PPC Standard of Care Expert Witness

Defining a Reasonable Standard of Care

In PPC management, there is no single universal rulebook. Instead, a standard of care is drawn from common industry practices, platform documentation, and the expectations set in contracts and statements of work.

Elements of Standard of Care

• Appropriate account setup based on goals and budget
• Ongoing monitoring and optimization
• Use of negative keywords and targeting refinements
• Reasonable testing of ads and landing pages
• Accurate and functioning conversion tracking
• Clear communication of results and issues

Where Standard of Care Comes Up in Cases

Standard of care is central when one party claims another failed to manage PPC properly. That may involve agencies, freelancers, in-house marketers, or vendors handling lead generation.

Common Allegations

• Campaigns left on “autopilot” without monitoring
• No response to clear signs of poor performance
• Failure to set up basic tracking or reporting
• Ignoring contractual obligations around reporting or strategy

How an Expert Evaluates Standard of Care

A PPC expert witness compares actual account activity against expected professional behavior. That includes reviewing platform logs, change history, and communications between the parties.

Evaluation Steps

• Review contracts and scope documents
• Analyze account structure, targeting, and settings
• Examine optimization cadence and change history
• Compare actions taken to stated goals and constraints
• Identify gaps between expectations and execution

Supporting the Court with Clear Opinions

The outcome of a standard-of-care evaluation is a set of opinions about whether actions were reasonable, given the information and tools available at the time, not just in hindsight.

To discuss a matter where PPC standard of care is at issue, visit the contact page and request a confidential consultation.