The board wants operators in the building, not another slide deck.

Turnaround management is operators inside the company: cash, the lender conversation, the management change, the work that happens before a public filing. Pipeline that depends on the bank that calls you, the PE firm that keeps your number, and the lawyer who knows your speed produces when it produces. A special-assets group does not manufacture a calendar. You cannot hire more of those relationships.

We do not write to those companies. We do not mail the owner the week of the breach. The board or the lender looking for operators has to find the firm on its own. So does counsel, when the last three relationships are the wrong three.

CRO titles live on cro firms. Restructuring advisory is a different page. Licensed counsel is bankruptcy law firms.

How these deals actually work

The owner or board, the lender, and the operators who will actually sit in the building are the room. This is not a CRO title unless that is also the mandate, and even then the title has its own leaf. It is not a slide-deck restructuring without operators physically in the plant.

An operator embedded in a company's day-to-day decisions before a filing is treated as an insider under bankruptcy law in a way a pure outside advisor is not. That matters concretely: 11 U.S.C. § 547 lets a trustee claw back payments made in the 90 days before a filing as preferences, but if the recipient is an insider, that lookback extends to one full year under § 547(b)(4)(B). Operators directing vendor payments and payroll decisions need to understand that exposure before they start signing checks, not after a filing happens six months later.

What a buyer is actually searching

Turnaround management, operational turnaround, crisis operators, cash conservation team. Today is a breach, a missed payroll plan, or a lender who wants operators in the building. Last quarter they still thought existing management would hold.

Bankers and counsel search for a crew they can send who is not the last three they used. The owner searching at night is Google. LinkedIn is the referrer.

A campaign that only says "CRO" misses the board that wants operators without the officer title. If a firm does both, both leaves have to tell the truth about which seat is actually taken.

Objections we hear

The bank always calls us. The bank calls when it calls. The board that has not told the bank yet is already searching.

The PE firm has our number. That firm has three companies. The next file is someone else's portfolio.

This is the same as CRO. The title is a different leaf. If a firm takes both, keep the pages from cannibalizing each other. If it only operates and never sits the officer seat, it should not bid CRO.

Who this is actually for

Firms that actually put operators in the company, and understand the insider preference-lookback exposure before they start directing cash. The lead worth the spend is a board or lender with a live operating problem, before or instead of a filing. A petition already on file is often the lawyer leaf plus a CRO, not this page. A healthy company wanting "continuous improvement" is not that lead.

This page is a poor fit for a firm that wants every owner after a covenant miss mailed on its behalf. That is outbound. It is not this campaign.

Cash, vendors who will still ship, and whether the existing team stays under new operators are the first-week facts. Boards hire a crew that will be in the building, not a remote dashboard. A firm that cannot travel to the plants it takes will waste the click.

The live operating problem is the unit of work. Continuous-improvement at a healthy company is not this leaf. Bid the breach, the missed payroll plan, the lender who wants operators in the building, in the industries actually traveled to.

How the campaign runs

Google ads for the people already looking. Not one generic "turnaround" campaign: owners and boards searching an operating team while they still control the company, and lenders and sponsors searching a firm they can put in front of a borrower, in the mandate sizes actually taken. Keywords are custom to the work, with brand and competitor-brand bidding only when the strategy calls for it. Details: paid search.

Foundational work runs in parallel: the website, local directories, and general search appearance, so the click lands on an operating firm and not a volume mill. Bios and listings written in the language of the cash, the lender, and the replacement, not a rescue slogan. A landing page may be included; a full website build is always quoted separately. Details: online profile development.

LinkedIn ads aimed at referring counsel: lunch-and-learns for restructuring and bankruptcy lawyers who send the mandate after they already know three firms. Paid placements only. We do not run LinkedIn message outreach, InMail, or connection-request sequences on your behalf. That is a different channel, and it is not part of this program.

Ads produce inbound while the search is live. Foundation work is why an owner, a lender, or a referring lawyer trusts the firm enough to actually call.

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Why we're not generalists

Generalist agencies will not take the time to learn the insider preference-lookback distinction, let alone build a campaign around it. The practice is specialized, the file count is small, and that diligence bores them. They want large spend and heavy traffic to one landing page. We run a tighter campaign for a firm that closes fewer mandates at a higher value, and the keywords reflect the exposure from day one.

How fast this can run

Ads can go live in under a week once keywords and spend are approved. What usually slows a launch is approval on your side, not the platforms. Directories, bios, and a site a buyer will trust take longer to finish, because that layer is why the click converts into a call.

How this is billed

This is Visibility Program work, not the outbound program. 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, and not an outbound retainer.

A landing page may be included at no additional cost. A full website build is always quoted and billed separately. Foundational services, copywriting, CRM, multichannel sequences, and web design, sit under this track as the credibility layer, not as a correspondence program.

Scope is on the Visibility Program. Search mechanics are on paid search. Surfaces are on online profile development.

What is not included

We do not build a solicitation list of distressed companies, lenders, or boards. We do not write, mail, or phone owners who did not ask. We do not sit the turnaround, run the cash, or replace management. We make the firm findable. The firm does the work.

This is not CRO, restructuring advisory, or licensed bankruptcy counsel. Those are different pages.

Program pages

Visibility Program

The full model: what you pay, what we bill, and who this actually fits.

Paid search

The mechanics behind the click: keywords, spend, and a retainer that scales with it.

Online profile development

What a buyer checks after the click and before the call: directories, bios, and reputation.