Block after one click: why, who and when

You set click limits on the Click limits tab of a rule set (Setup > Rule sets). The smallest count is 1. With Block after 1 click within a window, the first click from an IP goes through and the second inside that window is flagged.

Who should use it

On-demand services, where cost per click is high, competition is fierce and customers decide fast. Most genuine leads call after the first paid click.

Who should not

Most other businesses. A limit this tight has two costs:

• Genuine visitors who come back to compare or finish a form are flagged on their second click.
• On Google Ads, every flagged IP takes one of a campaign's 500 IP exclusion slots, and a tight limit fills them quickly. See The 500 IP exclusions per campaign limit in Google Ads.

If only some campaigns need the tight limit, give them their own rule set: Set invalid click thresholds.