Top 5 Common Scams in Media Buying: What You Need to Know

Media buying has become a crucial part of modern marketing strategies, helping businesses of all sizes reach their target audiences and grow their brands. However, as the demand for media buying services grows, so does the risk of encountering scams. These scams, which range from fake courses to misleading agencies, can cost businesses a significant amount of money without delivering any real results.

This article will tackle the five common scams in media buying. João Abrantes, a seasoned media buyer with years of experience navigating the complexities of digital advertising, will provide advice on how to avoid these scams. Throughout his career, João has witnessed firsthand the rise of scams and misleading practices that can harm businesses, especially newcomers to the media buying world. João has dedicated much of his time to helping others avoid these pitfalls, which is why his insights are invaluable in this article.

For business owners and marketers, distinguishing between legitimate media buyers and scammers can be challenging. Falling for these scams not only wastes valuable advertising dollars but can also damage your brand’s reputation. By understanding the common scams in media buying and learning how to spot them, you can avoid costly mistakes and protect your business from unnecessary risks.

1. Fake Media Buying Courses and Coaches

The digital marketing world has exploded in recent years, and with that explosion has come a rise in self-proclaimed "media buying experts." These so-called experts often offer expensive courses or one-on-one coaching, claiming to have the secret to successful media buying. But in reality, many of these courses are outdated, lack depth, or simply regurgitate information that is easily found elsewhere online.

These scams prey on newcomers looking to break into media buying. Promises of high returns and “quick secrets” to success are often nothing more than marketing ploys. The truth is that media buying requires strategic thinking, data analysis, and ongoing optimization—none of which are typically taught in these scam courses.

João Abrantes, a respected media buying expert, regularly critiques these types of courses on his YouTube channel, João Abrantes Reviews – Media Buyer. He emphasizes that you should always do your homework before committing to a course or coaching program. Look for programs with proven success stories, real-world application, and continuous support, rather than empty promises of fast results.

How to Avoid This Scam:

• Research the Course and Coach: Look for reviews, testimonials, and actual student success stories.
• Check the Curriculum: A solid course should provide deep insights into media buying strategies, analytics, and optimization.
• Avoid "Get Rich Quick" Promises: No course can guarantee instant success—media buying is a skill that takes time to master.

2. Misleading Advertising Agencies

While there are many legitimate advertising agencies out there, others operate with less-than-ethical practices. Some agencies promise sky-high returns without offering a real strategy, relying on outdated methods or lackluster creative work that fails to meet the specific needs of your business.

These agencies often pitch themselves as experts and sell their services at premium prices. However, when it comes to execution, they fall short. They might use generic, cookie-cutter strategies that lack the customization necessary to drive meaningful results. In many cases, these agencies focus only on spending your ad budget without considering how effectively it’s being spent, leaving you with poor ROI.

João regularly addresses these scams in his reviews, warning business owners to be cautious when choosing an agency. He advocates for transparency, alignment of strategy with business goals, and continuous optimization.

How to Avoid This Scam:

• Request Case Studies: A reputable agency should have clear, verifiable examples of successful campaigns.
• Ask About Strategy: Ensure the agency has a tailored strategy that aligns with your business objectives.
• Look for Transparency: Agencies should be open about how they manage your budget, the platforms they use, and the results they deliver.

3. Click Farms and Fake Traffic

One of the oldest tricks in the book is the use of click farms. These are groups of workers or automated bots that generate fake traffic for websites or ads. While the metrics may look great, such as high clicks and engagement, none of this translates into actual sales or conversions. This tactic inflates performance reports to make it appear as though your ads are working when, in fact, they’re doing nothing more than burning through your budget.

Click farms manipulate key performance indicators (KPIs), such as click-through rates (CTR) or engagement, by using automated software or low-paid workers who click on ads, like posts, or view videos. While the numbers might seem impressive, they’re essentially meaningless because the “engagement” is not coming from real potential customers.

João frequently warns against platforms that promise inflated engagement metrics but don’t provide transparent, real-time data. According to Joao, genuine media buyers focus on real conversions, not vanity metrics.

How to Avoid This Scam:

• Use Advanced Analytics Tools: Ensure the platform or service you’re using has robust fraud detection systems.
• Focus on Conversions, Not Clicks: Engagement is important, but sales and leads are what truly matter.
• Review Traffic Sources: Monitor the quality of the traffic to ensure it’s coming from legitimate, interested users.

4. Hidden Fees and Upcharges

A significant number of media buying agencies or platforms charge you upfront with what seems like a reasonable price, only to surprise you with hidden fees later on. These fees might be for things like campaign optimization, creative revisions, or performance reports—services that should already be included in the original price.

This tactic can make the total cost of the campaign far higher than expected. Agencies often rely on these additional charges as a way to profit, even when their basic services don’t live up to expectations. The result is you’re left with a bigger bill and fewer results.

João advises that transparency is key when dealing with media buying agencies or platforms. Ensure that you have a clear understanding of what is included in your contract and don’t be afraid to ask for detailed pricing upfront.

How to Avoid This Scam:

• Request an Itemized Quote: Ask for a full breakdown of the costs involved, including all potential fees.
• Clarify What’s Included: Understand what services are covered by the quoted price, including campaign creation, reporting, and optimization.
• Stay Away from Agencies with Unclear Pricing: If they can’t provide clear pricing or seem evasive, walk away.

5. Unqualified Media Buyers

With the increasing popularity of digital marketing, many individuals are entering the media buying field without adequate experience or training. These unqualified buyers often offer their services at rock-bottom prices, but they lack the skills needed to execute successful campaigns. Their lack of knowledge can result in poorly optimized campaigns, ineffective targeting, and wasted ad spend.

João warns against hiring media buyers without a proven track record. A good media buyer should be able to demonstrate a deep understanding of ad platforms, audience segmentation, and continuous optimization processes. If they can't provide examples of successful campaigns, it's time to move on.

How to Avoid This Scam:

• Ask for Past Campaign Results: A qualified media buyer should be able to show past successes.
• Verify Their Experience: Ensure the media buyer has relevant experience in your industry or a similar niche.
• Look for a Data-Driven Approach: A professional media buyer should rely on data and analytics to guide decisions, not guesswork.

João Abrantes' Additional Tips to Avoid Media Buying Scams

To further protect yourself from media buying scams, here are some essential tips from João:

• Always do thorough research before committing: Whether it's a course, agency, or media buyer, check for reviews, testimonials, and examples of past work. A legitimate professional should provide clear proof of successful campaigns.
• Ask detailed questions about their process: Be sure to inquire about the strategies they'll use, the tools they employ, and their past successes. A professional will provide transparent answers and details.
• Focus on real, measurable results: Don’t be swayed by vanity metrics like clicks, likes, or engagement. True success comes from sales, conversions, and ROI.
• Demand transparency: Whether it’s pricing, performance reports, or campaign management, work with professionals who are open and clear about their methods and results.
• Get everything in writing: Always make sure that you have a detailed agreement in place, covering everything from costs to expectations. This helps prevent misunderstandings and hidden fees later on.

How to Protect Yourself from Media Buying Scams

To avoid falling victim to scams in media buying, it’s important to stay informed and exercise caution. Here’s a quick checklist to help protect yourself:

• Do Your Research: Always read reviews and testimonials before committing to any course, agency, or media buyer.
• Ask the Right Questions: Be sure to ask about strategies, past results, and any hidden fees.
• Focus on Real Results: Don’t be swayed by vanity metrics. The real measure of success is the ROI you get from your campaigns.
• Demand Transparency: Work with agencies or media buyers who offer full transparency in pricing, reporting, and campaign results.

Conclusion: How to Get Started with Media Buying the Right Way

Media buying can be a powerful tool for business growth, but navigating the landscape safely is essential to avoid scams. By working with qualified professionals, staying informed, and asking the right questions, you can ensure that your media buying efforts are effective and profitable.

If you want to know more about media buying and how you can get started, I’ve written an article on it here -→ Honest Joao Abrantes Reviews: What to Expect.

By educating yourself and partnering with trusted experts, you can avoid scams and run successful campaigns that drive real business results.