PPC Damages Analysis Expert Witness

What PPC Damages Analysis Addresses

Damages analysis focuses on the financial impact of how PPC campaigns were set up and managed. It asks whether alleged losses are supported by the numbers and what portion can reasonably be attributed to PPC.

Key Questions

• How much ad spend was actually wasted?
• Did mismanagement materially affect leads or sales?
• Were results in line with the industry and business model?
• How would performance likely have looked under reasonable management?

Data Sources Used in Damages Analysis

A reliable damages analysis never relies on a single report. Instead, it pulls from multiple systems and checks for consistency across them.

Typical Data Inputs

• Google Ads and Microsoft Ads account exports
• Analytics data (sessions, conversions, revenue)
• CRM or sales system reports
• Lead and call tracking systems
• Historical performance before and after disputed periods

Building a Damages Model

The analysis often compares actual performance to a reasonable baseline or projection. That may involve benchmarking against prior periods, similar markets, or industry norms.

Approach

• Identify the disputed timeframe and campaigns
• Quantify wasted spend and missed opportunity
• Separate PPC effects from unrelated business factors
• Document assumptions and methodology

How This Supports the Court

A clear, step-by-step explanation of damages helps the court understand the link between campaign decisions and claimed financial harm. It can also highlight where claimed losses exceed what the data can reasonably support.

To explore whether a damages analysis would help your case, visit the contact page and request a confidential discussion.