The receivables gap is already a search.

Factoring lives in the gap between invoice and cash. Bankers and CPAs send the clients they already have. That is a ceiling: they send who they remember, after the cash bind has already started.

The owner watching a 60-day receivable land after payroll is not waiting on that CPA dinner. They search for factoring. A mail program aimed at every company with slow-pay customers is not this campaign.

ABL lends against the same receivables and keeps them on the books. MCA advances against card volume. Different product, different buyer, different leaf on specialty finance.

How these deals actually work

Cash is trapped in an invoice that has not paid. Payroll is due, or a supplier will not ship, before that invoice clears. Factoring advances against that receivable, holds a reserve, and collects from the account debtor or from the client, depending on notification and recourse. The owner, the factor’s underwriter, and often a CPA who already saw the aging are in the first real conversation. Commercial bankers send the client they will not unsecured-lend. When the company is pre-filing or already in a case, and the bank will not touch the receivables, bankruptcy counsel is often the person who tells them to factor.

The first facility takes longer than the second schedule. Credit on the account debtors, UCC, and whether you notify the customer are the actual gates. After that, a schedule can fund in days. This is a cash-timing product. It is not a judgment on whether the company is “good credit.” It is a judgment on whether the invoices are.

A post-filing company factoring because the bank pulled the revolver is still this product. It is a different conversation than a growing distributor who hates 60-day terms. Both search. They do not search the same words as MCA or ABL.

What a buyer is actually searching

They type invoice factoring, accounts receivable financing, sell invoices, factoring for [their industry]. They do not type “loan” first if they already know the invoices are the asset. Today is payroll, insurance, or a supplier pulling the line. Last month the aging was ugly but survivable. This month it is not.

A notified facility is a different fear than a non-notification one. Some buyers search “factoring without notifying customers” because they have already been warned. That intent is real. It is also a product constraint, not a slogan.

CPAs, commercial bankers, and bankruptcy counsel are the people who send a company to factoring when they will not, or cannot, do something else. That is LinkedIn. The owner staring at the aging is Google.

Objections we hear

My customers will find out. On a notification deal they will. If that is fatal, the product has to be non-notification, and not every factor runs that. Ads should not pretend otherwise.

It’s too expensive. It is priced as a purchase of invoices, not as a prime-rate revolver. The comparison is missing payroll, not a bank rate the bank already declined.

My CPA will find someone. Your CPA will find the factor they already use, when they remember. The aging does not wait on that dinner.

Who this is actually for

Factors who buy invoices they can collect, in industries they understand. The lead worth the spend has B2B receivables, a real aging, and a timing problem. Consumer receivables, construction with lien messes you do not take, and one-off tiny bills are usually not worth the click.

If you do not factor a vertical, do not bid it. This page is a poor fit for a lender that wants to call factoring a “product” on a bank site and will not be found by an owner whose supplier just went COD.

Spot factoring one invoice and taking a whole book are different facilities. Dilution, chargebacks, and account-debtor concentration are the credit, not the client’s FICO. Staffing, trucking, and wholesale each fail in different ways; a shop that takes all three still should not bid as if they were the same query. Notification versus non-notification is not a marketing preference. It is whether the account debtor will be told, and some buyers will not do the deal if the answer is yes.

A pre-filing company referred by bankruptcy counsel is often factoring because the bank pulled the revolver and payroll is still due. That file has a different conversation than a growing distributor who is tired of 60-day terms. Both belong here if you actually factor them. Ads that pretend they are one buyer will waste the spend.

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How the campaign runs

Google ads for owners searching invoice factoring or accounts-receivable finance, 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 CPAs, commercial 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 owners. We do not write, mail, or phone businesses who did not ask. We do not buy the invoices. We make the shop findable. The shop does the work.

This is not ABL 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.