For Google Ads users
Google Ads invalid click refund: the form and what to put in it
Paul Parnell. I run the ads and follow-up for home service companies.
A Google Ads invalid click refund is not automatic for clicks Google's filters missed. You have to ask, and you can only ask about the last 60 days. You ask through the click quality form.
If Google agrees, you get a credit on your bill, not cash back. Here is how to file it.
Step 1: Find the waste first
Google wants a pattern, not a hunch. Look for clicks that could not be real buyers:
- Clicks in the middle of the night with no calls or forms.
- One placement, app, or site with lots of clicks and zero leads.
- Search Partner spend with no leads at all.
No leads alone is not proof. Pair it with odd hours, sudden click spikes, or the same visitors clicking again and again.
I found $1,234 in fake clicks inside one Google Ads account this way. Here are the reports I pulled.
Step 2: Gather what Google asks for
- Your 10-digit customer ID, top right of your Google Ads screen. Not your agency's ID.
- The exact dates you saw the problem, inside the last 60 days.
- The campaign and ad group names.
- Any keywords or placements that look wrong.
- Your website logs with click IDs (GCLIDs), if you have them.
Step 3: Open the form
The form is at support.google.com/google-ads/contact/click_quality. Sign in with a Google account that has access to that ad account.
The picks I use on the form:
| Field | What to pick |
|---|---|
| Issue type | Traffic Quality: Invalid clicks and refunds. Not "Cost increase." |
| Concern related to | Every network the waste showed up on. |
| Did you raise budgets or bids recently? | Tell the truth. If you did not change them, say no. |
| Have you checked for invalid clicks? | Yes, once you have done Step 1. |
Step 4: Write the summary
This is the field that matters. Do not say Google ripped you off. Say their filters missed a pattern, and show the pattern. Copy this and fill in the brackets:
"Between [start date] and [end date], campaign [name] received [number] clicks from [placement, app, network, or hours] with zero calls or form fills. This pattern looks like invalid traffic that was not caught by your automated click filters. Please investigate and credit the invalid clicks."
Step 5: What happens next
- Google's team reviews it by hand, which takes several business days.
- You get an email with what they found.
- Any credit shows up as an "Invalid activity" adjustment in your billing summary.
- Your past campaign numbers do not change, even when you get credit.
Stop it from coming back
- Block apps and games from Performance Max.
- Add negative keywords like jobs, DIY, free, how to, and training.
- Check where your ads ran every week, and exclude placements that bring clicks and no calls.
Common questions
Does Google refund invalid clicks?
Google gives credits, not refunds. Credits for invalid clicks show up as Invalid activity adjustments in your billing summary.
How far back can I request an invalid click investigation?
60 days. Google only investigates traffic from the last 60 days, so file as soon as you see the pattern.
How long does a Google Ads click investigation take?
Several business days. Google's team reviews the data by hand and emails you what they found.
Where is the Google Ads invalid click form?
It is at support.google.com/google-ads/contact/click_quality. Sign in with a Google account that has access to that ad account.