The borrower is already looking for an ABL shop.

The banker who already has three national ABL names on speed-dial is how most of this book arrives. That banker sends the file they already planned to send. They do not send the CFO who never called them.

When a line of credit is maxed and inventory is sitting there, the CFO does not wait for that banker. They search. A letter to every middle-market finance office is a different engagement, and it is not what this page is selling.

Mezzanine is junior capital against cash flow and a sponsor. Factoring buys invoices. Neither is an ABL facility against the borrowing base. Those are different leaves on specialty finance.

How these deals actually work

An ABL facility is built on a borrowing base: receivables, inventory, sometimes equipment or real estate, marked and tested, not a handshake line. The first serious conversation is usually a field exam and a borrowing-base certificate, not a term sheet in isolation. Existing bank counsel, the company’s CFO, and the incoming lender’s examiners are in the room. When the bank has already called a covenant or cut availability, debtor’s counsel and bankruptcy or restructuring attorneys are often the ones who put the ABL shop on the list: DIP financing, an exit facility, or a replacement line that the incumbent bank will no longer hold.

These files take weeks, not a same-week close. Collateral has to be eligible. Ineligibles have to be argued. A lockbox or a dominion account has to be stood up. The banker who still has a first lien, or who is being taken out, does not disappear. Counsel on both sides paper the intercreditor. The CFO who got the shortfall notice last Tuesday is not waiting for that package to feel elegant. They are waiting for availability.

This is middle-market work against a base you can audit. It is not a startup credit card and it is not mezzanine against a sponsor model. If there is no collateral to test, there is no ABL file.

What a buyer is actually searching

The search starts after the bank letter, not during a planning offsite. The CFO types the thing they were just told they no longer have: asset based lending, ABL facility, borrowing base line, DIP financing. They are not comparing logos. They are trying to find a shop that still lends against the inventory the bank just haircut.

That is why today and not last month. Last month the revolver worked. This month availability dropped, a covenant was called, or counsel said the incumbent bank will not fund the next payroll against this base. The query is specific because the problem is specific. A generic “business loan” campaign will catch the wrong CFO and miss this one.

Bankruptcy and restructuring counsel search too, later in the same week: who can still close an ABL when the company is in, or about to be in, a case. That is a LinkedIn audience, not a Google dump of “ABL lender near me.”

Objections we hear

My bank already does ABL. Then you do not need this page, unless that bank just cut the line. Specialty ABL is for the file the incumbent will not hold.

The reporting is too heavy. Borrowing-base reporting is the product. If the company cannot produce an eligible certificate, it is not an ABL borrower. Ads will not fix that.

I’ll wait for my banker to introduce someone. The banker who still wants the relationship will introduce a name they already use. The banker who just called the covenant will not hurry. The CFO already searching is not in that introduction.

Why would a bankruptcy lawyer send this? Because DIP and exit facilities are ABL-shaped more often than they are bank-revolver-shaped. Debtor’s counsel already knows three shops. The fourth has to be findable.

Who this is actually for

Shops that actually underwrite against a borrowing base, not a form-factor “we do ABL too” on a commercial-and-industrial bank page. The lead worth the spend is a company with collateral you would take, a facility large enough to pay for the exam, and a live problem with the incumbent bank. A pre-revenue company googling working capital is not that lead.

Geography follows where you can exam and monitor, not a national boast. If you do not take certain industries, the campaign should not bid as if you do. The program is a poor fit for a lender that still wants the banker to bring every file and has no appetite to be found by a CFO in a shortfall week.

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How the campaign runs

Google ads for CFOs and owners searching asset-based or ABL facilities, not one generic “business loan” campaign. 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 the shop and not a mill. A landing page may be included; a full website is quoted separately. Directories and bios: online profile development.

LinkedIn ads aimed at bankers and bankruptcy counsel: lunch-and-learns, not a message sequence. 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 the buyer or a referrer 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 middle-market CFOs. We do not write, mail, or phone borrowers who did not ask. We do not underwrite or fund. We make the shop findable. The shop does the work.

This is not factoring, mezzanine, or MCA. Those are different pages.

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.