Beauty

How TBC Tackled Rising Ad Costs and Invalid Clicks in the Beauty Industry

By blocking invalid clicks across multiple ad networks, TBC's fraud savings alone made Spider AF essentially cost-free, delivering immediate and measurable ROI.

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https://www.tbc.co.jp/english/

Industry

Beauty

Company Url

https://www.tbc.co.jp/english/

Region

Tokyo, Japan

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The Challenge

Budget disappearing with nothing to show for it

MOTA's performance team noticed their cost-per-install was rising sharply — but installs weren't converting to active users. Something was eating their budget.

Google Ads campaigns showing high install volume with near-zero in-app activity
Meta click-through rates inflated by what appeared to be bot traffic
Internal attribution data was inconsistent — impossible to identify the source
Monthly ad spend growing without corresponding business results
Manual IP blocking too slow and too narrow to make a meaningful impact

Why Spider AF

The only platform built specifically for ad fraud detection

MOTA needed more than a generic analytics tool. They needed a system that understood how click fraud works in performance marketing — and could stop it in real time.

Real-time invalid traffic detection

Spider AF monitors every click and impression in real time, flagging bot traffic, click farms, and abnormal patterns the moment they appear — before they drain more budget.

Direct Google & Meta integration

Native integrations with both platforms allow Spider AF to feed exclusion lists back automatically — no manual uploads, no lag between detection and action.

Transparent fraud reporting

Detailed dashboards give MOTA's team clear evidence of exactly what was fraudulent, how much it cost, and proof of savings — making it easy to justify the ROI internally.

The Approach

From blind spots to full visibility in four steps

Connect & audit

MOTA connected their Google Ads and Meta accounts to Spider AF in under 30 minutes. Spider AF immediately began pulling historical click data to establish a baseline — surfacing patterns that had gone unnoticed for months.

Identify fraud sources

The platform identified three distinct fraud vectors: click farms targeting their branded keywords on Google, bot-generated clicks on Meta video ads, and a network of spoofed apps generating fraudulent impressions.

Deploy exclusion rules

Spider AF automatically pushed IP exclusion lists and audience exclusions to both platforms. Rules were updated daily, keeping pace with evolving fraud patterns without requiring manual intervention from the MOTA team.

Monitor & optimise

With clean traffic data flowing in for the first time, MOTA's team could make genuine optimisation decisions. Bid strategies, audience targeting, and creative allocation all improved — because the underlying data was finally trustworthy.

The Results

Campaign performance before & after Spider AF

Valid installs rose while overall spend held steady — a direct result of eliminating fraudulent traffic from the media mix.

Monthly cost-per-install trend (JPY)

Before Spider AF After Spider AF

Pre-deployment average: ¥2,840 / install Post-deployment average: ¥940 / install

"We knew something was wrong, but we had no way to prove it. Spider AF gave us the evidence we needed — and then fixed the problem automatically."

Takeshi Yamamoto

Head of Performance Marketing, MOTA

The Outcome

Clean data. Real results. Confidence restored.

Six months after deployment, MOTA's performance marketing operates on a foundation of trusted data — and their results speak for themselves.

With invalid traffic eliminated, MOTA reallocated ¥2.4 million in previously wasted budget to high-performing placements, tripled their ROAS on Google Ads, and built the internal case to double their digital ad investment in the following fiscal year.

Frequently Asked

Questions about Spider AF for performance marketing

How quickly can Spider AF detect click fraud after integration?

Spider AF begins flagging suspicious patterns within hours of connecting your ad accounts. Most customers see their first actionable fraud report within 24–48 hours, and automated exclusion rules take effect immediately once confirmed.

Does Spider AF work with both Google Ads and Meta Ads simultaneously?

Yes. Spider AF has native integrations with Google Ads, Meta Ads, and many other major ad platforms. Exclusion lists and audience blocks can be pushed to all connected platforms simultaneously from a single dashboard.

Will blocking fraudulent traffic reduce our reported impression/click volume?

Yes — and that's the point. Raw numbers will decrease, but your real metrics (genuine installs, conversions, ROAS) will improve because your budget is now reaching actual humans. Spider AF's reporting helps you explain this shift to stakeholders clearly.

Can we use Spider AF for app install campaigns specifically?

Absolutely. Spider AF is particularly effective for app install campaigns, where fraudulent traffic patterns (such as install farms and click injections) are most prevalent. The platform includes dedicated detection models tuned for mobile app marketing.

Is there a minimum spend required to benefit from Spider AF?

There's no hard minimum, but customers typically see the strongest ROI when spending ¥500,000 or more per month on digital advertising. Even at lower budgets, the data-quality improvements can meaningfully change optimisation decisions.

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How TBC Tackled Rising Ad Costs and Invalid Clicks in the Beauty Industry

October 25, 2024

How TBC Tackled Rising Ad Costs and Invalid Clicks in the Beauty Industry

By blocking invalid clicks across multiple ad networks, TBC's fraud savings alone made Spider AF essentially cost-free, delivering immediate and measurable ROI.

Table of Contents

How TBC Tackled Rising Ad Costs and Invalid Clicks in the Beauty Industry

TBC Group, a leading aesthetic salon chain in Japan, faced rising costs in acquiring new customers through digital ads. With conversion points focused on salon bookings, the increasing prevalence of invalid clicks posed a threat to their advertising budget and campaign performance. As a result, TBC decided to adopt Spider AF to combat these challenges and improve ad efficiency.

Prior to Spider AF, TBC used another ad fraud solution, but its limited capabilities and lack of transparency led to mixed results. In 2024, TBC made the switch to Spider AF, which provided the transparency, ease of use, and coverage across the multiple ad networks they needed. This case study explores how Spider AF has helped TBC Group streamline its digital marketing efforts and improve the return on ad spend.

Spider AF Blocks Invalid Clicks Across Multiple Networks

One of the key reasons TBC chose Spider AF was its ability to cover a wide range of ad networks beyond just Google Ads, which was a limitation of their previous tool. Spider AF’s advanced fraud detection capabilities allowed TBC to identify and block invalid clicks from multiple platforms, significantly reducing wasted ad spend.

Since integrating Spider AF, TBC has seen a steady decline in fraudulent activity, with blocked invalid clicks translating into significant savings. The detailed dashboard and transparent data reporting provided TBC with clear insights into their ad performance, enabling more informed decision-making.

ROI Improved and Ad Spend Optimized

Spider AF’s impact on TBC’s campaigns was immediate and measurable. By blocking invalid clicks, the tool not only saved TBC substantial amounts of ad spend but also improved the efficiency of their campaigns. The estimated savings from blocked invalid clicks, combined with refunds from media companies for invalid traffic, meant that the cost of Spider AF was more than covered.

The return on investment has been substantial, with TBC reporting that the savings from blocked fraud alone make Spider AF essentially cost-free. Additionally, the tool’s easy integration with their ad agency ensured that implementation was seamless and required minimal ongoing management.

Continuous Performance Improvements

Since adopting Spider AF, TBC has also noticed improvements in key performance metrics such as cost per acquisition (CPA) and overall campaign efficiency. With fewer invalid clicks and higher-quality traffic, their digital ads are driving more relevant customers to book salon appointments. These improvements have had a positive impact on TBC’s customer acquisition strategy, allowing them to focus their marketing efforts on higher-potential leads.

Moving forward, TBC plans to further leverage Spider AF’s features, such as frequency control, to optimize ad targeting and continue improving campaign performance. They also hope to enhance their use of the tool’s segmentation options to gain deeper insights into performance by campaign and media type.

About TBC Group

TBC Group operates nationwide aesthetic salons for both men and women, with a strong focus on hair removal services. Known for their high-quality service and skilled staff, TBC is a leader in Japan’s competitive beauty industry. Through continuous innovation in their marketing strategies and operational excellence, TBC remains committed to providing top-tier services to their customers.