Industrial Service Solutions (ISS) is America’s largest independent provider of industrial equipment and repair services to a wide range of industries, including manufacturing, construction, food and beverage, energy, and transportation. The company also offers specialized expertise in combustion system engineering and fired equipment solutions, including boiler repair and inspection.
As new boiler compliance regulations in Texas created a greater need for boiler inspections and related support, ISS set out to raise awareness and generate qualified leads across the state. To support this effort, Highway 9 Consulting developed an integrated marketing strategy focused on Texas boiler compliance through SEO, PPC, social media, and email marketing.
Industrial and commercial boiler owners face serious legal and financial risk if systems fall out of compliance with updated Texas regulations. ISS needed to quickly raise awareness, create urgency around inspections, and generate qualified leads in a competitive industrial services landscape.
To raise awareness and generate qualified leads, Highway 9 launched a multichannel campaign spanning pay-per-click (PPC) advertising, email marketing, social media, SEO updates, and a dedicated landing page. Keyword-driven messaging focused on Texas boiler inspections and compliance, directing high-intent prospects to request quotes and inspections.
The campaign delivered 85% qualified leads, helped attract high-profile clients, and strengthened ISS’ search visibility by helping its Texas boiler inspection landing page outperform and outrank the Texas Department of Licensing and Regulation (TDLR) website for key search terms.
Before launching the campaign, ISS had strong expertise in boiler repair and inspection, but it did not yet have a dedicated digital path built around Texas boiler compliance. The company was not fully positioned for high-intent searches tied to updated regulations, its messaging was not unified around compliance, and urgent inquiries were still flowing through general contact channels.
Highway 9 set out to close those gaps with a focused campaign designed to build awareness quickly and generate qualified leads on a lean budget. Running from April through December, the effort aimed to strengthen ISS’ search visibility, improve lead quality, and compete directly for key Texas boiler inspection searches.
Key Strategies Behind the Multichannel Campaign
To support ISS’ goals, Highway 9 launched a multichannel campaign that combined PPC, SEO, email marketing, social media, and a dedicated landing page. This integrated marketing strategy was designed to strengthen visibility, reach facility managers, maintenance supervisors, compliance officers, and risk managers across Texas, and generate qualified leads.
Highway 9 used PPC and SEO together to target Texas boiler inspection and compliance-related searches, helping ISS improve visibility in SERPs, appear in AI Overviews, and outrank the TDLR website for key boiler inspection searches.
A dedicated landing page gave prospects a focused path to request quotes and inspections without having to navigate general website content. Clear messaging and a streamlined user experience helped drive a 10% conversion rate from ad traffic to the landing page.
Email marketing and social media helped extend the campaign beyond search and keep Texas boiler compliance in front of key audiences. An email campaign sent to 633 targeted contacts achieved a 11.25% click-through rate, while social promotion generated over 2,300 impressions, helping build awareness and drive additional engagement.
The campaign delivered measurable results across awareness, conversion, and lead quality. It notably contributed to $350,000 in attributable work from an existing customer who was alerted to the regulations through the campaign.
In 2025, Highway 9 Consulting received an HBMA Lantern Award for the Texas Boiler Inspection Campaign developed for ISS. This recognition highlights the strength of an integrated marketing strategy built to help ISS respond to changing Texas boiler compliance requirements through SEO, PPC, social media, email marketing, and a dedicated landing page.
By combining targeted messaging, keyword-driven optimization, and conversion-focused campaign assets, Highway 9 helped ISS generate qualified leads, attract high-profile clients, and expand its visibility across Texas. The campaign delivered 85% qualified leads and helped ISS outrank an official state website for key Texas boiler inspection searches, further strengthening its position as a trusted compliance partner.
