Case Study: NOW Finance reduces invalid traffic by 96% with TrafficGuard

NOW Finance Reveals Ad Fraud Impact on Google Ads ROI with TrafficGuard

NOW Finance, a leading non-bank personal lender, wanted to find out whether invalid traffic and ad fraud were affecting the ROI of its Google Ads campaigns and inflating acquisition costs. High-CPC personal loan keywords were attracting bot-driven traffic, returning users, and other non-incremental engagements that distorted campaign performance and wasted budget. NOW Finance brought in TrafficGuard, using TrafficGuard for Search to investigate and protect its paid search activity.

TrafficGuard implemented real-time invalid traffic prevention at the click level, blocking bots and fraudulent clicks before budget was spent and filtering repeated, non-incremental engagements. The results were strong: IVT spend rate dropped 96% from 5.6% to 0.2% in the first month, bot traffic fell from 7.2% to 0.2%, and non-incremental engagement dropped 90%. TrafficGuard also helped NOW Finance increase loan application conversions by 11% and reduce cost of acquisition from search.

Now Finance

Andrew Coyne

Search & Performance Marketing Manager