If you’ve lived in Macon, GA, or the Middle Georgia area for any amount of time, you’re sure to know the name Walthall. For more than seven decades, Walthall Oil Company has built itself as a trusted distributor of fuel and oil in the Middle Georgia area, as well as the Southeastern region of the United States.
With four convenience stores in Middle Georgia, eight commercial cardlock stations throughout Georgia, and ten warehouse facilities in three states, Walthall Oil is dedicated to expanding its business as it serves regular drivers, commercial drivers, industrial businesses, and anyone else in need of the highest-quality fuel and oil supplies and services.
What Walthall Oil Company Needed From M&R
2015 – Brand-Reinforcing and Lead-Generating Marketing
Walthall first approached M&R in 2015 for a few marketing solutions:
- New Website: The company wanted a website that reflected its position in its industry and the growth it continued to experience.
- Print Materials: It also wanted some print materials that customers could rely on to learn more about the company’s offerings and capabilities.
- Lead-Generating Solutions: Walthall was interested in using its marketing to generate leads, so we launched a successful Google Ads campaign to attract prospective clients and customers searching for their products and services.
2021 – Milestone Marketing
With a partnership already established and Walthall’s marketing in good shape in 2021, their team shared with us that 2022 would be its 70th year in business. They wanted this significant milestone to be well-known and heavily celebrated. They saw it as an opportunity to take pride in their company, show appreciation for their customers, increase brand awareness and exposure even further, and—most critically—emphasize what all Walthall can do, especially for its commercial and industrial customers.
What it needed at this time was:
- Milestone Logo: To really showcase its milestone anniversary, Walthall needed a milestone logo that included “70 Years” in the design. The goal was to make it clear to all viewers that this company has been providing exceptional service for 70 years, and it’s not slowing down anytime soon.
- Anniversary Video: Video is one of the most effective ways to tell a story and convey a message. Walthall needed an anniversary video that shared the company’s long history, current capabilities, and vision for the future.
- Social Media Ads: It’s one thing to create a logo and video. It’s another thing entirely to get the logo and video in front of the people who need to see it. Walthall needed a Facebook and Instagram ad campaign to target regular drivers and commercial and industrial decision-makers who would benefit from engaging with Walthall’s ads and content.
- Multisite: Not completely related to the anniversary was the additional need to transform its website into a multisite. Since 2015, the company has acquired three other businesses, significantly expanding its services and service areas. In addition to fuel and oil distribution, Walthall now has Walthall Asset Reliability Solutions—an industrial reliability consulting service division—and Fuel Pro by Walthall—a commercial fueling division. All three companies needed their own websites housed under the Walthall umbrella.
2023-Now – Current Marketing
Once 2022 came and went and the hype of the 70th anniversary faded, we maintained social ads and Google ads, but we also focused our attention on other marketing areas, such as:
- SEO Services: Walthall has received blog article development and management, as well as site updates, to optimize its performance in local searches in Savannah, GA, Charleston, SC, Miami, FL, Cocoa, FL, and other Southeastern areas where Walthall serves.
- Email Marketing: Walthall saw the benefit of serving specific messaging to its audience through email marketing. Customers and prospective customers who sign up for Walthall’s newsletter can take advantage of informative, promotional emails sent straight to their inbox.
The Campaigns by the Numbers
2022 70th Anniversary Campaign Results
Walthall’s 2022 70th Anniversary marketing campaign saw impressive results, including:
Anniversary Video
- Reach on Facebook: 2,500
- Clicks on Facebook: 200
- Views on YouTube (from launch to date): 134,000
Facebook Ads
- Reach: 73,000+
- Clickthrough Rate: 2.38%
- Cost-per-click: $0.22
LinkedIn Ads
- Impressions: 76,000+
- Clickthrough Rate: 1.48%
- Cost Per Click: $1.58
Current Campaign Results
The following are the results of Walthall Oil Company’s current digital campaign. The data shows performance from January 1 to September 30, 2025.
Google Ads
- Leads: 520
- Conversion Rate: 9.12% (the average conversion rate for this industry is 3.37%)
- Calls: 436
Facebook Ads
- Impressions: 294,000
- Cost Per Click: $0.50 cost per click (the average cost per click for this industry is $0.70)
- Reach: 92,851
LinkedIn Ads
- Impressions: 556,000
- Cost Per Click: $1.16
- Open Rate: 27.3%
- Clickthrough Rate: 5.7% (the average clickthrough rate for this industry is 2.62%)
Walthall and M&R Marketing: A Partnership Fueled for Success
Since our partnership first began in 2015, M&R Marketing has worked strategically to help strengthen Walthall Oil Company’s position in its industry. Whether we’re working to push the company’s brands to target audiences in new and expanding service areas or creating eye-catching branding that celebrates the company’s exciting milestones, we embrace every opportunity to lead with strategy as we develop data-driven solutions that power Walthall forward.
Are You Ready to Experience What a Partnership With M&R Marketing Can Do for You? Call 478-621-4491
The in-house marketing pros at M&R Marketing bring more than 200 years of collective expertise to help take your business where you want it to go. Our business development managers, project managers, designers, web developers, copywriters, and digital strategists all work together to help you think through effective business goals, strategize your marketing plan, and execute the solutions to achieve your goals and more.
Get ready to watch your business grow—reach out to any one of our business development managers today!
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