B2B Click fraud in 2025: How to detect, prevent, and protect your PPC campaigns

Statista predicted that ad fraud costs will rise to $172 billion in 2028. Forbes says 90% of Google and Bing PPC campaigns face click fraud.

B2B click fraud is on the rise, as bots and competitors drain ad budgets. Up to 36% of LinkedIn Ads clicks are fake, causing lost revenue.

This guide covers how B2B click fraud works, its impact, detection, and prevention strategies.

What is B2B click fraud?

B2B click fraud occurs when bots, competitors, or malicious actors repeatedly click on PPC ads.

The aim is to waste ad spend, skew data, lower visibility, or sabotage performance.

Types of B2B click fraud

B2B click fraud takes different forms, all aimed at draining ad budgets and disrupting campaign performance.

Below are the most common types of businesses to watch out for.

1. Competitor click fraud:

Competitors may click your PPC ads manually or automatically, which can drain your budget and lower your visibility.

2. Bot-driven click fraud:

Automated programs mimic human clicks to create false transactions and profit for fraudsters.

3. Click farms:

Groups of low-paid workers in remote places or automated machines are paid to click on ads repeatedly.

4. Publisher fraud:

Malicious publishers that host ads can get invalid clicks to increase their ad network payouts.

Current B2B click fraud statistics

To understand the extent of click fraud, here is an insight into the most recent statistics:

•  Click fraud interferes with 90% of PPC campaigns on Google and Bing.
• 14% of all sponsored search clicks are the result of click fraud, and in some industries, rates exceed 60%.
• The rates of click fraud were up 21% in the first half of the COVID-19 pandemic due to a greater presence online.
• The cost of ad fraud was $19 billion in 2018 and is expected to reach $100 billion by 2025.
• In the U.S., $243.1 billion was spent on online advertising in 2022, with 40.7% going to search ads.
• Global ad fraud losses are expected to hit $100 billion in 2025.
• 1 in 4 B2B advertisers report campaign disruption due to fraudulent clicks.
• Click fraud rates on Google Ads average 8%, but can exceed 30% in competitive B2B industries.

How click fraud affects B2B PPC campaigns

B2B PPC campaigns are particularly susceptible because they typically use high-value keywords and have a long sales cycle.

This is how click fraud manipulates these campaigns:

1. High-cost keywords:

B2B keywords like “enterprise software” or “legal services” often cost $10–$100 per click.

One bot-driven campaign can generate hundreds of fake clicks, costing thousands of hours.

2. Long sales cycles:

B2B sales cycles take months, requiring consistent advertising to build leads.

Click fraud wastes budget and reduces visibility with prospects.

3. Niche audiences:

B2B campaigns are targeted, giving competitors or fraudsters opportunities.

In the competitive B2B software market, 9% of clicks are invalid.

B2B click fraud detection: Key warning signs and tools

The first step to mitigating click fraud is identifying it.

Here are some of the most important indications to look at:

1. Abnormal clicks:

Sudden spikes in clicks without conversions or engagement may indicate fraud.

2. High bounce rates:

These high rates occur when viewers see an ad but leave the page without visiting it.

3. Geographic disparities:

Clicks on geographical areas outside of the target market and highly irrelevant demographics should be a cause of concern.

4. Duplicate source addresses:

A high number of clicks by the same IP address or device is likely to be a form of autobot traffic.

Detection tools for B2B click fraud

Statista reports, the ad fraud detection tool market may reach $762.89 million by 2028.

This shows growing demand for powerful tools.

1. Google Ads invalid click report:

Google automatically excludes some invalid clicks and reports on suspect activity.

2. Third-party solutions:

Third-party tools such as ClickPatrol can detect fraud through artificial intelligence and machine learning.

3. Analytic software:

Tools such as Google Analytics can be used to detect abnormal traffic patterns, including high bounce rates or brief session lengths.

Preventing B2B click fraud

To safeguard your B2B PPC marketing campaigns, you need to have multiple security measures in place.

The following are strategies that can be implemented:

1. Negative keywords:

Refine your keyword lists to avoid serving an irrelevant term that captures bots or not-qualified clicks.

Consider adding a negative keyword like “free” to reduce clicks from people searching for free solutions.

2. IP blocking:

Use tools to block IP addresses associated with false clicks.

Most fraud detection systems allow real-time IP filtering.

3. Leverage geotargeting:

Limit the placement of your ads to specific areas where your target audience can be found, and avoid placing ads in areas that may contain a click farm.

4. Track campaigns in real-time:

Create alerts triggered by abnormal activity, such as unusual click spikes or depleted budgets.

5. Invest in fraud detection software:

ClickPatrol can automatically identify and prevent invalid clicks, saving you up to 20% of your advertising spend.

6. Work with the Ad platform:

Report any suspicious activity on the platforms, such as Google Ads or Bing Ads.

They might not recover all the invalid clicks, but at least they can track down and enhance their fraud filters.

Working with Ad platforms to recover losses

Recovering losses from click fraud is possible.

You can do this by working with ad platforms like Google Ads, Microsoft Ads, Facebook Ads, or LinkedIn Ads.

It still requires a structured approach. Platforms usually refund only proven invalid activity, not your total loss.

Here’s a clear breakdown of how to handle it effectively:

1. Know the policy:

Google Ads, Microsoft Ads, Facebook, and LinkedIn all refund credits for “invalid clicks” that slip past their filters.

2. Collect proof:

Keep logs of suspicious IPs, timestamps, locations, and fraud detection reports.

3. Submit a claim:

• Google Ads: “Report Invalid Clicks” form
• Microsoft Ads: “Report Click Fraud” form
• Facebook/LinkedIn: Support ticket with campaign IDs and evidence

4. Use your rep:

If you have an account manager, request a review and push for credits or goodwill adjustments.

5. Prevent repeat fraud:

Block IPs, adjust targeting, and use tools like ClickPatrol, ClickCease or Lunio.

Reality check: Refunds usually cover only part of the loss, so prevention is just as important as recovery.

Real-world B2B click fraud example and case study

REVIEWS.io (B2B SaaS platform):

While running Google Ads, REVIEWS.io saw high-value keywords ($13–$19 per click) repeatedly clicked from the same Melbourne device with no sign-ups.

A click fraud tool confirmed a competitor caused the activity.

They submitted logs to Google, received ad credits, and set up automated IP blocking to prevent future losses.

Protecting B2B PPC campaign from click fraud: A call to action

B2B click fraud is a widespread and expensive menace, affecting 90% of PPC campaigns and rapidly eating through budgets.

As ad fraud is expected to reach $100 billion in 2025 and $172 billion in 2028, B2B marketers should take immediate steps to ensure that their campaigns are not affected.

With the use of modern detection tools, real-time surveillance, and AI-based solutions, you will be able to reduce losses and expand ROI.

Be proactive, monitor your campaigns closely, and invest in the fight against click fraud to make sure your B2B PPC drive provides you with real leads and measurable results.

FAQs

Q.1 How much does click fraud cost B2B companies on average?

Businesses that spend a monthly budget of $10,000 on Google Ads would lose between $12,000 and $15,000 per year to click fraud.

Q. 2 What does the future of click fraud prevention look like?

Statista estimates that by 2028, ad fraud detection will have grown into a 762.89 million market, fuelled by AI, blockchain, and reporting working together.

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