What Is a PPC Expert Witness?
A PPC expert witness is a practitioner who explains how pay-per-click campaigns were run, what reasonable management looks like, and how account data supports or contradicts claims in a case.
Role in Litigation
PPC expert witnesses bridge the gap between technical advertising platforms and legal arguments. They review accounts, analytics, and documentation, then offer opinions grounded in industry practice.
Their focus is on what the data shows, whether actions taken were reasonable, and how those actions relate to alleged damages or missed expectations.
Typical Contributions
- Explaining platform behavior to attorneys, judges, and juries.
- Reviewing PPC account structure, settings, and change history.
- Evaluating whether campaigns align with stated goals and contracts.
- Assessing click quality, lead quality, and tracking accuracy.
- Providing written expert reports and rebuttals.
What Makes a PPC Expert Credible
A credible PPC expert witness has long-term, hands-on experience managing campaigns, auditing accounts, and working with real budgets. They should understand both legacy systems and current platform features.
They also need experience communicating complex topics clearly, both in writing and in testimony, under direct and cross-examination.
Key Qualities
- Extensive practical experience in Google Ads and Microsoft Ads.
- Current, ongoing work in PPC accounts and audits.
- Ability to explain data and technical concepts in plain language.
- Structured and documented methodology for reviews and opinions.
How Bill Hartzer Serves as a PPC Expert Witness
Bill uses his decades of PPC experience to analyze campaigns, identify key issues, and connect account behavior to claimed business outcomes. His work includes plaintiff and defense matters across multiple industries.
To see how that experience applies to your case, visit the experience page or reach out through the contact page for a confidential discussion.