Google Ads Audit Expert Witness

A Google Ads audit in a legal context goes far beyond a quick account review. It is a structured, evidence-focused analysis of how campaigns were built, changed, and measured over time.

What a Google Ads Audit Covers

A forensic Google Ads audit examines the account from top to bottom. That includes campaigns, ad groups, keywords, audiences, assets, budgets, bid strategies, and tracking configuration.

For litigation, the goal is to understand what was done, whether it aligns with industry practice, and how these decisions impacted performance and spend.

Key Areas Reviewed

  • Account structure and naming conventions
  • Match types, negatives, and search term coverage
  • Location and device targeting
  • Budget allocation and pacing
  • Manual vs. automated bidding strategies
  • Conversion tracking and analytics integration

Using Change History as Evidence

Google Ads change history shows when campaigns, bids, budgets, and settings were adjusted. In disputes, this log can be critical to understanding who did what, and when.

Questions Change History Helps Answer

  • Were campaigns actively managed or left unattended?
  • Were significant changes made right before performance dropped?
  • Did the account follow a clear optimization plan?
  • Were errors quickly corrected once identified?

Performance Data and Benchmarks

Performance metrics—impressions, clicks, cost per click, conversion rate, cost per conversion, and return on ad spend—provide context. An expert compares those results to reasonable benchmarks and the business model.

What Performance Analysis May Show

  • Whether click and conversion trends align with account changes
  • Whether budgets were sufficient for the goals
  • Whether obvious low-performing segments were allowed to run unchecked
  • Whether claims about success or failure match the data

How This Supports Legal Arguments

A well-documented Google Ads audit helps counsel argue whether account management met professional standards, and whether the alleged damages are supported by platform data.

Findings can support or rebut allegations of negligence, misrepresentation, or mismanagement of ad spend.

To discuss a Google Ads-focused dispute, visit the contact page and request a confidential case review.