FIELD NOTES
Click forensics — field notes
Short, practical notes on invalid traffic in Google Ads — what it looks like, what it costs, and what you can actually do about it.
· 2 min read
Claims run on evidence. Build the file.
There are two ways to raise invalid clicks with Google and only one goes anywhere. The catch is that evidence cannot be collected retroactively.
Read →· 2 min read
You blocked the IP. The bot moved on.
An exclusion list is a snapshot of something that moves. Behaviour does not rotate — and it is what makes the evidence readable later.
Read →· 2 min read
Google gives credits. Almost nobody asks.
There is a second route for invalid clicks, it runs about sixty days back, and it slides forward every day. Most accounts have nothing to put in it.
Read →· 2 min read
10–20% of your ad budget buys nothing
A click from a data centre and a click from a customer cost the same and sit in the same row. Your Google Ads report was never built to tell them apart.
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Create my accountGoogle decides every claim — estimates are not quotes.