Panther Fluids provides drilling fluids, fluids management services, and rental equipment to the oil and gas industry. The company offers frac tanks as standalone rentals and as part of larger fluids management packages, but its website lacked a dedicated page for buyers searching for the equipment.
Highway 9 Consulting identified an opportunity to connect Panther with that search demand. The resulting SEO campaign moved priority frac tank keywords from around position 80 into the top five and generated 16 organic search leads. A supporting Google Ads campaign produced 13 additional leads.
Prospective customers were searching for frac tank rentals, but Panther’s website mentioned the equipment only on a general rentals page. That page did not contain enough information to compete consistently for high-intent searches or help buyers evaluate Panther’s rental options.
These buyers often have an immediate wellsite need. They must select the right tank, confirm availability, understand delivery coverage, and request a quote without delaying field operations. Panther needed a direct path between those searches and its frac tank rental services.
Highway 9 conducted SEO research into search volume, related keywords, geographic searches, competitor pages, and common buyer questions. The research informed an SEO strategy built around a dedicated frac tank rental service page.
The page explained Panther’s tank options, capacities, wellsite applications, and delivery coverage. It also gave prospective customers a direct route to the rental quote process. A separate Google Ads campaign and landing page added sponsored visibility for buyers with immediate rental needs.
From October 2025 through July 2026, Panther grew from ranking for 10 frac tank keywords to 75. Priority terms reached top-five search positions, and the dedicated page generated 69,300 organic search impressions, 214 clicks, and 16 organic leads. Paid search generated 13 additional leads, while one lead came through direct traffic.
Highway 9’s SEO research found demand for terms including “frac tanks,” “frac tank rentals,” “frac tank rental near me,” “frac tank rental companies,” and “open top frac tank.” The research also examined geographic searches, competing pages, and the questions buyers asked about tank design, capacity, use, delivery, and availability.
Those findings shaped the page structure and SEO content. The dedicated service page explained round-bottom, V-bottom and flat-bottom tank configurations, including differences in drainage, cleaning, mixing and storage. It also addressed tank capacities, common applications, delivery coverage, and the quote process.
The technical content helped buyers evaluate the available equipment. Clear headings and links to related services also helped search engines understand the page and connect it with relevant frac tank rental searches.
Highway 9 supported the organic SEO campaign with a paid search strategy. The Google Ads campaign provided immediate sponsored visibility through a separate landing page. The service page focused on building longer-term organic search visibility.
The combined search strategy allowed Panther to appear in both the sponsored and organic sections of the search results. Organic search generated 16 leads, paid search generated 13, and direct traffic produced one, for a total of 30 identified frac tank rental leads.
Panther also appeared in Google AI Overviews for searches including “frac tank rentals” and “frac tank rentals near me.” Additional AI search tests identified Panther among frac tank rental providers serving oil and gas operations.
Highway 9 identified the untapped search opportunity, conducted the SEO research, and developed a dedicated frac tank rental page around buyer needs. The supporting Google Ads campaign provided paid visibility while the service page built organic keyword rankings and search traffic.
The SEO campaign connected an existing Panther service with buyers actively searching for frac tank rentals. Priority keywords reached the top five, organic search generated 16 rental leads, and the coordinated search strategy produced 30 leads across organic, paid, and direct traffic.