The challenge
Bing was 85% bots no matter what they tried. Across paid traffic, 50–89% was ad fraud. For every 1,000 clicks they paid for, only about 200 were real humans. Separately, a single attack racked up $60,000 in five minutes — a 20X anomaly of fake-human clicks traced to two campaigns.
What we did
Blocking enabled on every click scoring below 50 — 100% of those bots blocked, $0 charged for fraud. The $60,000 attack was detected and blocked the day it happened; the blocked-click data was sent to the platform and the spend was refunded. Bing now invalidates the remainder.
The results
- Before 50–89% of all paid traffic identified as ad fraud
- After 100% block below threshold 50 — $0 in charges for ad fraud
- +953% human paid traffic in the first month, no increase in daily budget
- +221% conversions in the first month
- 80% of bots blocked; 4X ROAS
- For the same money that bought 200 real humans they now get 1,000 — a 5X increase
- A $60,000 attack in 5 minutes blocked, documented, refunded
What they told us
Bing was 85% bots no matter what we tried. Now 80% of the bots are blocked, Bing invalidates the rest, and for the same money that used to buy 200 real humans we get 1,000.
Steven Brown, Digital Marketing Manager — Chicago Steak Company
The numbers
- human paid traffic, month one
- +953%
- conversions, month one
- +221%
- ad fraud before
- 50–89%
- bots
- 80%
- ROAS
- 4X
- monthly budget
- $7,000
- block threshold
- 50
- fraud charges after
- $0
- attack blocked and refunded
- $60,000 in 5 minutes