An executive often has days to sign a release.

Referrals from employment lawyers and the occasional inbound from a terminated executive are a workable foundation. They are capped. The executive sitting on a non-compete, a severance, an equity clawback, or a release they have days to sign is not in your partner’s golf schedule that week. The GC who just got the letter from the other side is not either. Writing to general counsel, HR directors, and executives is the outbound program. It is the wrong ethics conversation for this practice.

We do not write to those executives, and we do not mail HR the week of a termination. The job is to be findable in the days the letter creates, and to be the name a referring employment lawyer already has when they finally look up from a file they cannot keep.

How These Deals Actually Work

A non-compete gets triggered the day an executive resigns. A severance offer arrives with a five-day signing window. An equity clawback clause gets invoked. A release needs review before a deadline that was set by the other side, not the executive. None of these wait for a referring lawyer's calendar to open up.

Employment lawyers refer what they cannot keep, and an occasional terminated executive finds a firm through word of mouth, but neither source moves at the speed the underlying document actually demands. The executive with days to sign a release is not waiting on a partner's golf schedule, and the GC who just received the other side's letter is not either.

The buyer here is almost always reacting to a specific document with a specific deadline attached, which is why the campaign has to speak to the document, not a general employment-law label.

What a Buyer Is Actually Searching

The executive facing a live document searches specifically: non-compete attorney, severance negotiation lawyer, equity clawback review, executive employment contract dispute. They usually have days, not weeks.

A GC managing the company side of the same dispute searches differently: executive separation counsel, restrictive covenant enforcement. The urgency is company risk, not personal signing deadline.

A generic "employment lawyer" campaign is too broad and will as easily attract wage-and-hour claims as it does the executive contract disputes this practice actually handles.

Objections We Hear

Referring employment lawyers already send us this. They send what they cannot keep, when they remember to. The executive with a five-day signing window is not always inside that referral chain at all.

We already rank for employment law. A generic ranking misses the executive searching by their specific document: non-compete, severance, clawback, which is what a real buyer under deadline actually types.

HR handles these internally before it reaches us. HR manages the company's side. The executive on the other end of that document is searching for their own counsel, independently, on their own clock.

Who This Is Actually For

Firms that actually negotiate and litigate executive-level employment disputes, with the capacity to respond inside a short signing window. The lead worth the spend is an executive or GC with a live document and a real deadline.

This is a poor fit for a firm whose real book is general HR and wage-and-hour work, a different practice entirely, or one that cannot turn around a review inside days. Bid the executive-document work you actually run.

How the campaign runs

Google ads for the people in the window. Two themes, not one generic “employment lawyer” campaign. Executives and senior professionals searching a non-compete, a severance, an equity dispute, or a release. Employers and GCs searching outside counsel for the same fight from the other side. Keywords are always custom to the clause types and the matters you actually take. 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 a contract-dispute practice and not a volume mill. Bios and listings in the language of the covenant, the release, and the forum, not “workplace advocates.” A landing page may be included; a full website is quoted separately. Directories and bios: online profile development.

LinkedIn ads aimed at the business and referral side: CLE and lunch-and-learns for employment counsel and corporate lawyers who should not keep the dispute. 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 window is open. Foundation is why an executive, a GC, or a referring lawyer trusts the firm enough to call. LinkedIn is not a surface for the person who just got the letter at 11 p.m.

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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.

Lawyer-to-lawyer, in select circumstances

Lawyers may solicit other lawyers. In select circumstances, when the target is referring counsel rather than the executive or the employer in the fight, direct mail or similar correspondence to other lawyers can be part of the work. That is an exception, not the default. It is not a list of terminated executives. It is not a list of HR directors. It is not a list of GCs sitting a live separation. It is not LinkedIn message outreach. Bar rules still vary; the firm confirms what it can run. We do not represent that any channel is permitted everywhere.

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 departing executives or of companies with turnover. We do not write, mail, or phone executives, HR directors, or GCs who did not ask. We do not sit the matter, argue the covenant, or negotiate the release. We make the firm findable. The firm does the work.

This is not a wage-and-hour or volume-plaintiff leaf. Construction, commercial, and the other dispute pages on this hub are different fights.

Program pages

Visibility Program

How this work is scoped and billed.

Paid search

Google ads. You pay the ad spend. We bill a retainer that scales with it.

Online profile development

Directories, bios, and reputation surfaces a buyer checks after they see you.