PPC Expert Witness Services

Core Expert Witness Services

At a high level, PPC expert witness work includes case review, account analysis, written opinions, rebuttals, and testimony. Each matter is different, but there are common patterns that appear across disputes.

Start with these foundational pages for an overview of how PPC and expert witness services fit together:

• What is PPC?
• What is a PPC expert witness?
• What a PPC expert witness does
• PPC case types and legal issues
• PPC standard of care opinions

For background on Bill’s experience and history in search and paid media, see the about and experience pages.

Case Review, Reports, and Testimony

In most matters, the engagement begins with a confidential discussion and a preliminary review of available documents. If it appears to be a good fit, the work may expand into detailed analysis and reporting.

Deliverables can include informal case assessments, formal written reports, rebuttal opinions, deposition testimony, and trial testimony. The specific scope depends on the needs of the case and the court.

To discuss scope, timing, or availability, use the contact page.

Click Fraud, Invalid Traffic, and Damages

Many disputes involve allegations that budgets were drained by non-genuine activity, or that poor management allowed fraudulent clicks to continue unchecked. Others focus on the financial impact of incorrect setup or neglected campaigns.

• Click fraud expert witness – analysis of logs, traffic patterns, and platform reports to evaluate suspicious activity.
• PPC damages analysis expert witness – quantifying wasted spend, missed revenue, and realistic baselines for performance.
• PPC evidence in litigation – overview of account exports, logs, and supporting documentation available in most matters.

These services often interact with conversion tracking and analytics, which are covered in more detail below.

Tracking, Analytics, and Attribution

If tracking is broken or incomplete, performance claims quickly become hard to trust. A large portion of PPC disputes come down to how leads and revenue were tracked and attributed.

• Conversion tracking expert witness – review of tags, analytics configurations, call tracking, and CRM integration.
• PPC glossary for attorneys – definitions of key terms used in reports and testimony.
• PPC standard of care expert witness – evaluation of whether tracking and reporting met reasonable professional expectations.

These services help clarify whether performance data is reliable and how much weight it should carry in a case.

Platform and Channel-Specific Services

Not all ad platforms work the same way. Separate service pages describe the unique considerations of different systems and how they appear in disputes.

• Google Ads audit expert witness – account structure, change history, budgeting, and performance trends.
• Microsoft Ads expert witness – platform-specific settings, imported campaigns, and reporting differences.
• Paid social ads expert witness – campaigns across Meta, Instagram, LinkedIn, and other social channels.

These pages can help you quickly determine whether the case involves systems that match Bill’s experience.

Franchise, Agency, and Contract Disputes

PPC frequently sits at the center of business relationships, including franchise systems, multi-location brands, and agency–client arrangements. Disputes in these settings often combine performance questions with contract interpretation.

• Franchise PPC expert witness – shared budgets, territory boundaries, and lead ownership questions.
• Agency PPC dispute expert witness – expectations, optimization practices, and transparency between agencies and clients.
• PPC contract disputes expert witness – scope of work, performance representations, and account control provisions.

For matters that touch multiple categories, services can be combined into a single, cohesive engagement.