The last wind-down is a path. Aged inventory is already a search.
The attorney or lender who sent the last remnant book is not sitting this one. Google for the buyer. LinkedIn for the lawyers who send work late. Not a letter to the CFO.
Attorneys, lenders, and the liquidator who handled a competitor’s wind-down are how inventory jobs arrive until they are the ceiling. They produce work at the speed of someone else’s crisis. They do not produce the CFO already staring at carrying cost.
What is actually broken
The inventory is the trigger. The CFO and the operations lead search when the lot will not sell through. Adding another referring lawyer does not put you in that search, and mailing the warehouse is the outbound program.
How the campaign runs
Google ads for CFOs and operations leads searching closeouts or aged inventory, not one generic “liquidator” campaign. Keywords are always custom to the work you actually 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 holds. A landing page may be included; a full website is quoted separately. Directories and bios: online profile development.
LinkedIn ads aimed at referring counsel: lunch-and-learns for lawyers who send a remnant book after they already know two shops. 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 problem is live. Foundation is why the buyer or a referring lawyer trusts the shop enough to call. How this is scoped lives on the Visibility Program.
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.
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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 list of retailers, manufacturers, or warehouses. We do not write, mail, or phone CFOs who did not ask. We do not buy the lot. Plant decommissioning is a different problem.
Program pages
Visibility Program
The full model: what you pay, what we bill, and who this actually fits.
Paid search
The mechanics behind the click: keywords, spend, and a retainer that scales with it.
Online profile development
What a buyer checks after the click and before the call: directories, bios, and reputation.
Industry counterpart: Inventory liquidation.
Carrying cost is not a referral lag.
Google for the inventory problem. Lunch-and-learns for referring counsel. Not outbound to the warehouse.
Discuss Our Visibility Program