Mountain State Equipment
Mountain State Equipment is a family-owned business in Beckley, WV offering retail sales, installation, service, and parts—truly a one-stop shop for equipment needs. While the company serves a wide range of customers, this project focused on promoting one highly specialized and cost-saving solution: waste oil heaters.
Waste oil heaters are ideal for garages and facilities that consistently generate used oil. Instead of paying for disposal, businesses can reuse that oil to heat their space—solving two problems at once.
The Challenge
The goal was not to drive foo traffic to the retail store, but to educate a very specific audience about a product many didn’t fully understand.
Key challenges included:
- Explaining a technical, unfamiliar product in a clear and compelling way
- Targeting a niche audience such as auto shops, service garages, and facilities that generate waste oil
- Working within a limited budget while still generating meaningful results
- Positioning waste oil heaters as a financially smart, practical investment
Our Strategy
1
Targeted digital advertising designed to reach businesses that regularly produce waste oil
2
Website development dedicated to explaining waste oil heaters in simple, relatable terms
3
Video content breaking down how waste oil heaters work and why they make financial sense
4
Graphic ads that clearly communicated the “two problems, one solution” value
By framing waste oil heaters as a way to eliminate disposal costs while reducing heating expenses, we helped prospects quickly understand the real-world benefits.
Impact & Outcomes
Despite a niche audience and limited budget, Mountain State Equipment saw strong engagement over a six-month period:
In the numbers
215,000+
Google ad impressions
100,000
Video impressions
10,000+
Website clicks from qualified users
575
Clicks driven by video content alone