The hire is already a search.
CPA referrals are a ceiling. Google ads reach employers searching WOTC screening. LinkedIn ads reach CPAs and payroll consultants who refer this work.
WOTC lives in screening at hire, which is why shops that wait on a CPA introduction miss the window. The CPA sends the employer they already have. Payroll consultants do the same. New employers hiring into a target group do not get that call.
The employer already looking for WOTC screening is in search, this week. We do not write to HR departments on the chance they hired someone.
ERC is remaining pandemic-wage work. This is a current-year hire credit. ERC lives on this hub.
How these deals actually work
WOTC is a hire-time credit. Screening has to be in onboarding, not in a year-end tax binder. Retail, hospitality, and staffing already screen new hires for other reasons and still leave the credit on the table because the form never hits the file in time. The employer, payroll, an HR or onboarding owner, and a CPA or WOTC vendor are the room. Payroll consultants see the flow. CPAs see the return. Neither automatically wires screening into the first day of work.
This is current-year hire work. ERC is remaining pandemic-wage work. Mixing them is how a shop looks like a leftover COVID mill.
What a buyer is actually searching
They type work opportunity tax credit, WOTC screening, WOTC for staffing, WOTC for restaurants. Today is a hiring wave, a new payroll system, or a CPA who asked whether anyone is screening. Last quarter they were hiring without it. This quarter someone showed them the missed credit.
High-volume employers search because the per-hire amount only matters in volume. A three-person shop hiring once a year rarely searches this, and is rarely worth the spend.
CPAs and payroll consultants are LinkedIn. The employer already hiring is Google.
Objections we hear
Payroll already does this. Some payroll companies do. Many offer it and do not actually catch the hire. The employer searching has a reason to doubt the default.
We don’t hire target groups. Then WOTC may not be the file. The campaign should not pretend every hire is a credit.
We’ll catch it at year end. Year end is how the screening window is missed. The employer who knows that is the one who searches.
Who this is actually for
Shops that actually screen and file WOTC, especially in high-volume hiring. The lead worth the spend is an employer already hiring at a volume where the credit matters. A professional firm hiring two people a year is usually not that lead.
This page is a poor fit for a firm that wants to mail HR departments on the chance they hired someone. That is outbound.
The screening has to hit at hire. A year-end reconstruction is how credits get missed, not how a high-volume employer wants to run payroll. Target-group categories are statutory; we do not list them here as a promise that every hire qualifies. Staffing firms, restaurants, and retailers have the volume that makes a per-hire credit worth operationalizing. A professional services firm hiring two people a year usually does not.
Payroll companies sometimes include WOTC as a checkbox and still do not catch the form. That gap is a real search: “payroll says they do WOTC and we are not seeing it.” If you are a specialist overlay on that payroll flow, the page should say so. If you are the payroll company, this is a different page.
Onboarding vendors, ATS tools, and payroll already touch the new hire. WOTC fails when none of them own the form. The employer searching is trying to put a specialist in that gap without rebuilding HR. If your product needs a rip-and-replace of payroll, say so on the first call, not in a keyword. If it sits next to the existing stack, the page should sound like an overlay, because that is what a high-volume employer will actually buy.
Volume is the filter. If the employer does not hire every week, WOTC is usually a CPA afterthought, not a search. Buy the employers who already have an onboarding machine, because that is the only place screening can live.
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How the campaign runs
Google ads for employers searching WOTC or work opportunity tax credit, 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 payroll 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 employers. We do not write, mail, or phone HR who did not ask. We do not screen the hire. We make the shop findable. The shop does the work.
This is not ERC. 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.
- 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 new hire is not a CPA introduction.
Google ads for the employer. LinkedIn ads for CPAs and payroll consultants.
Discuss Our Visibility Program