For digital marketing specialists running online advertising campaigns based on PPC, fraudulent clicks represent a significant threat. As pay-per-click (PPC) advertising becomes more sophisticated, so too do the malicious actors generating fake traffic that you end up paying for. These clicks may come from bots, click farms or competitors, which not only implies a substantial financial cost but also distorts your metrics and KPIs.
Fortunately, as we approach 2025, we have specialised tools available for preventing fraud in PPC campaigns. These solutions are designed to detect and block fraudulent traffic in real time, leveraging machine learning, artificial intelligence and big data analysis to identify suspicious patterns and provide detailed reports. In this way, the PPC specialist can make data-driven decisions and optimise campaigns more effectively. Moreover, it’s possible to request refunds for fraudulent activity from platforms such as Google Ads.
In this article, you will find the most comprehensive analysis of the leading PPC fraud prevention tools, including their features, integrations, pricing, pros, cons and reputation. We will also provide criteria for selecting the ideal tool depending on your company’s needs, the type of campaigns you run and your budget.
What Is Click Fraud in PPC and Why Is It a Problem?
Click fraud is the fraudulent and non-human interaction with your PPC ads. It can be caused by automated bots, click farms or competitors.
Distorted Metrics and Their Impact on ROI and Budget
Every invalid click represents a cost to the advertiser. Furthermore, fraudulent traffic distorts the campaign’s metrics and KPIs, preventing them from reflecting real results. In some cases, fraudulent clicks can account for up to 30% of total traffic, making the optimisation process more difficult and hindering the correct allocation of budget according to conversions and business criteria.
How Do Click Fraud Protection Tools Work?
These tools integrate with advertising platforms such as Google Ads, Facebook Ads or Microsoft Ads. By means of tracking templates, integrations with Google Tag Manager (GTM) or APIs, they analyse traffic behaviour in real time, assessing factors such as click frequency, suspicious IPs, geographical location, device fingerprinting and navigation patterns.
Blocking, Real-Time Filtering and Reporting
When these solutions detect potentially fraudulent clicks, they often flag and block them in real time, adding the IP to a blacklist. They provide detailed reports on who, how and when these clicks occur, enabling you to export data, compare periods, request refunds from Google Ads and fine-tune your advertising strategy with greater precision.
Is It Worth Investing in a Tool to Prevent Fraudulent PPC Traffic?
Let’s consider a company with a monthly PPC budget of €3,000 and an average CPC of €0.58. This equates to approximately 5,172 monthly clicks.
• Low Fraud Scenario (5%): ~259 fraudulent clicks, €150 lost/month. If the tool costs €70-80, it may not be worthwhile.
• Medium Fraud Scenario (10%): ~517 fraudulent clicks, €300 lost/month. With a tool costing ~€80, the savings exceed the cost.
• High Fraud Scenario (15%): ~776 fraudulent clicks, €450 lost/month. Here, the investment of ~€80 is clearly profitable.
If fraud hovers around 5%, the tool may not be cost-effective; however, from around 10% or more, investing in a fraud protection solution becomes worthwhile, optimising your budget and improving ROI.
Leading Click Fraud Protection Tools (2024)
At VIP Today we have researched and tested the main tools to avoid fraudulent clicks. We present the most outstanding ones, indicating whether they integrate with Google Ads and Meta Ads.
Cheq (ClickCease) – cheq.ai
• Key Features: Real-time detection, integration with Google Ads and Meta, heatmaps, reports, traffic quality metrics, 24/7 support.
• Integrations: Google Ads and Meta Ads.
• Pros: Experienced, advanced algorithms, GDPR/CCPA compliance, intuitive interface.
• Cons: From $84/month, high for SMEs.
• Opinions: Users appreciate its efficiency and reliability.
ClickGuard – clickguard.com
• Features: Granular analysis (IP, device, geolocation), Bot Probability Assessment. Integrates with Google Ads.
• Integrations: Google Ads. Not confirmed for Meta Ads.
• Pros: Real-time blocking, detailed reporting.
• Cons: From $89/month, expensive for SMEs, learning curve. No Meta Ads.
• Opinions: Some users report detecting up to 24% fraudulent traffic.
Improvely – improvely.com
• Features: Continuous monitoring, fraud detection, conversion tracking, A/B testing. Multiple platforms.
• Integrations: Google Ads. Meta Ads not confirmed (check documentation).
• Pros: Simple interface, clear data.
• Cons: Less well-known.
• Opinions: A good option for SMEs seeking an all-in-one solution.
Lunio – lunio.ai
• Features: Protection for Google, Bing, Facebook; post-click analysis, automatic blocking.
• Integrations: Google Ads and Meta Ads.
• Pros: GDPR-compliant, focus on data quality, customisable APIs.
• Cons: Bespoke pricing, no public free trial.
• Opinions: Premium brands praise its effectiveness in filtering PPC traffic.
ClickPatrol (clickpatrol.com)
• Features: AI-based detection, real-time monitoring, integration with Google Ads and GTM, detailed reports, GDPR compliance.
• Integrations: Google Ads. No mention of Meta Ads.
• Pros: Fast setup, full control, freemium plan (monitoring only), useful reports for claims.
• Cons: From €71/month, not beneficial with low fraud levels.
• Opinions: Users value its accuracy and the usefulness of its reports.
Fraud Blocker (fraudblocker.com)
• Features: Real-time prevention with machine learning, clear reporting, easy Google Ads integration, GDPR compliance.
• Integrations: Google Ads. No Meta Ads.
• Pros: From $59/month, ideal for SMEs, easy to use.
• Cons: Limited integrations, no API.
• Opinions: Praised for simplicity, transparent data and immediate ROI improvements.
Clixtell (clixtell.com)
• Features: Specialised in Google Ads and Microsoft Ads, call tracking (click-to-call), refund claim reports.
• Integrations: Google Ads. No Meta Ads.
• Pros: From $15/month, simple integration, 14-day free trial.
• Cons: Slower IP blocking, partial GDPR compliance.
• Opinions: Affordable and practical, ideal for local advertisers needing call tracking.
PPC Shield (ppcshield.io)
- • Features: Protection on Google Ads, easy to use, customisable setup.
- • Integrations: Google Ads. No mention of Meta Ads.
- • Pros: Agile configuration.
- • Cons: Less established, limited information on support.
- • Opinions: Useful for quick, straightforward implementations.
Comparison Table of the Leading Click Fraus Protection Tools
| Tool | Integrations | Learning Curve | Detection (1-10) | Price Evaluation | Target Profile | GDPR Compliance | Support Quality | Free Trial | Unique Features |
|---|---|---|---|---|---|---|---|---|---|
| Cheq (ClickCease) | Google Ads, Meta Ads | Medium | 9/10 | High (from $84/month) | Mid-sized & Large Companies | Yes (GDPR, CCPA) | 24/7 Support | Usually 7 days | Heatmaps, advanced analytics |
| ClickGuard | Google Ads | Medium-High | 9/10 | Medium-High (from $89/month) | Mid-sized & Large Companies | Yes | Good, not 24/7 | 7 days (typical) | Granular reporting, Bot Probability |
| Improvely | Google Ads, Multiple* | Low | 8/10 | Flexible (varies by plan) | SMEs & Agencies | Not specified | Good | Trial available | Conversion tracking, A/B testing |
| Lunio | Google Ads, Bing, Meta Ads | Medium | 9/10 | Custom (Higher-end) | Enterprises & Premium Brands | Yes (GDPR) | High quality, bespoke | Not public free trial | APIs, detailed segmentation |
| ClickPatrol | Google Ads, GTM | Medium | 8/10 | Medium (from €71/month) | SMEs & Mid-sized | Yes (GDPR) | Good, responsive | 7 days | Freemium monitoring, detailed claims |
| Fraud Blocker | Google Ads | Low | 7/10 | Low (from $59/month) | SMEs (simplicity) | Yes (GDPR) | Clear, straightforward | Often 7 days | Transparency in reporting |
| Clixtell | Google Ads, Microsoft Ads | Low | 7/10 | Very Low (from $15/month) | Local SMEs, call-based biz | Partial GDPR | Basic, responsive | 14 days | Call tracking, refund reports |
| PPC Shield | Google Ads | Low | 7/10 | Undefined (varies) | SMEs (basic needs) | Not specified | Limited info | Not specified | Simple, customizable rules |
*“Multiple” indicates support for various platforms, though Meta Ads integration may not be confirmed.
How to Choose the Best Tool for Your Needs
Evaluate your budget, average CPC and specific requirements:
• Low budget: Clixtell ($15/month) or Fraud Blocker ($59/month).
• More comprehensive solution and higher spend: Lunio, Cheq or TrafficGuard.
• Type of campaigns:
- Multiplatform (Google & Meta): Lunio, Cheq
- Phone calls: Clixtell
- Global infrastructure: Cloudflare Bot Management
• Technical level and reporting:
ClickGuard, Cheq or ClickPatrol (detailed reports).
Complex agencies: FraudScore or IPQualityScore.
• Usability and integration:
Fraud Blocker, PPC Shield, Improvely (simplicity).
Case Studies and Testimonials
Advertisers report notable improvements after implementing these solutions. ClickGuard clients detect up to 24% fraudulent traffic, Cheq (ClickCease) users praise its accuracy and support, while major brands using Lunio note enhanced lead quality and reduced CPA.
Conclusions and Final Recommendations
Click fraud not only wastes money but also distorts your metrics and hinders PPC campaign optimisation. Investing in a fraud protection tool is essential to maximise ROI, ensure reliable data and make decisions based on genuine insights.
• Affordable: Clixtell, Fraud Blocker
• Comprehensive (multiple channels): Lunio, Cheq
• Technical depth: FraudScore, IPQualityScore, TrafficGuard
• Simplicity and speed: Improvely, PPC Shield
Try a tool with a free trial period, measure its impact and choose the one that best suits your operation.
Frequently Asked Questions (FAQ)
Is click fraud legal?
No. It is a dishonest practice that may have legal consequences.
Can I request refunds from Google Ads for fraud?
Yes. Tools like Clixtell or ClickPatrol provide detailed reports to claim refunds.
Do these tools improve my campaign performance?
Yes. Filtering invalid traffic ensures more accurate metrics, optimising bids and keywords.
Is it difficult to integrate these solutions?
Most offer straightforward integrations with Google Ads, GTM or other platforms, plus customer support.
VIP Today Marketing, Specialist PPC Agency for Luxury Brands and Data Analytics
At VIP Today we specialise in PPC campaigns for luxury and premium brands, as well as developing bespoke digital analytics solutions. If you need general or specific support in these areas of digital marketing, do not hesitate to contact us.