The merchant is already looking.

MCA used to be an ISO’s book. The ISO took the merchant, took the residual, and you funded whatever they sent. That channel thins out. The merchant who wants a shop they can find without going through that ISO is the rest of the market.

They search for an advance when the processor deposit is not going to cover the week. We show up in that search. We do not overlay an ISO’s merchant list with a letter.

Factoring is invoices. RBF is a percentage of future revenue at a software or services company. MCA is the card-volume advance. Three different leaves on specialty finance.

How these deals actually work

A restaurant, a retailer, a service shop needs cash against future card sales, often the same week, because a bank will not make a loan. The advance is repaid as a holdback on card or ACH, priced as a factor, not as a conventional APR loan. ISOs and brokers still originate most of this. They take the merchant, take a residual, and the funder funds what they send. Direct merchant search is the rest of the market: the owner who does not want that ISO in the middle, or who already burned that channel.

Underwriting is the processing history, not a tax return committee. Stacking, existing holds, and whether the location will still be there in six months are the real questions. Speed is why the merchant pays for this instead of waiting on a 7(a).

This is not factoring (invoices) and not RBF (a software company’s revenue share). It is card volume at a small operating location.

What a buyer is actually searching

They type merchant cash advance, cash advance for restaurant, working capital against credit card sales. Today is a slow week, a repair, a tax bill, or a landlord. Last month deposits covered it. This month they do not. They are not shopping a facility. They are trying to make Friday.

Some of them type the ISO’s competitor because the last advance already has a hold on the account. That intent is a refinance or a second position, which is a different credit box than a first advance. The campaign has to know which one you actually fund.

Other ISOs, brokers, and accountants send merchants. LinkedIn is that channel. The owner at the register is Google.

Objections we hear

This is a loan shark product. Some of the industry earned that. Shops that want to be found on search have to look like a shop, not a stack of texts. Foundation work is not optional here.

My ISO already has me. Then they do. This page is for the merchant who is searching without that ISO, or past them.

I’ll wait for the bank. The merchant searching this week already knows the bank said no. That is why they are here.

Who this is actually for

Funders who actually buy card-volume advances, with a box for industry, time in business, and stacking they will admit. The lead worth the spend is an operating location with deposits. A pre-revenue idea, a brand-new entity, and a merchant you would not hold are not worth the click.

This page is a poor fit for a shop that only wants ISO paper and has no interest in a merchant who found them on Google. If that is the book, do not buy this campaign.

Daily versus weekly retrieval, true-ups, and whether another hold already sits on the processor are the file. Stacking is how merchants get into trouble and how funders get into trouble. State licensing exists; we do not pretend every product is legal in every state, and we do not invent a license list on this page. The ISO split is why most of this flow never shows up as a merchant Google query. Direct search is the merchant who is past that ISO, or who never wanted them in the middle.

A restaurant with a slow week and a retailer with a tax bill type different words and need different landing copy if you actually treat those industries differently. If you do not, do not fake it. If you will not fund a stacked merchant, the ads should not sound like everyone is approved by Friday.

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How the campaign runs

Google ads for merchants searching a cash advance or working-capital advance, 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 ISOs, brokers, and accountants: 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 merchants. We do not write, mail, or phone owners who did not ask. We do not fund the advance. We make the shop findable. The shop does the work.

This is not factoring or RBF. 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.