The shipment is already a search.

The importer who already banks with you sends the next LC because the last one cleared. Counterparties, freight forwarders, and the trade counsel on the last shipment do the same. That is a closed loop. A new importer with a supplier in another country is not in it.

They search for a letter of credit or supply-chain finance when the shipment is already on a dock. The campaign is for that moment. A list of every importer in a port city is outbound work. This campaign is not that list.

Factoring is domestic receivables. Trade finance is the cross-border instrument. Different risk, different leaf on specialty finance.

How these deals actually work

A shipment has to move. The counterparty will not wait. A letter of credit, a documentary collection, or a supply-chain facility is what lets the goods leave the dock without one side eating the whole risk. The importer or exporter, the issuing or advising bank, and often a freight forwarder are in the actual sequence. Trade counsel shows up when the documents, the Incoterms, or the dispute are the problem. Counterparties who already cleared the last LC send the next one.

The clock is the sailing, the production slot, or the expiry on the instrument. A late LC is not a late loan. It is a supplier who sells the goods to someone else. Document discrepancies are how these files die after everyone thought they were done.

This is not domestic factoring. The receivable may still be overseas, under documents, with a bank in the middle.

What a buyer is actually searching

They type letter of credit, import LC, supply chain finance, trade finance for importers. Today is a supplier asking for the instrument, or a vessel date. Last month the relationship ran on open account. This month it does not, or a new supplier will not ship without an LC.

They name the corridor if they know enough: import LC from [country], export collection. If you do not do that corridor, the click is wasted.

Bankers and trade counsel who send this work are LinkedIn. The importer with a date on the dock is Google.

Objections we hear

My bank issues LCs. Then use them, if they will issue this one, for this counterparty, on this date. Trade shops get the instrument the relationship bank will not touch in time, or at all.

We’ll pay cash. Cash buyers do not search trade finance. The searcher cannot, or will not, fund the whole shipment on the balance sheet.

This is too much documentation. Documents are the product. If the company cannot produce them, it is not this file.

Who this is actually for

Shops that actually issue, advise, or fund trade instruments in corridors they can name. The lead worth the spend is a real shipment and a named counterparty. An RFQ with no supplier is not that lead. A domestic wholesaler who wants “trade finance” as a synonym for a revolver is not that lead.

This page is a poor fit for a bank that will only issue LCs for existing depository customers and has no interest in being found by a new importer on a vessel date.

Confirmed versus unconfirmed, documentary discrepancies, inspection certificates, and sanctions screening are how these instruments actually move, and how they fail. A freight forwarder can keep a file alive or kill it with a document the bank will not take. Open-account suppliers who suddenly want an LC are a different buyer than a company that has always run on letters of credit and lost their bank. Both search. They do not need the same paragraph.

Corridors matter. If you cannot support a lane, do not bid the country’s name. A new importer with one supplier and a vessel date is a real lead. A company collecting quotes with no counterparty is not.

Presentation under the LC is its own job. Clean documents get paid. Discrepant documents get delayed or refused, and the supplier relationship takes the hit. A shop that talks about trade finance as if it were a term loan has not watched a discrepancy. The importer searching on a vessel date has. The landing page has to sound like documents and dates, not like a working-capital brochure.

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How the campaign runs

Google ads for importers and CFOs searching trade finance or letters of credit, 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 trade 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 importers. We do not write, mail, or phone traders who did not ask. We do not issue the LC. We make the shop findable. The shop does the work.

This is not factoring. That is a different page.

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.