The statute is already a search.
State-society dinners are a ceiling. Google ads reach tax directors searching state credits. LinkedIn ads reach CPAs and site-selection consultants who refer this work.
State and local credits die on a statutory deadline the controller has not on the calendar. The people who send this work sit in state-society dinners and site-selection rooms. Those rooms know three shops. The tax director in a state they have not worked in before is not in the room.
They search the statute. The campaign is that query, plus the CPAs and site-selection consultants who actually make the introduction.
R&D is federal qualified research. WOTC is a federal hire credit. This leaf is the state program with its own clock. Those leaves live on this hub.
How these deals actually work
A tax director is negotiating where to locate or expand a facility. The credit is a chip in that conversation with a state or a city, not a form filed after the fact. Jobs, capex, clawbacks, and statutory deadlines sit in the term sheet. Site-selection consultants, economic-development staff, CPAs, and counsel are in the room. State-society dinners still recycle three shops. The tax director in a state they have not worked in before is not in that room.
This is closer to a deal than a claim. Miss the statutory window and the chip is gone. R&D is federal qualified research. WOTC is a federal hire credit. This leaf is the state program sitting in a live negotiation.
What a buyer is actually searching
They type state tax credits, [state] jobs credit, site selection tax incentives, relocation tax credit. Today is a live location decision. Last month the facility was a maybe in three states. This month one state is asking what it will take.
They name the state when they know it. If you do not work that statute, do not bid the state’s name as if you do.
CPAs and site-selection consultants are LinkedIn. The tax director in the negotiation is Google.
Objections we hear
We’ll just take the statutory credit. Sometimes that is enough. The searcher is the one who thinks the negotiation can do better, or who will miss the statute without help.
Site selection already has this. They have the shops they already use. A tax director outside that roster still has to find someone.
We don’t have a deal yet. Then it may be early. The lead worth the spend has a live location or expansion, not a someday.
Who this is actually for
Advisors who actually negotiate and file state and local credits, in states they can name. The lead worth the spend is a live site or expansion decision. A company wanting a list of every credit in America with no project is not that lead.
This page is a poor fit for a firm that wants to mail every controller in a state capital. That is outbound.
Discretionary incentives and statutory credits are not the same tool. Clawbacks if headcount or capex miss are how these deals are written. NDAs around the negotiation are common, which is one reason this work does not travel by a public mailing list. A tax director running a three-state bake-off is a live lead. A controller who wants a catalog of every credit in the country with no project is not.
Site-selection consultants hold the short list in many of these files. Economic-development staff hold the other side of the table. The campaign is not a substitute for that negotiation. It is how a shop that is not already on the short list gets into the bake-off while the location is still undecided.
The negotiation has a date when the company has to tell a board which state won. After that date the chip is gone. A shop that arrives after the location is announced is doing compliance, not the deal. If you do post-decision filing only, the page should say so. If you do the bake-off, Google and LinkedIn have to catch the tax director while three states are still in play.
A credit you cannot name the statute for is not a campaign. If you work five states, bid five states. A national pose with no statute behind it is how this vertical produces ignored lunch invitations.
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How the campaign runs
Google ads for tax directors searching state tax credits, not one generic “tax credit” 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 and site-selection consultants: 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 controllers. We do not write, mail, or phone tax directors who did not ask. We do not file the credit. We make the shop findable. The shop does the work.
This is not R&D or WOTC. 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.
- Discovery
One call, 45–60 minutes. We learn the practice economics, the buyer profile, what triggers an engagement, and the objections that prevent it.
- List Build
Built from SIC classifications, D&B company records, and state business registrations, filtered by revenue band, employee count, and industry code. Every name cross-checked against current operating status before it goes on the list. You review a sample before anything sends.
- Copy Development
Written after the list, specific to your buyer, your state, your fee structure. One review round. Not sent until you approve it.
- Launch
Direct mail, email, or both, calibrated to how buyers communicate in your vertical. Batched over one to two weeks to protect deliverability.
- Monthly Coordination Call
What responded, what it means, what changes next cycle. Every recommended adjustment is explained before it happens.
A state credit is not a conference room.
Google ads for the tax director. LinkedIn ads for CPAs and site-selection consultants.
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