PPC Expert Witness Experience
Decades of hands-on PPC work across multiple platforms, industries, and campaign types inform Bill Hartzer’s expert witness opinions.
Background in PPC and Digital Advertising
Bill started running pay-per-click campaigns in the early days of GoTo and Overture, before Google Ads became a household name. Over the years, he has worked in-house, agency-side, and as an independent consultant on PPC strategy, management, and auditing.
His work spans lead generation, e-commerce, and B2B campaigns, often involving significant budgets and complex tracking setups.
Platform Experience
- Google Ads: Search, Display, Shopping, Performance Max, and remarketing.
- Microsoft Ads: Search and audience campaigns.
- Supporting platforms: analytics tools, call tracking, and CRM integrations.
Expert Witness and Consulting Matters
As a PPC expert witness, Bill has been involved in cases that touch on campaign mismanagement, missed performance targets, click fraud, and disputes over who owns or controls ad accounts and data.
Examples of Matter Types
- Claims of wasted ad spend due to poor account setup or monitoring.
- Disputes between agencies and clients over performance promises.
- Franchise and multi-location matters involving lead routing and territory issues.
- Click fraud and invalid traffic investigations.
- Questions about attribution and how PPC contributed to revenue or damages.
Deliverables and Testimony
Bill’s work typically includes structured account reviews, written expert reports, and participation in depositions and trial testimony where needed. He focuses on making PPC data understandable and relevant to the questions at hand.
To discuss whether his experience aligns with your case, visit the contact page for next steps and availability.