How Do I Choose a Personal Injury Marketing Agency?
By Brittany Winters, Director of Client Relations
Choose a personal injury marketing agency by what they’re accountable to — signed cases, not clicks. A lot of agencies will show you a dashboard full of impressions and call it success. The right partner reports on retainers, handles the part where cases are actually won (intake), specializes in PI, and doesn’t need to trap you in a multi-year contract.
What to look for
- Signed-case reporting. Do they report on retainers and revenue, or impressions and clicks? Only one of those pays your associates.
- Intake, not just traffic. The conversion happens on the phone. An agency that drives clicks but ignores intake is handing your spend to voicemail.
- PI specialization. PI is its own world — severity, ethics rules, case values, after-hours demand. A generalist learning on your dime is expensive.
- Exclusivity. Will they take your competitor down the street too? One firm per metro per practice area protects you.
- Reasonable terms. Confidence shows up as month-to-month after a ramp, not a two-year lock-in.
Questions to ask on the call
- "What number do you hold yourselves to?" (Listen for "signed cases.")
- "Do you handle or integrate with our intake?"
- "Will you work with a competing firm in our market?"
- "What happens to our website, campaigns, and rankings if we leave?"
Red flags
Guaranteed #1 rankings, reporting that stops at clicks, no PI focus, and contracts that lock you in before they’ve proven anything.
That’s exactly the standard we hold ourselves to — see how the signed-case engine and managed intake fit together.
Frequently asked questions
What questions should I ask a PI marketing agency?
Ask what number they hold themselves to (look for signed cases), whether they handle intake, whether they’ll work with competitors in your market, and what happens to your assets if you leave.
What are red flags in a law firm marketing agency?
Guaranteed #1 rankings, reporting that stops at clicks or impressions, no personal injury specialization, and long-term contracts demanded before any results.
Should I hire a PI specialist or a general marketing agency?
A specialist. PI has unique economics, ethics rules, and after-hours demand. A generalist learning the category on your budget usually costs more in lost cases than they save in fees.
Want this run for your firm?
See exactly where your retainers are leaking — then decide. One firm per metro.