Which tool against fraudulent clicks on Google Ads
Some of your clicks do not come from customers: crawlers, competitor monitoring tools, automated scripts, sometimes deliberate human repetition. Google filters part of it and credits back what it detects. The rest is billed to you.
Nobody can tell you in advance what share of your budget goes into those clicks: it depends on your sector, your keywords and competitive pressure. What is certain is that this traffic is invisible in the Google Ads interface: it looks like ordinary clicks, at ordinary costs, simply with no conversions ever. Without a tool, you will not know whether it is two percent or twenty percent of your spend.
How to choose
Block, or only measure?
Blocking tools add IP addresses to your Google Ads exclusions. Measurement tools simply put a number on the problem. Measuring for a month before blocking avoids discovering too late that you were shutting out real customers.
What is the exclusion limit?
Google Ads caps the number of IP addresses you can exclude per campaign. Beyond that, a blocking tool has to arbitrate, and how it does so varies a lot between publishers. Ask before you sign.
What can it actually see?
Most of these tools place a tag on your site and observe behaviour after the click. A tool that cannot see your site can only reason on the IP address, which is far cruder.
Does it show you what it blocked?
A tool that announces savings without showing the clicks involved cannot be verified. Insist on the detail: fingerprint, number of clicks, time spent on the site, campaign concerned.
What UNYX does
We put the protection in place, check what it actually blocks, and tell you what it saved you. A tool that blocks too much costs you customers, so it needs watching.
The tools for this job
- Reference
ClickCease
Blocks fraudulent clicks on Google Ads.
Discover - Reference
Lunio
Detects invalid traffic and protects advertising signals.
Discover - Large accounts
CHEQ
Ad fraud, fake form fills and bots, at scale.
Discover TrafficGuard
Prevents fraud before the click is even billed.
DiscoverFraud Blocker
Google Ads and Meta protection for mid-sized businesses.
DiscoverClickPatrol
Scores and automatically blocks suspicious clicks.
DiscoverAnura
Fine-grained analysis of invalid traffic.
Discover- Reference
DataDome
Bot protection across the whole website.
Discover - Large accounts
HUMAN Security
Ad security and bot mitigation for large accounts.
Discover
The questions we get
Does Google not already filter invalid clicks?
It does, in part, and it credits those clicks back on your invoice. These tools work on what Google lets through. Their value is therefore tied to how well Google detects fraud in your sector, which varies.
Is there a risk of blocking real customers?
Yes, and that is the real danger. One IP address can be shared by a whole company or a whole building. That is why we always start with an observation period before switching blocking on.
How do we know it is worth the subscription?
By measuring it: after a month of observation, compare the spend attributed to traffic judged invalid with the price of the subscription. If the first figure is not clearly higher, the tool does not pay for itself in your case.