PPC Fraud Protection for Google Ads: Free Plan, Paid From $39
Didva records every paid click on your site and scores it each night. On paid plans, with Google Ads connected, it adds the addresses behind bad clicks to your exclusions. Start free, no card.
✓ Free plan for 3,000 clicks/month · Starter $39/month · Monthly billing
Last updated · Reviewed by the Didva team
PPC fraud protection stops you paying again and again for clicks from bots, competitors and paid clickers. Didva does it in three steps. A snippet on your site records each visit from a paid ad. A nightly pass scores those visits and a daily check finds addresses that keep returning. On paid plans, the flagged addresses go into your Google Ads campaign exclusions automatically, within about a minute.
The free plan (Watchtower) records and scores up to 3,000 paid clicks a month, keeps 7 days of data, and lets you exclude addresses by hand. Starter, at $39 a month, adds automatic blocking in Google Ads and through Cloudflare, exports, and daily reports for 20,000 clicks. Growth, at $89, raises that to 100,000 clicks and adds appeal packs for credit requests.
- Watchtower Free
3,000 clicks/month · Detection, manual blocking, 7 days of data
- Starter $39 /mo
20,000 clicks/month · Automatic blocking, exports, daily reports
- Growth $89 /mo
100,000 clicks/month · Everything in Starter plus appeal packs
Monthly billing, cancel any time. New accounts get 14 days of Growth free, no card. Full pricing
Start free, no cardWhat Didva protects on each ad platform
| Platform | What Didva does | What it doesn't do |
|---|---|---|
| Google Ads (Search, Display, Shopping) | Scores clicks; adds flagged IPs to campaign exclusions automatically on paid plans | Can't exclude on Performance Max automatically, since Google doesn't allow campaign-level IP exclusions there; paste Didva's IP export into Google's account-level list instead |
| Microsoft Advertising | Recognizes and scores Microsoft clicks; paid plans download a paste-ready exclusion list | Doesn't connect to Microsoft Ads or add exclusions for you |
| Meta (Facebook, Instagram) | Counts and scores clicks when the ad link is tagged as paid; blocks through Cloudflare on Growth and above | Doesn't change your Meta campaigns; Meta still charges for the click |
| Your website, via Cloudflare | Turns flagged visitors away before the page loads, whichever ad sent them | Needs your site to be on Cloudflare |
Detection is the same everywhere: the snippet records the visit, and the nightly scoring weighs signals such as automated browsers, data-center and VPN networks and Tor exits. What changes by platform is where a block can land. The Microsoft Ads click fraud guide covers the Bing side in detail, and our best click fraud software roundup compares Didva with nine other tools.
How much fraud costs, and how to find your own number
Industry estimates are large and don't agree with each other. Juniper Research put ad fraud at 22% of online ad spend in 2023. Pixalate's first-quarter 2025 benchmark for North America found 19% of desktop web ad clicks invalid, 9% on mobile web and 22% in mobile apps. Those figures cover all kinds of ad buying, not your account.
Your own rate is what matters, and it can be much lower or higher. Two ways to get it: plug your clicks, cost per click and a range of fraud rates into our click fraud calculator for a rough monthly figure, or install Didva's free plan and see what share of your real clicks it flags.
When PPC fraud protection pays for itself
Here's the sum. Monthly paid clicks, times the share that's invalid, times your cost per click, is what fraud costs you now. A tool is worth it when it stops more than it costs.
At $1 clicks and a small invalid share, a paid plan may not earn its keep, and the free plan plus Google's own filtering may be enough. At $10 to $50 per click, common in legal, insurance and home services, a single competitor clicking once a day costs $300 to $1,500 a month. Blocking that one address covers Starter many times over. Our pages on invalid click protection for Google Ads and spotting fake clicks on Google Ads show how to check which situation you're in, and click farm detection covers clicks from real people paid to tap.
Looking for PPC Protect?
PPC Protect is a different company. It renamed itself Lunio in 2022 and now sells on quotes based on a share of ad spend. If that's what you were searching for, our Lunio alternatives comparison lists its current terms next to six tools with published prices, Didva included.
One snippet. No code changes.
Paste the Didva tag on your paid landing pages and it starts scoring clicks straight away.
<script async src="https://app.didva.com/js/ct-click.js" data-site-key="YOUR_SITE_KEY"></script>
Replace YOUR_SITE_KEY
with the key from your dashboard. Add the conversion tag to thank-you pages to keep lead quality clean.
See Didva in action
Real-time monitoring, risk scoring and one-click evidence, all in one dashboard.
What advertisers say
Real feedback from teams protecting their paid traffic with Didva.
Caught a click-farm pattern our previous tool missed and cut wasted spend within the first month.
Setup was a single snippet. The evidence export made our Google Ads refund request painless.
Clear per-IP reasons and a review queue so we are not blocking real customers. Exactly what we needed.
Datacenter and repeat-click detection paid for itself fast. Reporting is clear enough to share with clients.
We manage campaigns across several clients and the dashboard quickly highlighted traffic patterns we would have otherwise missed.
Simple setup, useful alerts, and enough detail to investigate suspicious visitors without involving developers.
The product delivered value quickly. I would like a few more filtering options, but the core detection features work well.
The manual review queue helped us avoid blocking legitimate visitors while still dealing with suspicious traffic.
The IP-level evidence makes client conversations much easier. Instead of assumptions, we can show actual data.
One of the cleaner interfaces we have used in the ad fraud space. Reports are easy to understand.
Within the first week we found a source of repeated clicks that had been consuming budget for months.
Useful notifications, clear reasoning, and very little noise. Most flagged visits deserved attention.
We mainly wanted better visibility into traffic quality. The platform delivered exactly that.
I like that every flag includes supporting details. It builds confidence in the decisions being made.
We tested several tools and this was the easiest one to explain to both clients and team members.
Good balance between automation and transparency. Nothing feels hidden behind a black box.
The repeat-click reports helped us identify unusual traffic spikes during a competitor campaign launch.
Client reporting became much easier once we started including the exported traffic quality reports.
Strong product overall. A few advanced reporting features would be nice, but detection accuracy has been solid.
The value was obvious after the first couple of weeks. We now review suspicious traffic as part of our regular workflow.
Ready to see which clicks are real? Start protecting your paid traffic in minutes.
Start Protecting Your AdsFrequently asked questions
What is PPC fraud protection?
Software that detects invalid clicks on your pay-per-click ads (bots, repeat clickers, competitors, paid clickers) and stops those sources from seeing your ads again, usually by adding their IP addresses to your ad account's exclusion list.
How much does Didva's PPC fraud protection cost?
The Watchtower plan is free for up to 3,000 clicks a month. Starter is $39 a month for 20,000 clicks, Growth $89 for 100,000 and Agency $249 for 500,000. Billing is monthly and you can cancel any time; paying yearly takes about 20% off.
Which ad platforms does Didva protect?
Google Ads gets automatic IP exclusions on paid plans, except on Performance Max. Microsoft Ads clicks are scored and paid plans download a paste-ready exclusion list. Meta clicks are counted when the ad link is tagged as paid, and on Growth and above they're blocked at your website through Cloudflare. The table above sets it out.
How much PPC budget is lost to fraud?
Estimates vary widely. Juniper Research put losses at 22% of online ad spend in 2023, and Pixalate's Q1 2025 benchmark found 19% of desktop web ad clicks invalid in North America. Your own rate depends on industry, keywords and placements, which is why it's worth measuring.
Will Didva block real customers?
It can if you let it block too eagerly, which is why there's a whitelist for your office, agency and partners, and why flagged addresses show the reasons behind the score. Automatic repeat-clicker blocking waits for three separate days of clicks.
Does Didva work alongside Google's own protection?
Yes. Google keeps filtering invalid clicks and crediting you for them. Didva adds a record of each visitor and the exclusions Google doesn't make for you.
Is Didva the same as PPC Protect?
No. PPC Protect is a different company that renamed itself Lunio in 2022. Our comparison of Lunio and its alternatives is linked below.
See how much of your traffic is real
Tell us your site and we'll show you where invalid clicks are draining your budget.
Related solutions
Stop paying twice for the same bad clicks.
Start free, watch what gets flagged on your own traffic, and switch on automatic blocking when you're ready.