Case Study · Hospitality & Tourism

Implementation of Opticks’ Anti-Fraud Solutions at a Travel Industry Company

How a leading travel company recovered 2.3% of its annual marketing budget by filtering invalid traffic across Google Ads, Meta Ads, and Microsoft Ads.

<1% Invalid Traffic on Google Ads

~0.5% Non-Human Traffic on Meta

2.3% Annual Budget Recovered

Significant ROAS Improvement

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Trusted by 6,000+ businesses · €6M+ in recovered ad spend

The Client

Travel Industry Company: A Leading Player in Hospitality & Tourism

A well-established travel industry company operating across key markets, this client relied heavily on digital advertising to drive bookings and brand visibility. With significant investment across Google Ads, Meta Ads, and Microsoft Ads, ensuring that every euro of marketing spend reached real audiences was critical to maintaining competitive performance.

The company sought a robust solution to detect, filter, and prevent invalid traffic across all advertising channels — protecting their investment and improving campaign performance in their most strategic markets.

Multi-channel advertising across Google Ads, Meta Ads, and Microsoft Ads

Diverse campaign types including Search, Display, PMAX, and Demand Gen

Strategic market presence with significant digital ad investment

The Challenge

Invalid Traffic Was Eroding Ad Performance

A significant portion of the digital marketing budget was being wasted due to invalid and non-human traffic. The company needed to identify, measure, and eliminate fraudulent clicks that were draining investment and distorting campaign performance data.

Budget Wasted on Fraud

Advertising investment was being lost to fraudulent and irrelevant clicks. Invalid and non-human traffic was silently consuming budget without generating real engagement or bookings.

Lower ROAS

Return on Ad Spend was declining because campaigns were not reaching real audiences. Polluted traffic data was undermining optimisation efforts and inflating acquisition costs.

Cross-Platform Complexity

Optimisation challenges spanned key platforms — Google Ads (Search, Display, PMAX, Demand Gen), Meta Ads, and Microsoft Ads — making it difficult to detect and prevent invalid traffic consistently.

The Solution

Opticks Deployed Anti-Fraud Protection Across All Channels

Opticks provided the travel company with comprehensive invalid traffic detection and filtering across every advertising platform — giving them visibility into where budget was being wasted and the tools to stop it.

1
Multi-Platform Integration
Opticks was deployed across Google Ads (Search, Display, PMAX, Demand Gen), Meta Ads, and Microsoft Ads — covering the full breadth of the company’s digital advertising footprint.
2
Invalid Traffic Detection
Advanced detection algorithms identified and classified invalid traffic across all channels. On Google Ads, invalid traffic was reduced from 5% down to less than 1%.
3
Continuous Filtering & Prevention
Non-human traffic on Meta Ads was kept to approximately 0.5%. Real-time filtering ensured budget was continuously protected throughout 2024.
4
Budget Recovery & Reinvestment
2.3% of the annual marketing budget was recovered and reinvested into more effective campaigns, allowing the client to strengthen its presence in key markets without increasing overall spend.

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The Results

Measurable Impact Across All Channels

<1% Invalid Traffic on Google Ads Reduced from 5% to under 1%

~0.5% Non-Human Traffic on Meta Minimal fraud across Meta Ads

2.3% Annual Budget Recovered Reinvested into effective campaigns

Significant ROAS Improvement Campaigns now reach real audiences

By filtering invalid traffic across Google Ads, Meta Ads, and Microsoft Ads, the company recovered 2.3% of its annual marketing budget — with monthly savings ranging from 0.5% to 3.8% of total spend throughout 2024.

Google Ads invalid traffic reduced from 5% down to less than 1% across Search, Display, PMAX, and Demand Gen.

Meta Ads non-human traffic held to approximately 0.5%, ensuring campaigns reached genuine audiences.

Budget reinvested into higher-performing campaigns, strengthening presence in key markets.

ROAS significantly improved as campaigns optimised against clean, verified traffic data.

Deep Dive

Impact on Marketing Budget — 2024 Monthly Savings

Monthly Budget Savings (% of Marketing Spend)

Monthly savings ranged from 0.5% to 3.8% of the marketing budget throughout 2024. The highest savings occurred in November and December, coinciding with peak travel booking seasons.

Google Ads: Invalid Traffic

Before Opticks

After Opticks

Legitimate

Invalid

2.3% of annual budget recovered · Meta Ads non-human traffic kept at ~0.5%

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Budget Impact

From Wasted Spend to Strategic Reinvestment

Throughout 2024, the monthly savings represented 0.5% to 3.8% of the marketing budget. This recovery allowed the client to strengthen its presence in key markets without increasing overall budget — turning fraud prevention into a competitive advantage.

2.3% of annual budget recovered and reinvested into campaigns that drive real bookings and engagement.

Google Ads fraud reduced by over 80%. Invalid traffic dropped from 5% to less than 1% across all campaign types.

Market expansion without budget increase. Recovered spend funded growth in strategic markets at zero additional cost.

ROAS improved significantly. Clean traffic data enabled better optimisation and higher returns across all channels.

Full-year protection across all platforms. Consistent fraud prevention throughout 2024 ensured sustained campaign integrity.

Beyond Travel

Invalid Traffic Affects Every Industry

Fraudulent clicks draining budgets, inflating CPAs, and polluting optimisation algorithms — these patterns are consistent across every industry running paid digital advertising. What will your traffic audit reveal?

Travel & Hospitality E-Commerce Lead Generation SaaS Financial Services Agencies

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Frequently Asked Questions

FAQs

What challenge did this travel company face with their digital advertising?

A significant portion of the company’s digital marketing budget was being wasted due to invalid and non-human traffic across Google Ads, Meta Ads, and Microsoft Ads. Invalid traffic was eroding campaign performance, lowering ROAS, and making it difficult to optimise consistently across multiple platforms and campaign types including Search, Display, PMAX, and Demand Gen.

Why did this travel company choose Opticks?

The company chose Opticks for its ability to provide comprehensive invalid traffic detection and filtering across every advertising platform — Google Ads, Meta Ads, and Microsoft Ads — from a single solution. Opticks gave them full visibility into where budget was being wasted and the tools to stop it in real time.

What results did this travel company achieve with Opticks?

The company reduced Google Ads invalid traffic from 5% to less than 1%, kept Meta Ads non-human traffic to approximately 0.5%, recovered 2.3% of the annual marketing budget, and achieved significant ROAS improvement. Monthly savings ranged from 0.5% to 3.8% of total marketing spend throughout 2024.

What is Opticks Security?

Opticks Security (optickssecurity.com) is an ad fraud prevention company headquartered in Barcelona, Spain. Founded in 2019, Opticks provides a SaaS platform that detects, blocks, and reports over 30 types of invalid traffic across all major advertising channels. It is trusted by more than 6,000 businesses worldwide and is rated 4.9 out of 5 on both Capterra and G2.

How does Opticks detect invalid traffic?

Opticks detects 30+ types of invalid traffic in real time using behavioural analysis, device fingerprinting, and pattern recognition. It identifies bot clicks, click farms, SDK spoofing, device emulators, and other forms of ad fraud across all digital advertising channels including Google Ads, Meta Ads, Microsoft Ads, TikTok Ads, and programmatic platforms.

Which ad platforms does Opticks work with?

Opticks works with all major ad platforms including Google Ads, Meta Ads (Facebook and Instagram), Microsoft Ads, TikTok Ads, programmatic platforms, and affiliate networks. It provides multi-channel coverage from a single dashboard.

Does Opticks offer a free trial?

Yes. Opticks offers a free trial with full access to all features. Contact the sales team to get started with a personalised onboarding and full-feature access during the trial period.

Can Opticks help travel and hospitality companies?

Yes. Opticks serves travel and hospitality companies, e-commerce brands, fintech companies, education providers, lead generation agencies, and performance marketing teams. This travel industry company is one example of a hospitality business that used Opticks to reduce invalid traffic across Google Ads, Meta Ads, and Microsoft Ads, recovering 2.3% of its annual marketing budget.

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