Last updated:
Mar 13, 2025
G Adventures, a leading provider of community-oriented small group travel, used Lunio to reduce invalid traffic and improve the efficiency of its paid media campaigns. By blocking fraudulent clicks and optimizing ad spend, G Adventures enhanced campaign transparency and prepared to capitalize on its peak booking period.
G Adventures is a global leader in small group travel — and with over three decades of exploration under their belt, they’ve crafted the perfect recipe for their 900+ adventures: immersive itineraries, safety of small groups, freedom to explore, a wide range of Travel Styles, unbelievable local guides, and trips that aren’t just fun – but actually have the power to change the world.
Evan Klajnscek, Senior Paid Search Specialist at G Adventures, is responsible for ensuring the G Adventures paid search ad budget is used to drive revenue as efficiently as possible. A lack of transparency over Performance Max (PMax) campaign performance, along with concerns about potential indicators of click fraud in their analytics, led Evan to investigate invalid traffic, and the solutions available to tackle it.
In 2024, as Evan and his team began to scale up investment in automated campaign types like Google’s PMax, they were frustrated by lackluster performance and poor visibility over exactly where their ad spend was being funneled.
With January—their peak sale month—on the horizon, inefficiencies in ad campaigns posed a serious risk. The ‘black box’ nature of PMax offered little to no insight into the root causes of these inefficiencies, leaving the team largely unable to take corrective action.
Adding to their challenges was the growing threat of invalid traffic. G Adventures were somewhat aware of IVT, and the possibility that it could be affecting their campaigns and contributing to inefficiencies. However, Google’s built-in protections lacked transparency, making it impossible to identify which campaigns were affected, or how much budget was being wasted.
Google issues refunds at the end of each month as “invalid activity adjustments.” However, the very small refunds they received compared to their total ad spend made Evan and his team suspect that a significant amount of wasted spend was going unaccounted for by Google's automated system.
Facing the dual challenge of scaling automated campaigns while preparing for their busiest sales period, G Adventures knew they needed a solution that offered greater clarity, control, and confidence to ensure their January campaigns surpassed the performance of the previous year.
“We send a lot of traffic to the website through our advertising—when it comes to protecting against click fraud, it’s always better to stop it at the source rather than relying solely on Google’s automated invalid traffic adjustments.”
Evan Klajnscek, Senior Paid Search Specialist at G Adventures
“Lunio stood out due to its ability to block click fraud on PMax campaigns, something many competitors couldn’t offer. It gave us the transparency and control we needed to optimize performance.”
Evan Klajnscek, Senior Paid Search Specialist at G Adventures
After exploring various options, G Adventures chose Lunio for its protection against invalid traffic across multiple ad platforms, and the ability to gain crucial insights over the quality of traffic coming from individual campaigns, keywords, and placements.
Once the decision was made, the initial setup process was seamless, with Lunio providing clear guidance and hands-on support throughout.
G Adventures implemented Lunio’s tracking templates across Google Ads, Meta, and other ad platforms in September 2024, in preparation for their peak sales period in January 2025.
“Getting started with Lunio was really easy. The setup process was seamless, well-structured, and not particularly time-intensive. Plus, support was available whenever we needed it, ensuring we had everything we needed to hit the ground running.”
— Evan Klajnscek, Senior Paid Search Specialist at G Adventures
“The ability to clearly convey the impact of our efforts and get accurate estimations of the dollars available for reinvestment has been incredibly helpful, especially when presenting results to internal stakeholders.
With Lunio, we can filter data by specific time ranges—like in January, our biggest sales month—and show how reducing invalid traffic has contributed to driving some really great results this year.”
— Evan Klajnscek, Senior Paid Search Specialist at G Adventures
Since implementing Lunio, G Adventures saw their average invalid traffic rate drop from a peak of 7.32% in late 2024, to just 4.13% in January 2025—a 43.6% decrease. G Adventures could then reinvest spend that would otherwise have been wasted on fake clicks back into their campaigns to drive greater booking volume.
In just three months, Lunio not only delivered a significant reduction in invalid traffic (IVT) but also provided G Adventures with valuable insights into the performance of individual keywords and placements.
These insights revealed substantial levels of invalid traffic affecting branded keywords. Armed with this data, the team identified underperforming keywords and strategically paused them, allowing their ad budget to be reallocated to areas with a higher likelihood of driving conversions.
With Lunio protecting their campaigns, G Adventures have seen the following success:
By addressing invalid traffic at its source, G Adventures ensures that every dollar spent delivers more value – allowing them to focus on what they do best: providing life-changing travel experiences to their customers.
“From my perspective, it's an ongoing benefit to the account. The long-term impact is ultimately continued reliability in our results, to continue driving YoY growth via paid search. The invalid traffic data clearly shows we're getting better efficiency out of our ad spend than if we didn't have Lunio in place.”
— Evan Klajnscek, Senior Paid Search Specialist at G Adventures
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