Igor Ivitskiy explains how click fraud has evolved to fake leads that drain Google Ads budgets, with bots generating up to half of website visits. Kale AI validates each lead by analyzing email, phone, IP, and browser data, assigning an authenticity score and letting advertisers reject fraudulent submissions before they skew campaign metrics.
Click fraud, the biggest problem of modern advertisers. Because when you spend on Google Ads some real money, you want to understand this actual budget that you spent, it was invested in showing your ads to your potential clients, to your potential buyers. But quite often when you check your data log or information about leads in your business, you can see that some amount of them, and sometimes it's even about half of the leads, half of the visits to your websites, are from bots, from fake destinations, from fake leads, spam leads, whatsoever. And you realize that you actually spent half or even more of your budget to show your ads to somebody who just artificial, not even a real customer. In this video, I'm going to show you the exact service that can help you avoid click fraud at absolutely new level. Why I say new level? Because if we want to understand how click fraud has developed through the years, We can see that, like, initially the biggest problem was the fake impressions. When advertisers, like 10 years ago, when advertisers paid mostly on pay-per-impression model, it was quite a large problem related to fake impressions, to the bots. And there were two big companies, DoubleVerify and IAS, who actually managed to solve this problem. And both of these companies are public now, and they work with extremely large advertisers, with enterprise-level advertisers. Then we had second step of this problem— click fraud. When your competitors clicked on your ads in order to spend your budget. And again, we had a variety of services, of tools that can help you to reduce or completely even avoid the click fraud. But last year we observed absolutely new problem when bots not only click on your ads, but they are also complete the form on your website. They fill the form and they create you a lead. And you can see after your sales team call to these leads or contact these leads that half of them, the numbers don't exist, the emails don't exist. But even if somebody answers to this call, they say, "No, we didn't fill any form. It's a mistake." So the newest problem is about not only impressions, clicks, but about fake leads. Spammers that pollute your funnel and interfere with the learning of algorithm inside Google Ads platform. I had this problem in my business as well. And finally, half a year ago, I found the solution. The solution is the tool Kale AI. This tool can, first of all, this tool can show you. So you install this tool on your website. It analyzes all forms on your websites and gives you quite detailed report. About total amount of leads, but the most important report is about ratio qualified to new leads. And you can see in my case, the orange line indicates the trend line. Over the last 5 months, quality of my leads was increasing from day to day. Every single month I've seen a higher and higher percentage of real leads in my funnel. So for me, it's the best evidence that this system works. So what this particular tool does? It accumulates information about email, phone number, and IP, and other details from person or from user who filled the form. It enhanced information about email Does this email exist? Is it works? And so on. About phone number, which carrier, which type, which location, which information about this number can we receive. And information about IP address, browser, and so on, so on. Information about browser details inside user. And information about the user that the script received from the browser. After this system just compares the dots, just links the dots. And trying to find some relationships that can confirm or reject the quality of lead. So KLEI gives you exact lead score, the probability, the number out of 100 that this particular lead is real. So first of all, even before calling the person, you can understand, does this person worth calling at all, like, is it real? And the most interesting part, after you or your sales team, let's say somebody ordered the plumber service, you call or your sales team call to this person and the person rejects, the person says, "No, I've never ordered any plumber services." In this case, you press reject and KLEI prevents sending this data to the Google Ads. If you press confirm, this data sends to Google Ads. It helps us to feed Google Ads only with quality leads data. But the most interesting part in context menu where you can actually, for every single lead that you previously confirmed, you can send to Google Ads data about the value of this lead. You can set, for example, let's say, This particular lead previously confirmed that he needs plumbing services. Then we did him some service and he paid us $1,300. This lead paid us $200 and this lead paid us $30,000. We did for him, let's say, whole bathroom renovation. We can return these values to the Google Ads by pressing Confirm Purchase. And thanks to this, in Google Ads, we can see which particular campaign, ad group, ad, search term, keyword, audience, demographic, and so on, which exact ad brought us this particular lead. And we can make decisions inside our Google Ads based on actual real value, not only on the amount of leads and cost per lead. I use this tool a lot in my own project and in my clients' projects. So, highly recommend and see you soon.
Igor Levitsky, Dr. Edds, PhD, the young scientist of the year in Ukraine. Since 2006, he has been applying mathematics to optimize Google Ads. Named Europe's best PPC speaker by Ads World Experience. One of the leading Google Ads experts in the world. A professional educator. Over 4,000 entrepreneurs have increased their sales after taking his courses. A practicing expert. Igor's clients generate $50 million in profit from Google Ads each month.
I'm taking 32 seconds to share something important with you so you can stop wasting your ad budget. I've managed over $700 million in Google Ads, so all my insights are tested and proven. I regularly talk to senior leaders at Google, and I'm an official Google Partner. My students, entrepreneurs all over the world, have already optimized their ad campaigns, cut costs, and boosted sales using my methods. These strategies work for any budget, whether it's $500 or $5 million. I invite you to use these proven methods too. Click the link in the description and make your ads more effective.
