Fake Leads in Google Ads — How to Stop Spam & Fake Conversions

Understanding Google Lead Form Ads terms. Why it's so important and what hidden options you can find inside these terms. First of all, my personal opinion. I've tried the asset Lead Forms in Google Ads several times and it never was successful. If you had cases when Lead Form gave you high-quality leads, really important valuable leads for your business, please share your experience in the comments.

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.

And now let's read your Lead Form Ads terms that you can find in admin panel, account settings, Lead Form Ads terms. And I will highlight you several important moments. First of all, if you are using the lead forms, you need to do it in accordance with your privacy policy. So in your privacy policy have to exist information about using these lead forms. Especially if you serve clients in the European Union where the laws about data privacy are very strict. So second nuance, you will not sell the information provided by users. And sell is quite wide term. So under the sell, Google can understand if you just gave these leads to your partner and then receive some affiliate commission for this. So we can call it like indirect selling. In the case of lead form, it's prohibited. And one more detail, you cannot share this data with data broker or partners. So if you are working in affiliate niche and you want to generate leads through lead forms and then share them with some data broker or some company, it's prohibited by Google Ads terms. Of course, you can say, "I've done it for years and Google never banned me for this reason." And all of us understand that these terms just to keep Google clear from any laws, from any nuances linked to lead forms and personal data. But if you are using lead form asset, just add this information to your privacy policy and at least you will be protected in this term. Conversion-based customer lists. The hidden option inside Google Ads that can increase efficiency of your ads by enhancing the audience that you can exclude or include in your ads. You can find this option in Admin, Account Settings, Customer Match, Turn on conversion-based customer lists. If you already know what is customer lists, it's great. Just small note, you able to upload into Google Ads information about your users, about their emails and phone numbers., and Google can create, based on this data, customer list. You can exclude or include this list in your future advertising. If you will turn on this option in your Audience Manager, Google will create a separate segment for you based on your conversion. In my case, it's Sign Up conversion-based, and will add the users to this audience, to this customer list. You can ask, what's the point of using this conversion-based customer list I can create just usual remarketing list of users who did some conversions or who visited some webpage, let's say thank you page. So in case of usual audience list based on your website activity, Google adds only unique devices that user used for visited your website. In case of customer-based audience list, Lists, Google use the customer identifier that unique across all users devices. So in this case, you can exclude or include not only separate devices of this user, but all devices that this user uses. 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. In this case, you can more precisely set up your ads, set up your remarketing, or exclude existing customers from showing your ads. 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 a paper 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 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, uh, 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, spam leads that pollute your funnel and interfere 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 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. Fake leads, spam leads, false leads. It has different names, but in general, it is lead gen fraud. When you can see that leads that came from your website actually has zero value. They use the unexisting emails or phone numbers. They use random generated details. And even if your sales team managed to call this person, it says, "No, I never filled this form on your website." Because this number was just randomly generated. I looked for the solution against fake leads. For a year at least. And finally, I've managed to find the solution. It's the service Cale AI. How it works? Very easy. Cale AI installs script on your website. After this, you can see every single lead that came through form on your website. This tool combines the data about email. Does this email exist? Is it rubbish email? Is it true email? Data about phone number, which carrier, type, country, and so on. All the data about the phone number and the data from the user's browser, IP address, and so on. Then the tool based on AI connected the dots and find the patterns that can predict is it is it real lead or is it fake lead? After the scoring, you can see exact lead score, the number out of 100. 99 means almost 100% sure that this lead is valid. And you can actually confirm. So let's say you call to this lead and it's a real user. It says to you, "Yes, I want to order your services." In this case, you press confirm and this data immediately sends to Google Ads. If the person didn't answer or answer that he never left any details on your website, you just press Reject. And algorithm of your Google Ads never learns from fake leads, but based only on real leads. And actually it breaks the problem loop. When you report to Google Ads about every single conversion, Google Ads starts to learn how to attract more cheap conversions, more, more fake conversions, more fake leads to your website. If you send to Google Ads data only about valid conversions, Google Ads learns only from the quality ones and not from fake ones. It gives you in next months or years the insane increasing of efficiency of your ads comparing to your competitors. And the next feature of this tool gives you ability to send to Google Ads exact value of every single lead that came to your business and actually paid your money. Let's say we received 3 leads. All of them confirmed that they are real through the phone, so we confirmed this. Leads, and in a week all of them finished purchase in our businesses. And this lead gave us $1,300, this one $200, and this one $30,000. We can fill these numbers in the form and press Confirm Purchase. After this, we will see in Google Ads which exact ad, keyword, audience, campaign gave us these precious lead that gave us $30,000. Highly recommend to use this tool because I use it a lot in my business. And when I check the statistics, the qualified to new leads ratio, I can see that actually the trend line is increasing over the months. Every single month I can see in my funnel more and more quality leads and less and less Fake leads. I wish you only real and precious leads in your funnel. See you soon.