My concern isn't that Google is being "open" about click fraud on their network advertising, which I think they are. But what about the fraud on Google service

My concern isn't that Google is being "open" about click fraud on their network advertising, which I think they are. But what about the fraud on Google service sites themselves. It at that point is no longer in Google's self interest to be as strict in their "open" reporting; it's ~90% of their revenue. So, it becomes an ROI game, which as long as ROI is strong they can keep their rates up while keeping their profits climbing. Then again, Google's top line has been shrinking recently, so it is possible they are doing something about it, and it is hurting them. That or it's the general shift in advertising to focus on mobile where it's much harder to get engagement. PPC campaigns feel like a shell game to me often times. Agency switching among advertisers is staggeringly high as people hunt for higher ROI.