AI makes it more and more simple to idiot individuals. It might probably manipulate reality, create convincing fakes, and erode belief. And nowhere is that this extra harmful than in digital advertising, the place adverts, manufacturers, and budgets are on the road.
On this article, I’ll discover three main methods fraudsters exploit paid promoting – impersonation fraud, brand bidding, and phishing ads – and the way entrepreneurs can battle again.
The Rise of Impersonation Fraud
Just lately, my 16-year-old son texted me a few suspicious message he’d acquired.
It claimed to be from Royal Mail, saying his parcel couldn’t be delivered due to “lacking or broken deal with data.” It even included a hyperlink to “repair the issue.”
Even my 16-year-old knew to not click on it. It was clearly a rip-off.
However fraud has developed far past suspicious textual content messages. Scammers at the moment are utilizing Google Adverts to impersonate official manufacturers, creating adverts that look fully genuine — however are literally malicious.
Take this instance:
A Google advert appeared to advertise a Chase bank card, with good branding and replica. The whole lot appeared official. However once we dug deeper, we found it wasn’t Chase in any respect. The advertiser behind the advert was Yangun Digital Know-how, an organization primarily based in Hong Kong.
That is impersonation fraud: a fraudulent advertiser creates an advert that mimics an actual model to deceive customers.
Why Fraudsters Do It
The motive is straightforward: cash.
Many of those scammers are affiliate entrepreneurs who insert their affiliate hyperlinks into the adverts. When a buyer clicks and converts, they get a payout. Some fraudsters are making $20,000 a month or extra concentrating on a single model — and lots of goal a number of manufacturers concurrently.It’s profitable, however it’s additionally unlawful. Affiliate packages explicitly prohibit this conduct.
Find out how to Detect Pretend Adverts
So how can manufacturers spot impersonation fraud? Like a poker participant recognizing a bluff, there are “tells” you possibly can look ahead to:
- Grammar and spelling errors
Fraudsters typically slip up with copywriting.
Instance: In a single fraudulent advert for “Get Your Information,” the model title appeared in lowercase letters — a element inconsistent with the official model. - Google Adverts Transparency Middle
By clicking the three dots on an advert, you possibly can see particulars concerning the advertiser.- If the advertiser’s authorized title and placement don’t match the model’s, it’s a crimson flag.
- Instance: A pretend “Get Your Information” advert traced again to Hong Kong Fortunate Star, not the official firm.
- Suspicious consumer journeys
Scammers typically disguise behind a number of redirect domains.- You would possibly briefly see URLs flicker as you click on by means of.
These redirects masks the fraudster’s true vacation spot, making it more durable to hint.
Find out how to Reply to Impersonation Fraud
When you determine impersonation fraud, there are 3 ways to take motion:
- Cease or droop the affiliate
Take away them out of your program. That is the simplest step — after they cease getting paid, they cease bidding. - Report the adverts to Google
That is price doing, however in my expertise, it’s far much less efficient. - File a report with the affiliate community
Networks like Awin or CJ Affiliate have techniques for flagging abuse. - The underside line? Minimize off the cash provide first. That’s the way you disrupt the fraud.
Model Bidding and Trademark Infringement
The second main downside is model bidding — when rivals bid in your model’s key phrases to seize your site visitors.
We’ve all accomplished it. It’s completely authorized and a part of a free market. However when it’s mixed with trademark infringement, it turns into a critical situation.
For example, think about you’re employed for Emirates and handle their PPC campaigns. You seek for “Emirates Flights,” anticipating to see your adverts on prime. As a substitute, you see this:
“Emirates Promo Code 2025 – Flat 10% Off!”
Sounds nice, proper? The issue? The low cost doesn’t exist.
When a consumer clicks, they land on a pretend coupon web page — full with an affiliate hyperlink. The fraudster will get paid, Emirates’ model popularity suffers, and their advert funds takes successful.
Why Model CPCs Are Rising
Over the previous yr, many advertisers have seen skyrocketing model CPCs.
One UK advertiser I spoke with noticed an 89% enhance in simply 9 months.
There are a number of causes for this:
- Extra rivals within the public sale
Evaluation of 1 US consumer confirmed that the variety of advertisers bidding on their prime model phrases greater than doubled main as much as Christmas. - Much less natural actual property
Google retains including extra advert placements whereas decreasing natural outcomes.
Broad match and Efficiency Max campaigns
Manufacturers are by accident bidding on competitor phrases they by no means focused earlier than.
Find out how to Struggle Again
There are three foremost ways for combating trademark infringement:
- Authorized motion
Ship cease-and-desist letters or pursue different authorized avenues. - Mutual agreements
Some manufacturers kind agreements to not bid on one another’s phrases. - Report back to Google
Since June 2024, Google now not proactively screens logos. Manufacturers should now do that themselves.
Certainly one of our shoppers decreased their model CPC by 20% in three months by aggressively monitoring and reporting trademark violations.
Phishing Adverts: The Most Harmful Risk
The third and most damaging type of advert fraud is phishing adverts — the place fraudsters use adverts to steal information or cash.
A current case concerned Shopify.
We found a Google advert for “Shopify Cellphone Assist.”
Right here’s the factor: Shopify doesn’t have telephone assist.
Once we clicked, the advert took us to what appeared like Shopify’s official area. However a question injection had inserted a pretend assist telephone quantity.
Once we known as, a scammer posing as “Eric from Shopify” answered.
He requested for an electronic mail deal with, then despatched an actual Shopify password reset electronic mail — however instructed us to reset our password utilizing one they supplied: safe@1234.
If we had complied, they might have hijacked the account and stolen delicate enterprise and buyer information.
This rip-off was terrifying as a result of it exploited two trusted techniques:
- Google Adverts
- Shopify’s personal area
And it’s not restricted to retail. In December, scammers ran phishing adverts concentrating on advertising companies, tricking PPC managers into coming into their Google Adverts login particulars on pretend Google domains. Some companies misplaced management of their accounts and noticed large quantities of cash spent by hackers.
Find out how to Defend Your Model
Digital advert fraud is a rising risk, however manufacturers can battle again. Right here’s a three-step plan:
- Audit commonly
- Seek for your model key phrases manually.
- Use Google’s Advert Transparency Middle to confirm advertisers.
- Automate monitoring
- Handbook checks are tremendous for small manufacturers, however at scale, you want an ad fraud monitoring tool.
- Specialised instruments can detect fraud in actual time.
- Implement rigorously
- Report violations.
- Take away unhealthy associates.
- Defend your logos.
The Way forward for Digital Advertising and marketing
Sooner or later, the manufacturers that win received’t simply have the greatest adverts — they’ll be those who defend their advert budgets.
Fraudsters are good, persistent, and well-funded. However with vigilance, know-how, and a proactive method, entrepreneurs can take again management.
Advert fraud sucks. Phishing sucks. Trademark infringement sucks.
Don’t let fraudsters steal your funds — or your model.
Jonny Giddens is a fraud professional at Impersonally.io.
This text relies on a chat given by Jonny at Hero Conf UK in April 2025. You may watch a recording of the speak under.