How an Industrial Software Campaign Produced a $37,000 Customer
EZOps had a marketing challenge familiar to many industrial software companies: its platform could solve a wide range of operational problems, but that breadth made the company difficult to explain in a simple, memorable way.
The oilfield platform supports task management, maintenance, inspections, safety, compliance, production, logistics, data collection and other field workflows. Highway 9 Consulting, a marketing agency serving industrial companies on the Texas-Louisiana Gulf Coast and beyond, worked with partner Ratcliff Creative to turn those capabilities into one clear campaign idea.
The result was “Make Work EZ”, a three-word message that became the foundation for a campaign that reached oil and gas professionals across key producing regions and directly generated a new customer through a $37,000 closed deal.
The Challenge
EZOps needed a message broad enough to represent its entire platform without relying on a long list of features.
Different audiences also saw different benefits. Field personnel could replace paper, notebooks and disconnected applications with one mobile system. Managers could improve data quality, reporting and operational visibility. Executives could reduce administrative costs and operational risk.
During an early conversation with EZOps Vice President Tracy Gray, Ratcliff Creative’s Michael Ratcliff wrote down “Make Work EZ.” Highway 9 and the team selected the concept because it was simple, easy to remember and connected the platform’s central benefit directly to the EZOps name.
The idea could also extend beyond one campaign. “Make Work EZ” became a consistent message for the website, trade shows, social media, print advertising, sales materials, promotional items and outdoor advertising.
The Strategy
Highway 9 developed a media strategy designed to put that message in front of oil and gas professionals where they worked and traveled.
Beginning in October 2025, “Make Work EZ” appeared on roadway billboards and airport screens in the Permian and Williston basins. Placements included Interstate 20 in Odessa, Midland International Air and Space Port, Williston Basin International Airport, four roadway billboards around Williston and a billboard near Hobbs, New Mexico.
The formats served complementary purposes. Roadway billboards required a message that could be understood at highway speed, while airport screens gave travelers more time to engage with the brand and scan a QR code to learn more.
Placements with available media data generated an estimated 3.9 million potential impressions. Williston airport screens provided additional exposure to an estimated 50,000 passengers.
The Results
Website and search activity increased during and after the campaign launch. Monthly website sessions rose from 3,093 in October 2025 to 7,088 in December, a 129% increase. Monthly users increased 224%, from 2,071 to 6,712.
Branded search activity also grew. EZOps ranked for three branded keywords in October and nine by December, a 200% increase. The number later reached 18 branded keywords. From October 2025 to March 2026, branded-search clicks increased 8% and branded-search impressions increased 16%.
Companywide sales activity strengthened as well. Comparing January through August 2025 with the same period in 2026, pipeline opportunities increased 175%, from 92 to 253. Pipeline ARR increased 335%, from $1.25 million to $5.43 million, while closed-won ARR increased 61%, from $313,926 to $506,532. These broader figures show business growth following the campaign launch but are not attributed solely to the campaign.
One outcome, however, could be directly connected to the advertising.
A prospect saw the “Make Work EZ” campaign at Midland International Air and Space Port, contacted EZOps and ultimately signed a contract valued at $37,000. EZOps also reported multiple inquiries, demo requests and qualified opportunities, along with prospects who specifically remembered seeing the airport and roadway advertising.
For Highway 9, the campaign demonstrated how simplifying a complex industrial offering can make marketing more effective. One clear message, reinforced across the right channels and markets, gave EZOps a stronger brand platform—and created a documented path from advertising exposure to a new customer.
COMMENTS