Paid Social Ads Expert Witness

Many campaigns blend search and paid social. Disputes may involve Meta (Facebook and Instagram), LinkedIn, or other paid social platforms alongside Google Ads and Microsoft Ads.

Paid Social in Performance Marketing

Paid social platforms use different targeting and optimization models than search. They rely heavily on audience segments, interest targeting, and lookalike modeling.

Key Elements

  • Audience configuration and exclusions
  • Creative testing and message alignment
  • Optimization events (leads, purchases, etc.)
  • Placement and network choices

Common Dispute Areas

Disputes may focus on lead quality, audience targeting, or how much value paid social actually delivered compared to other channels.

Examples

  • High volume of low-quality social leads
  • Claims that audiences were mismatched to the offer
  • Attribution disagreements between social and search
  • Allegations of misrepresented results in reports

How Paid Social Expertise Supports a Case

An expert reviews campaign structure, targeting, creative, optimization settings, and performance data to help determine whether results match reasonable expectations and what role paid social played in the final outcome.

To discuss a matter involving paid social advertising, visit the contact page.