Advertising

Google Ads records may be relevant when a dispute involves paid search advertisements, keyword selection, ad copy, bidding, targeting, campaign settings, impressions, clicks, or advertising spend. The retained **Google Ads** Expertise is the more precise destination when operation of the Google advertising platform is itself the principal technical issue.

Advertising focuses on paid promotional communications, campaign creative, media placement, targeting, advertising execution, and related industry practices. Marketing is broader and can include product strategy, market positioning, pricing, distribution, research, branding, customer acquisition, and other activities beyond advertising. A matter involving an advertising campaign may touch both areas, but the dominant issue should determine the appropriate Expertise.

Campaign data can show when advertisements ran, where they appeared, which audiences were targeted, how much media was purchased, and how users responded. Performance reports, invoices, platform records, placement data, and campaign changes can also be compared with plans or representations made about the campaign to identify discrepancies in execution or reporting.

An advertising expert can examine the wording and presentation of the claim, surrounding creative materials, campaign context, substantiation materials, placement, intended audience, and relevant advertising practices. The expert can explain how the advertising was developed and presented and identify factual or industry considerations relevant to the disputed representation. Ultimate legal conclusions about whether advertising violates a statute or regulation remain for counsel and the court.