Find the source first
| Sign | Likely source | Fix |
|---|---|---|
| Gibberish names and emails | Bots on your form | Add bot protection and a hidden field |
| Real people, wrong service | Loose keywords or match types | Add negatives and tighten keywords |
| Leads from far away | Location set to presence or interest | Switch to presence only |
| Spikes from apps or odd sites | Display or partner placements | Exclude placements or turn off Display |
What Google already filters
Google calls clicks from bots, accidental taps and deliberate cost-raising clicks invalid. Google filters them out of reports and billing, so you are not charged. It can also credit invalid clicks found after billing. Fake form fills that look like real visits can still slip through, though.
Protect the form
- Add a bot check like Cloudflare Turnstile or reCAPTCHA.
- Use a hidden field that only bots fill in.
- Validate phone numbers and emails before the form sends.
- Ask one qualifying question, like the service needed.
Stop spam from training your bidding
If every form counts as a conversion, Smart Bidding learns to find more spam. Mark junk leads and upload only real leads as conversions. Google's enhanced conversions for leads can help match qualified leads back to clicks.
Good example. A moving company adds bot protection, switches to presence targeting and imports only booked moves. Spam falls and real leads hold steady.
Bad example. A moving company counts 200 form fills a month as conversions. Half are bots, and bidding keeps finding more.
Read how to improve lead quality. Our PPC management audits lead sources every month.