What a PPC Expert Witness Does
From initial case review to deposition and trial testimony, a PPC expert witness follows a structured process built around data, documentation, and clear explanations.
Typical Engagement Stages
1. Initial Case Review
The process starts with a high-level discussion of the dispute, parties, platforms involved, and the questions the court needs answered. This often includes a conflict check and a review of key deadlines.
2. Data and Access Requests
The expert identifies the PPC accounts, analytics tools, and supporting documents that are needed. This may include exports from Google Ads, Microsoft Ads, Google Analytics, call tracking systems, and CRM data.
3. Account and Performance Analysis
Campaigns, ad groups, keywords, audiences, and settings are reviewed, along with change history and performance metrics. The goal is to understand what was done, why, and with what results.
4. Findings and Opinions
After the analysis, the expert provides findings on whether the account was run in a way that aligns with industry practice and with the goals or promises that were made.
5. Reports and Rebuttals
The expert may prepare a written report, declaration, or affidavit, and may also review and respond to opinions offered by another expert.
6. Deposition and Trial Testimony
Where needed, the expert testifies about the methods used, the data reviewed, and the conclusions reached, explaining technical PPC issues in a way that judges and juries can follow.
How This Applies to Your Case
Every matter is different. Some require deep analysis of years of PPC history; others focus on a narrow campaign or a specific period where performance is in dispute.
To discuss how a structured PPC review could help clarify issues in your case, visit the contact page and request a confidential case discussion.