Case Study: William Hill achieves 4.5x ROI and 80% less invalid traffic with TrafficGuard

Eliminating Bots For the World's Biggest Betting Bookmaker

William Hill, one of Britain’s largest betting companies, needed to protect its Google Ads PPC campaigns from a growing problem with bots, bonus abuse, and other forms of invalid traffic across both UK and international operations. To tackle this challenge, it partnered with TrafficGuard and used TrafficGuard PPC Protect to improve visibility into traffic quality and reduce wasted ad spend.

TrafficGuard analyzed every click in real time, scored traffic quality, and built dynamic exclusion lists to block low-quality IPs and prevent further fraud. The results were significant: TrafficGuard detected over 43% invalid traffic in the PPC funnel, cut invalid traffic by 80%, reduced one UK account’s invalid cost rate by 94%, and helped William Hill achieve a 4.5x ROI while saving 18.6% of its Google Ads budget.

William Hill

Joe Tobin

Head of PPC, SEO & ASO