Fake Airline Ads Are Costing Travelers Money – Here’s How It Happens

The UK consumer protection organization Which? recently highlighted a case that shows just how easy it is to fall for a scam while browsing.

A traveler just looking for Virgin Atlantic’s phone number clicked the top result from a search engine, expecting to reach the airline’s customer service. Instead, she was connected to a scammer.

Key takeaways

• Fake airline customer support numbers are now showing up as top search results through paid ads
• Attackers are increasingly using hijacked ad accounts, not just fake ones
• Travelers are especially vulnerable because bookings are often made quickly and under pressure
• In many cases, victims only realize something is wrong after the money is gone

How does this scam actually work?

Excited about her dream trip to San Francisco, a consumer from Sheffield searched online for Virgin Atlantic’s phone number. She needed a few flight details before booking a parking spot near her airport of departure.

Using her mobile phone, she clicked on the top search result. Instead of reaching the airline, she was connected to a scammer.

The person on the other end claimed to work for Virgin Atlantic. He sounded professional, helpful, and fully aware of what he was talking about. But the call was part of a carefully staged scam, triggered by a click-to-dial search ad.

According to the report from Which?, these ads often appear at the top of search results on mobile devices and allow users to call a number with a single tap. While convenient, this feature is increasingly abused by scammers who impersonate well-known companies and intercept customers just when they’re seeking help.

Here’s how the attack unfolded:

• The user searched for Virgin Atlantic’s contact number on her phone
• A sponsored click-to-call ad appeared at the top of the results
• She tapped the number and was connected directly to a scammer
• The caller impersonated airline support and created urgency
• She was told her flight was at risk and needed an immediate payment
• The scammer instructed her to approve a £370 credit card payment via her M&S Bank app
• The payment was approved, and the scam was complete

“A really polite man told me my flight was at risk of being cancelled because I hadn’t paid the airport taxes,” the consumer told Which?. “He said they had been trying to contact me and I could pay it now to reinstate my flights.”

After the call, the confirmation email came from a third-party domain, not the airline. By then, the money had already been sent.

Even more frustrating, an initial refund attempt was rejected because the payment appeared to be “authorized.”

Click-to-call scams are spreading

According to Which?, this isn’t an isolated incident.

Scammers are increasingly abusing search engine ads with click-to-call features to impersonate trusted brands. In other cases, fraudsters have posed as representatives of:

• Major airlines like British Airways
• Telecom providers like Three UK

These ads are designed to intercept users actively seeking help.

Instead of sending victims to a fake website, scammers bring them straight into a live conversation, where they can manipulate them in real time.

This isn’t just about airlines

This tactic fits into a broader trend.

Recent research from Bitdefender Labs shows that attackers are also exploiting hijacked Google Ads accounts to run malicious campaigns at scale. In one case, compromised advertiser accounts were used to promote fake software downloads, redirecting users through legitimate platforms like Evernote.

Some of these accounts belonged to real businesses, including travel-related companies, which made the ads appear even more credible.

How can you tell if a support number is fake?

These scams are designed to feel legitimate, but there are warning signs.

• You found the number through an ad, not the official website
• The agent creates a sense of urgency or exerts pressure to act immediately
• You’re asked to make a payment for unexpected fees
• The email confirmation comes from an unfamiliar domain

If something feels rushed or unusual, it’s a good idea to stop the interaction.

How can you protect yourself from search-based scams?

A few simple habits can make a big difference.

Go directly to official sources
Instead of calling the numbers you see in an ad, visit the airline’s official website to find contact details.

Verify phone numbers before calling back
If you’re unsure, use free tools like Bitdefender’s Reverse Phone Lookup that scans trusted security databases to verify callers and spot spam and scams fast.

Check links before clicking
Use Bitdefender Link Checker to verify suspicious URLs before interacting with them.

Add an extra layer of protection on your phone
Because many of these scams start on mobile devices, it helps to have security tools working in the background. Bitdefender Mobile Security for Android and iOS can detect malicious links, block phishing attempts, and help prevent you from interacting with fraudulent content before it turns into a scam.

Protect your identity beyond the moment
If your data is exposed in a scam, it can be reused. Bitdefender Digital Identity Protection helps monitor where your information appears online.

Slow things down
Scammers rely on a sense of urgency. Legitimate companies rarely pressure you into immediate payments over the phone.