➡ Use Recaptcha on Forms where possible

➡ Ask leads for First Name, Last Name, Email, and Phone Number

➡ Use a Phone Number with a Local Area Code

➡ Closely consider where you’re targeting, exclude irrelevant locations

➡ Think carefully about the intent behind targeted keywords

➡ Constantly A/B Test landing pages and their elements

➡ Attach values to conversion actions and automated bidding to prioritize different actions

➡ Consider click fraud software for an additional layer of protection

➡ Make frequent use of negative keywords

➡ Match ad copy, tone, branding, visuals to website