How to avoid paying for fake ad traffic
Some clicks aren't people. Some views were never visible. Here's how to not pay for them.
Facts checked 3 Oct 2026 · by the AdSworn team
Invalid traffic is clicks and impressions that don't come from real, interested people: bots, accidental clicks, hidden or stacked ads, and paid or competitor clicking. Google filters it automatically and credits advertisers when it finds it late. When buying directly from a site, protect yourself by checking where its traffic numbers come from, who counts your ad's views, and what happens if the ad doesn't run.
What counts as invalid traffic
| Kind | What happens | Example (Google Ads Help) |
|---|---|---|
| Non-human traffic | Software mimics people browsing | Bots generating clicks and impressions |
| Accidental clicks | Real people click by mistake | Ads placed too close to navigation buttons |
| Fraudulent placements | The ad can't really be seen | Invisible ads people are tricked into clicking; several ads stacked so only the top one shows |
| Other invalid activity | Real people with no real interest | Competitors clicking to raise your costs; publishers paying people to click |
What the big platforms do about it
Google says its ad traffic quality team uses automated filters, machine learning and manual reviews, removes invalid traffic found before the end of a billing cycle, and gives a credit where appropriate when it's found after the invoice. If you buy through a platform, its filters are your first protection.
When you buy from a site directly
A direct deal has no platform in the middle, so you need the same protection built into the deal. Five checks:
- Where do the traffic numbers come from?Google Search Console or Google Analytics, for the exact page, with a date. Not a screenshot, not an SEO tool's estimate.
- Who counts your ad's views and clicks?Someone other than the seller, so nobody marks their own homework.
- Are bots and repeats removed?One reader refreshing ten times is one reader.
- Can the ad actually be seen?Where it sits on the page, and whether views are counted only when it's on screen.
- What if it doesn't run?Payment held until it's live, and a refund if it never runs.
More on the first check in how to verify website traffic before buying ads.
How AdSworn handles it
- Traffic is read from Google, the publisher's own Search Console and Analytics (read-only), never typed in.
- Views and clicks are counted by AdSworn: once per reader per day, known bots excluded, and only from the publisher's own site with a token our server issued.
- A view needs half the ad on screen for a second, the display viewability line.
- Payment is held until the ad is verified live, and refunded in full if it never runs.
- Publisher connects GoogleRead-only sign-in to Search Console (and Analytics if they use it). No passwords shared.
- AdSworn reads the numbersClicks from Google, the searches behind each page and page views. For this page: 21 clicks from Google in the last 4 weeks.
- Buyers see the proofEvery figure shows its source and the day it was read (3 Oct 2026 for this site).
Straight answers
What is invalid traffic?
Clicks or impressions that don't come from real people with genuine interest: bots, accidental clicks, hidden or stacked ads, and deliberate fake clicking.
Do I get charged for bot clicks on Google Ads?
Google says it removes invalid traffic it finds before the end of the billing cycle, and credits advertisers where appropriate when it finds it later.
How can I tell if a website's traffic is real?
Ask for the exact page's numbers from Google Search Console or Google Analytics, with a date, ideally through read-only access rather than a screenshot.