The Good Guys realise hundreds of thousands of dollars in efficiency with CHEQ
blocked
prevents
web traffic
The Challenge
The Good Guys had a visibility problem. Significant investment in paid media was driving traffic across channels, but not all of it was real. Bots, click farms, and automated tools were consuming budget and distorting performance data.
The impact became evident:
- Spikes of up to 40% of invalid web traffic
- Unexepected overages on Search APIs consumption
- Unplanned increases of Cloud Infrastructure usage
- Increasing % of invalid ads served
The Solution
CHEQ introduced real-time traffic intelligence across The Good Guys’ paid media starting in August 2025. Every visit and click was analyzed using behavioral, device, and network signals. Invalid traffic was identified and blocked before it could impact spend or data. CHEQ Analytics surfaced the specific ASNs and geographies driving invalid traffic, which The Good Guys used to refine paid-channel exclusions, feed Shopify’s WAF, identify and address traffic compliance issues with the Content Delivery Network.
The results through March 2026 were immediate and measurable:
- 20% reduction on Search APIs and Cloud Infrastructure usage with $100K+ savings
- Avoided ~$100K in wasted Ad Spend
- 15M invalid users blocked
- -400K fraudulent clicks prevented
- $500K+ of recovered sales with valid paid ad conversion
Product used:
“At The Good Guys, we live and breathe continuous improvement; optimising expenditure on resources is paramount. By protecting our website from invalid traffic, CHEQ.AI helped us realise sizable efficiency on paid ads, cloud services, and infrastructure.”
About The Good Guys
The Good Guys is a retail icon in Australia. Synonymous with a broad range of the biggest brands in electrical appliances, at exceptionally low prices, our trademark enjoys instant recognition amongst Australian consumers.
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