Your buyer is already searching. Are you the result they find?

ROI Wire's Paid Search service runs Google ads, and LinkedIn ads where the vertical supports it, so a buyer who is already searching finds the firm instead of a generalist competitor. This is the campaign side of the Visibility Program. Billing and engagement structure are covered on the Visibility Program page; this page is what the campaign actually does.

Why This Channel

Outbound and paid search solve different problems, and mixing them up wastes money on both sides. Outbound reaches a buyer who has not searched for anything yet: the retainer they need does not exist in their plan until a specific letter or email makes the case. Paid search reaches the opposite buyer, the one already typing the query, comparing three tabs, and deciding in the next ten minutes who gets the call. If your buyer already searches when the need arises, that decision is being made with or without you in it. The only question is whether you show up in it.

This matters most for practices where the trigger is public, sudden, or time-boxed: a recall filing, a breach notification, a denial letter, an audit notice. The firm that shows up in that ten-minute window gets the shortlist call. The firm that relies on the prospect eventually hearing about them through a referral is betting on a much slower and less certain path for exactly the buyers who are ready to move right now.

What We Run

Google ads target the buyer at the moment of search: a CFO searching a specific facility type, a GC searching a specific dispute practice, a controller searching a specific credit. Keywords are custom to the work the firm actually does, not a generic category campaign. We build out negative keyword lists early and keep tightening them, because a generalist search term that costs the same as a precise one but converts at a fraction of the rate is the single fastest way to burn a media budget without anything to show for it. Brand bidding and competitor-brand bidding run only when the strategy calls for it, not by default.

LinkedIn ads, where we run them, are aimed at the intermediaries who refer this work: counsel, bankers, brokers, CPAs, and similar, structured as lunch-and-learns and thought leadership. These campaigns are not trying to close a deal in one click. They are building the kind of quiet, repeated visibility that gets a firm mentioned when a referral source is asked "who do you recommend." Paid ads only. We do not offer LinkedIn message outreach: no InMail, no connection sequences, no DMs. That is a different channel, we do not run it, and it is not part of this service.

Landing pages are built or adapted so the click lands on a page that speaks to the exact search, not a generic services page. A buyer who searched a specific facility type or a specific dispute category and lands on a page that talks about the firm in general terms assumes the firm does not actually specialize in their problem, and leaves. Matching the page to the query is not a cosmetic detail; it is most of what determines whether the click turns into a call. Where a full site rebuild is warranted, that is quoted separately; see online profile development for the foundational surfaces that support the click once it lands.

How We Build the Campaign

We start narrow. A campaign that tries to cover every keyword an industry could plausibly search spends its budget finding out which ones do not work; a campaign built around the six or eight terms a buyer with your exact problem actually types spends its budget on people who are close to ready. We expand from there once the data tells us where the real demand sits, not before.

Geography and vertical targeting follow the same logic: a national campaign for a firm that only serves three states is not a bigger opportunity, it is a smaller one, because every impression outside the service area is a wasted bid. We scope the campaign to where the firm can actually take the work, and we tell you up front if the search volume in that scope is too thin to support a paid program at all. That happens sometimes. We would rather tell you the query volume does not support a campaign than take the budget and run ads against terms that will not produce meetings.

Testing runs on a rolling basis: ad copy variants, landing page variants, bid strategy adjustments. What changes is driven by what the data shows converting, not by a fixed creative refresh schedule. If a message pulls better, we carry it forward. If a keyword group is spending without producing qualified contacts, we cut it before it eats more of the budget.

Questions We Get

Is there even enough search volume in a niche this small? Sometimes, no. A firm doing a genuinely rare specialty may have a query volume too thin to support a paid program, and we will tell you that directly rather than take the retainer anyway. More often, the volume is there but nobody has bid on the precise terms yet, because the generalist agencies bidding in adjacent categories do not know the niche well enough to find them. That gap is usually where the opportunity is.

How do you pick keywords for a practice area you didn't previously specialize in? The same way we build an outbound list: by understanding how the buyer actually describes the problem, not how the industry describes the service. A buyer rarely searches the formal name of a practice area; they search the symptom. We build the keyword list around the language the buyer actually uses, then refine it against what the search data shows is actually converting.

What happens if the campaign isn't performing? We tell you. A campaign that is spending without producing qualified contacts gets restructured or paused, not left running because it is already live. You are paying us a management retainer, not paying us to protect a sunk cost.

How We Bill

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. Full billing detail is on the Visibility Program page.

How We Report On It

You get a monthly report on spend, impressions, clicks, and, where tracking permits it, the calls and form submissions the campaign produced. We do not guarantee a specific cost per lead or a fixed conversion rate; anyone promising a fixed number before seeing your market's actual query volume and your landing page's actual conversion behavior is not being straight with you. What we do guarantee is that you will know exactly where the budget went and what it produced, cycle over cycle, so the campaign can be tightened or expanded based on real numbers instead of a guess.

Who This Is For

Firms whose buyer already searches when the need arises, and firms whose economics don't fit outbound's contingency or fixed-retainer structure, including hourly-rate and fixed-fee practices. If the buyer has to be found and reached rather than found by searching, this is not the right service; outbound is. We will tell you which one your practice actually fits before taking the engagement, and we would rather turn down a paid search budget that will not perform than run it anyway.

What We Do Not Do

We do not build a solicitation list. We do not write, mail, or phone anyone who did not ask. We do not offer LinkedIn message outreach. We do not guarantee rank, impressions, or a specific cost per click; ad markets move, and a firm promising a fixed number is not being straight with you. We do not run organic SEO as a separate deliverable; general search appearance is covered under online profile development.

Speed

Ads can be 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. The website and listings that make the click trustworthy take longer to finish; that is a different clock, covered under online profile development. Firms that come to this with an existing, credible site are usually live and getting qualified clicks inside the first two weeks. Firms that need the site work done first should plan for that timeline separately, since a strong ad sending traffic to a weak page produces expensive clicks and few calls.

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