Our philosophy has thus far been to generate our own PI cases through our website via Google/Yahoo PPC and organic traffic however in recent weeks I have been considering other approaches to generate more referrals and wondered which route to go down.

Any leads which are telephone generated via cold calling are strictly a no-no but it seems that buying leads generated through other sites could be an option however I am wary of buying a quantity of leads up-front for fear of being stung by unscrupulous companies/individuals. Ideally we would be looking to work on a back-end basis as this minimises the risk to us however I can appreciate that it may not be fair to heap all of the risk on whoever supplies the leads so I am wondering what an acceptable compromise between the two would be?

Please don't deluge me with offers (especially if your e-mail is one of the free web ones, that sets alarm bells ringing instantly!)