Your buyer is already searching. Is your firm the one they find?
The Visibility Program puts your firm in front of buyers at the exact moment they search on Google, backed by a search presence solid enough to earn the click. No mailing list. No cold correspondence. Found, fast.
A CFO with a covenant default does not wait for a letter. An owner staring at a filing decision does not wait for a referral. A general counsel with a licensing dispute does not wait for a mailer to arrive next Tuesday. They open a search bar and type the thing they actually need, right now, and whichever firm shows up with a page that earns their trust gets the call. The Visibility Program is how your firm becomes that result instead of the one that never shows up.
This is the search-and-profile track: paid search, foundational web presence, and referral-side LinkedIn advertising, for firms whose buyer already searches when the need hits. It runs alongside the outbound program, not instead of it. Some firms run one. Some run both, aimed at different slices of the same buyer population, because a buyer who searches and a buyer who has to be found by mail are not always the same person even inside one practice.
What Runs
Three things move together, and none of them work well alone.
What Runs
Google Ads
Custom keywords built around the exact query your buyer types: a CFO searching a specific credit, a GC searching a specific dispute, an owner searching a specific alternative to a filing. Never a single generic category campaign. Brand and competitor-brand bidding only when the strategy calls for it.
Foundational Work
The website, local and industry directories, and general search appearance, running in parallel, so the click lands on a firm the buyer trusts and not a thin page that loses them. A landing page may be included; a full site build is quoted separately.
LinkedIn Ads
Aimed at the referring counsel, bankers, brokers, and CPAs who send this work, run as thought leadership and lunch-and-learns. Paid placements only. No InMail, no connection sequences, no DMs, ever.
An ad without a foundation wastes the click: a buyer searches, clicks, lands on a thin page, and leaves. A foundation without an ad is invisible to a buyer who is searching for you right now and has no way to find you. This program runs both, on purpose, at the same time.
Visibility Program vs. Outbound
Firms ask which track fits. The honest answer is that it depends on whether your buyer is already looking or has to be told you exist.
Visibility Program vs. Outbound
| Visibility Program | Outbound Program | |
|---|---|---|
| Channel | Google ads, LinkedIn ads, search foundation | Direct mail and email correspondence |
| Buyer state | Already searching, right now | Not yet looking, has to be found |
| Billing | Ad spend plus a scaling retainer | Retainer or revenue share |
| Speed to launch | Ads live in under a week | List and copy take four to six weeks |
| Best fit | Hourly and fixed-fee practices, urgent searches | Contingency and relationship-driven practices |
| What it is not | A mailing list or an InMail campaign | A paid-search or SEO program |
How This Is Billed
This is Visibility Program work, not the outbound program, and the billing structure is built around that difference. You pay ad spend directly to the platforms: Google, and, where we run it, LinkedIn. ROI Wire is billed on a retainer that scales with that spend. Not a flat project fee. Not a percentage of closed files. Not an outbound retainer dressed up in new language.
The foundational work, the landing page, the directories, the bios, the reputation surfaces, sits on the project side of the ledger: a landing page may be included at no additional cost, and a full website build is always quoted and billed separately from the ad program. The ad program itself is the monthly side. The retainer scales with the spend, and both are reviewed as the campaign runs, not locked in place on day one and left alone.
This structure exists because it fits practices the outbound program's economics do not. Contingency and revenue-share arrangements assume a closed-file payout somewhere down the line. An hourly-rate bankruptcy shop, a fixed-fee compliance consultancy, or a paid-by-the-hour litigation practice does not have that payout to share, and forcing one of those firms into a contingency-shaped fee is how good-fit firms get told no for the wrong reason. Ad spend and a scaling retainer sidestep that problem entirely.
What Is Not Included
We do not build a solicitation list. We do not write, mail, or phone anyone who did not ask to be contacted. We do not offer LinkedIn message outreach of any kind: no InMail, no connection-request sequences, no DMs disguised as networking. This program does not perform the underlying professional work, the recovery, the filing, the defense, the audit. It makes the firm findable at the moment the buyer is already looking. The firm does the rest.
It is also not a shortcut around a thin practice. A campaign built on keywords that do not match the work you actually take will produce clicks that never convert, and a landing page that overpromises will lose the buyer the second they call and hear something different. The program works because the ad, the page, and the practice all say the same thing.
Who This Is For
Firms whose buyer already searches when the need arises are the fit: a CFO searching a specific alternative to a Chapter 11 filing, a general counsel searching a specific IP licensing dispute, a fund manager searching a specific distressed-debt counterparty, a plant manager searching a specific environmental compliance consultant after a citation. If your buyer has to be told you exist because they do not yet know to look, that is the outbound program's job, not this one.
Hourly-rate and fixed-fee practices are frequently the strongest fit, because the billing structure does not depend on a share of closed revenue the way the outbound program's contingency and retainer models do. But fit is decided by buyer behavior, not billing preference alone. A practice whose buyer never searches, who instead relies entirely on a small closed circle of referring professionals who already know the firm by name, is often a better fit for outbound correspondence than for a search campaign that nobody in that circle will ever type into Google.
Some firms are a fit for both tracks at once. A bankruptcy law firm might run the Visibility Program for the corporate CFO already searching a filing alternative, while running outbound correspondence to the lenders and referring attorneys who send work on their own timeline. The two programs are not competitors inside one firm. They are aimed at different buyers who behave differently, and a firm that understands the split usually outperforms one that picks a single channel and hopes it covers everyone.
The directories, bios, and reputation surfaces a buyer checks after they click.
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ROI Wire runs paid search and profile for firms whose buyer is already searching. A brief conversation determines whether that describes your practice, or whether outbound fits better.
Discuss Our Visibility Program