Your Lead Gen Vendor Is Probably Lying to You

Most legal lead gen companies are ad agencies pretending to be tech companies. We have audited enough of them to know. Here are the 5 questions that make bad vendors squirm.

## We Audit Every Firm Before They Sign With Us We have onboarded 23 PI firms in the last 18 months. Before signing with us, we audit their existing lead gen stack. What we find is almost always the same: they are getting robbed. Not by criminals. By vendors who have figured out that law firms do not ask the right questions. Vendors who quote CPL instead of CPSC, who sell the same lead to multiple firms, and who call a landing page "proprietary technology." Here are the five questions that separate legitimate partners from expensive middlemen. ## Question 1: What Is Your Cost Per Signed Case? Not cost per lead. Cost per signed case. If your vendor pivots to CPL when you ask this, they do not track it. That means they do not care whether you sign cases. They care whether you buy leads. A ve…