. And as always, stay tuned for next month’s Ask the PPC show.
More resources:
Featured image: Paul Poetry/Search Engine Journal
