Augment LeadsPart of our guide on how to grow a personal injury law firm. This guide compares business models, not vendors, and doesn't name or rank any company.
How does each model work?
A marketing agency builds and manages campaigns for your firm: ads, a website, search work or all three. The ads carry your firm's name, inquiries come straight to you, and you pay the agency for its work and pay the ad platforms for the ad spend.
A pay-per-lead vendor runs its own ads and forms. An injured person fills in the vendor's form, and the vendor delivers that inquiry to your firm. You pay for each lead that meets the agreed criteria. Our guide on how pay per lead works for law firms explains it in more detail.
How do a marketing agency and pay per lead compare?
| Factor | Marketing agency | Pay per lead |
|---|---|---|
| Who runs the ads | The agency, in your firm's name | The vendor, on its own campaigns |
| What you pay for | Agency work plus ad spend | Each delivered lead that meets your criteria |
| Who owns the brand and website | Your firm | The vendor owns its campaigns; you own the leads you receive |
| Exclusivity | Inquiries come only to you | Depends on the vendor: exclusive or shared |
| Spend risk | You pay for ads even in a slow month | You pay for delivered leads |
| Control | Full control of messaging and targeting | Control through filters: state, case type, criteria |
| What to get in writing | Scope, reporting, contract term | Exclusivity, consent records, replacements, term |
When does a marketing agency make sense?
- You want to build your firm's own brand and website traffic over years.
- You have someone in-house who can manage the agency and read the reports.
- You're willing to fund ad spend through slow months while campaigns are tuned.
When does pay per lead make sense?
- You want inquiries soon, without building or managing campaigns.
- You want to pay for delivered leads rather than for ad spend and management.
- You take specific case types in specific states and want to filter for them.
Ask whether leads are exclusive or shared. Our exclusive vs shared PI leads guide covers the difference, and our questions to ask a legal lead vendor checklist works for agencies and vendors alike.
Can a PI firm use both?
Yes, and many do. A common split is an agency, or your own team, for brand and search, plus a pay-per-lead source for steady volume in chosen case types. Track both by cost per signed case so you compare them on the same terms.
What do the ethics rules say about each model?
Comment 3 to ABA Model Rule 7.2 says a lawyer may pay vendors engaged to provide marketing services. Comment 5 says a lawyer may pay others for generating client leads, as long as the lead generator doesn't recommend the lawyer and its communications are consistent with Rule 7.1. Either way, the firm is responsible for its own advertising.
This guide is general information for law firms, not legal advice. Your state's version of the ethics rules and your own counsel have the final say.
Where exclusive cases fit
Exclusive leads are one source of new cases, not a whole growth plan. They pay off most once your intake can answer fast and you know which cases you want.
Exclusive MVA cases
Augment Leads runs its own car accident campaigns nationwide. The injured person fills in the form, and each MVA lead goes to one firm only, with an SMS-verified phone and a TrustedForm certificate, delivered to your CRM or intake team in real time. You choose the states and accident types you take.
Exclusive workers' comp cases
Each workers' comp lead comes from a person hurt on the job who filled in the form themselves. It's screened for whether they were injured while working, whether they reported it and whether they already have a lawyer, then sent to one firm only. Unqualified leads are replaced under your agreement.
Augment Leads is a Canada-based company, founded in 2025, that serves US law firms nationwide and is trusted by over 50 law firms. You pay per lead, with no agency retainer and no minimum term. See how it works or read the FAQ.
Frequently asked questions
What is the difference between a PI marketing agency and pay per lead?
An agency runs campaigns in your firm's name, and you pay for its work plus ad spend. A pay-per-lead vendor runs its own campaigns and charges for each delivered lead that meets your criteria.
Is pay per lead cheaper than a marketing agency?
It depends on your cases and your intake. Compare both on cost per signed case, which is the total you spent on a source divided by the cases you signed from it, over the same period.
Who owns the leads with pay per lead?
Your firm receives and keeps the leads delivered to it, while the vendor owns its campaigns and forms. Ask any vendor to put data ownership and exclusivity in writing.
Can a PI firm use an agency and pay per lead at the same time?
Yes. Many firms use an agency or their own team for brand and search, plus a pay-per-lead source for steady volume in chosen case types and states.
Are pay-per-lead vendors allowed under ethics rules?
Comment 5 to ABA Model Rule 7.2 says a lawyer may pay others for generating client leads, as long as the lead generator doesn't recommend the lawyer. Check your state's version with counsel.