Here is something worth knowing before your next online shopping trip. That very first result on Google? It might not be the best match for what you searched. It might just be a company that paid Google to appear at the top.
And increasingly, it could be a scammer.
Criminals are now buying those sponsored ad slots (the ones that appear before the real search results) to push fake websites in front of shoppers. These sites are built to look completely legitimate. Some even mimic well-known brands like department stores, airlines, and luxury retailers.
One Woman’s Costly Mistake
A TikTok user recently shared her experience after clicking a sponsored link that appeared to be from American Airlines. She needed to change a last-minute flight, so she called the number on the site. The agent sounded professional. Everything felt completely normal. But the site was fake, the agent was a scammer, and he walked away with her credit card number and personal details.
This same kind of scam shows up on Bing and on social media platforms like Facebook and Instagram, not just Google.
What These Fake Sites Can Do to You
The damage depends on what you hand over. Damon McCoy, PhD, a professor at NYU and co-director of NYU’s Center for Cybersecurity, explains that sites selling counterfeit goods typically accept credit cards. But sites running an outright scam will push you toward payment methods like Zelle, CashApp, or a money wire, transactions that are harder to track and nearly impossible to get back.
Some sites sweeten the deal by claiming these payment methods will get you a bigger discount. Don’t fall for it.
Beyond your money, these sites may ask for your address, phone number, passwords, or even your Social Security number. According to McCoy, scammers can use that information to file fraudulent tax returns in your name or engage in other forms of identity theft.
Some fake sites go a different route entirely. They pop up a warning claiming your computer has a virus and urge you to call their team or download a program right away. That program is actually malware, or the call gives the scammer remote access to your computer.
How Big Is This Problem?
Big. Very big. In 2025, Google reported that it blocked or removed 602 million ads and 4 million accounts tied to scams. Meta reported removing over 159 million scam ads and taking down 10.9 million accounts connected to criminal scam operations.
Even with those numbers, plenty still slip through. A 2025 Reuters investigation found that scam ads may account for roughly 10 percent of Meta’s 2024 revenue, about $16 billion.
Four Red Flags to Watch For
According to McCoy, there are reliable warning signs that a sponsored site is not what it claims to be:
- A sense of urgency. A message saying a deal expires in five minutes, or that you must download something immediately or lose all your data, is a pressure tactic. Legitimate stores don’t threaten you.
- Unusual payment requests. If the site won’t accept a regular credit card and instead pushes Zelle, Cash App, or a money wire, walk away.
- Typos in the URL or on the page. A fake Nordstrom site might show up as “n0rdstrom.com.” Always check the web address carefully before entering any information.
- Deals that seem impossibly good. Deep discounts on luxury products are a classic lure. If it looks too good to be true, it almost always is.
The Simplest Way to Protect Yourself
When you search on Google, skip the sponsored links at the top and scroll down to the regular results. For well-known brands, the real website usually appears right at the top of those organic results anyway.
If you use a computer rather than a phone, you can also install a browser plugin called uBlock Origin, which removes sponsored ads from your search results entirely.
If You’ve Already Been Caught
If you think you clicked on a fake site and shared your information, move quickly:
- Call your bank or credit card company right away. If you catch a fraudulent charge within three months, there is a good chance your bank will reimburse it, especially if you explain the circumstances. Debit card fraud is harder to contest, but you should still call. Cancel the compromised card and request a new one.
- Freeze your credit. This prevents new accounts from being opened in your name. McCoy notes that once a scammer’s charge attempt fails, they typically move on.
- If you shared your Social Security number, contact the IRS. You can request a PIN that prevents anyone from filing a tax return using your information.
- Change your passwords. Do this for any account the scammer may have accessed.
- Report the fake ad. You can report fraudulent ads directly to Google, Bing, and Meta. You can also report it to the Internet Crime Complaint Center and the Federal Trade Commission.
One honest caution: if you paid via Zelle, Cash App, or a money order, recovering those funds is very difficult. Law enforcement agencies generally advise consumers to be careful online rather than pursuing individual cases.
The best protection is a moment of pause before you click. Scroll past the sponsored links, check the URL carefully, and trust your instincts. If something feels off, it probably is.