The covenant is already a search.

Restructuring advisory sits between the company, the capital structure, and the people who will have to live with the deal. Referrals still come from bankers and counsel who already know you. Those introductions are real. They are also the same names. The company that just tripped a covenant, the sponsor watching a portfolio company deteriorate, the GC who has never managed a balance-sheet crisis: they do not wait for that introduction.

We do not write to those companies. We do not mail the CFO the week of the default notice. The company that tripped a covenant, or the sponsor watching a write-down, has to find the advisor. So does counsel when the last banker introduction is the wrong shop.

CRO mandates live on cro firms. Operating turnaround lives on turnaround management. Licensed counsel is a different leaf.

How these deals actually work

Restructuring advisory sits between the company, the capital structure, and the people who will have to live with the deal. The CFO, the sponsor, company counsel, and the lenders’ advisors are in the room. Covenant relief, going-concern language, a recap, an out-of-court deal: the work is the structure, not an officer title and not operators running the plant. Bankers and counsel who already know you still send files. Those introductions are the same names.

The company that just tripped a covenant, the sponsor watching a portfolio company deteriorate, the GC who has never managed a balance-sheet crisis: they do not wait for that introduction. We do not mail the CFO the week of the default notice. We make the advisor findable while the structure is still a decision.

CRO mandates are a different leaf. Operating turnaround is a different leaf. Licensed bankruptcy counsel is a different leaf.

What a buyer is actually searching

They type restructuring advisor, covenant default advisor, out of court restructuring, going concern advisory. Today is a default notice, a going-concern paragraph, or a sponsor call. Last quarter they still thought the budget would hold.

Bankers and counsel search for an advisor they can send who is not the last shop they used. That is LinkedIn. The CFO in the covenant is Google.

A campaign that sounds like “we are your CRO” will miss this buyer, or steal clicks from the CRO leaf. Keep the title off this page if you do not sit the seat.

Objections we hear

Our bankers already intro us. They intro the names they already have. The CFO who never called that banker is the search.

We’ll wait for counsel to send it. Counsel sends after they already have a client. The company in the covenant this week may not have called counsel yet.

This is the same as turnaround. Operators inside the company are a different page. Advisory on the structure is this page. Mixing them is how a board looking for a crew gets a slide deck, or the reverse.

Who this is actually for

Advisors who actually sit out-of-court and capital-structure work, in the company sizes they take. The lead worth the spend is a live covenant, write-down, or going-concern problem. A healthy recap with no distress is usually a different buyer. A petition practice is the lawyer leaf.

This page is a poor fit for a shop that wants to mail every CFO after a missed filing. That is outbound. It is not this campaign.

Term-loan vs revolver, unsecured vs secured, and whether an out-of-court deal can actually bind the holdouts are the conversation after the first call. A shop that only models and will not sit in the lender meeting is a different product than a shop that will. Say which one you are.

If you do not do middle-market, do not bid it. If you will not work a sponsor-backed file, do not look like you will. The tripped covenant is the unit of work, not a healthy recap.

The tripped covenant is the unit of work. A healthy recap with no distress is a different buyer. Bid the default notice, the going-concern paragraph, the sponsor call, in the company sizes you actually sit. Forbearance versus an amendment versus an out-of-court recap are different files. If you only do one, the page should not look like all three.

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How the campaign runs

Google ads for the people already looking. Not one generic “restructuring” campaign. CFOs and GCs searching advisory after a covenant, a collateral request, or going-concern language. Sponsors and lenders searching a shop that can work both sides of the capital structure, in the company sizes you actually take. Keywords are always custom to the work you do. Brand bidding and competitor-brand bidding only when the strategy calls for it. Details: paid search.

Foundational work in parallel: the website, local directories, and general search appearance, so the click lands on an advisory shop and not a volume mill. Bios and listings in the language of the structure, not a rescue slogan. A landing page may be included; a full website is quoted separately. Directories and bios: online profile development.

LinkedIn ads aimed at referring counsel: lunch-and-learns for restructuring and bankruptcy lawyers who send the file after they already know three shops. Paid ads only. We do not offer LinkedIn message outreach (InMail, connection sequences, or DMs). That is a different channel, we do not run it, and it is not part of this program.

Ads produce inbound while the search is live. Foundation is why a CFO, a sponsor, or a referring lawyer trusts the shop enough to call.

Why we're not generalists

Generalist marketing agencies will not take the time to understand how this practice actually wins work. The practice is too specialized, the file count is too small, and the work of understanding it bores them. They want large spend and a lot of traffic to a landing page. We will run a tight campaign for a shop that closes fewer files at a higher value. That is the point of this page.

Most agencies do not understand specialized industries well enough to advertise them honestly. We take the time to learn how the work is sold so the keywords and the page the click lands on match the work you actually take. A complex practice deserves that. A generic landing page does not.

How fast this can run

We can get ads live in under a week. What usually slows that down is approval on your side: the keywords, the spend, the page the click lands on. Directories, bios, and a site a buyer will trust take longer to finish. The website and listings are why the person who clicks trusts you. It is not the same as going live on search.

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. That is 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, 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, sponsors, or lenders. We do not write, mail, or phone CFOs who did not ask. We do not sit the advisory, negotiate the structure, or appear. We make the shop findable. The shop does the work.

This is not CRO, turnaround management, 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.