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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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. 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. 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. 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. 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

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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