Surety and referring counsel are a path. They do not produce next quarter’s jobs.

Surety, construction counsel, and a handful of owners are how these files arrive until they are the ceiling. A rejected pay app, retainage held past the statute, a termination, a delay, the job is already failing. The bonding agent is not. Writing to principals and owners is the wrong program for this practice.

What is actually broken

The job is the trigger. The owner, the developer, and the contractor search when the pay app dies or the schedule does. Adding another referring GC does not put you in that search, and mailing the job is the wrong ethics conversation.

How the campaign runs

Google ads for the buyer on the failing job, owners and developers on one theme; contractors and subcontractors on the other; not one generic “construction lawyer” 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 is a dispute practice, not a closing mill. A landing page may be included; a full website is quoted separately. Directories and bios: online profile development.

LinkedIn ads aimed at referring counsel: CLE and lunch-and-learns for construction and surety counsel who send the file after the clock. 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 firm 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.

Lawyer-to-lawyer, in select circumstances

Direct mail or similar correspondence to referring counsel can be part of the work in select circumstances. It is not a list of owners. It is not a list of contractors. It is not a list of surety brokers. It is not LinkedIn message outreach. Bar rules still vary; the firm confirms what it can run.

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 from jobs, liens, or bond claims. We do not write, mail, or phone owners, contractors, or subcontractors who did not ask. We do not sit the matter or file the lien. Real estate purchase and lease fights are a different problem page. Vendor recovery and government claims stay outbound. They are not this 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: Construction disputes.