For over 70 years, Meyer & Depew Heating and Cooling has been one of New Jersey’s most trusted HVAC providers. While their reputation in the community was rock-solid, their marketing relied almost entirely on traditional, difficult-to-track channels like print, direct mail, and cable television.

To protect and grow their market share in an increasingly digital-first world, they needed to build, scale, and optimize their online presence. Trillion took a comprehensive approach to transition their marketing into a highly trackable, high-performance local digital lead-generation engine designed to capture customers at the exact moment they need heating and cooling services.

Trillion implemented an omnichannel digital marketing strategy focused on maximizing conversion rates, growing localized brand awareness, and optimizing media spend efficiency. We launched a high-intent mix of Google Search, Google Brand, and Nextdoor campaigns, alongside a dynamic Meta Ads framework with static, carousel, and video placements.

To help Meyer & Depew stand out on busy social feeds, we created custom-illustrated caricatures of the owner and his son (second and third generation), increasing trust and engagement with warm humor and approachable expertise.

We continuously analyzed campaign data and refined our strategy in real time. We pivoted the account architecture from broad, individual promotions to highly specific, audience-first campaigns. This crucial adjustment eliminated algorithm disruptions and instantly stopped budget waste, ensuring that Meyer & Depew’s ad dollars were focused entirely on local homeowners who were ready to buy.

We used a mix of creative and technical marketing tactics to increase leads:

• Sound and Motion Branding: Trillion wrote and produced a custom audio jingle, setting the brand apart from their competitors. We then brought the custom Tom and Bobby illustrations to life through animated video ads, giving the brand a distinct, friendly voice.
• Conversion-First Website UX and SEO: We updated the website’s user experience to make it effortless for homeowners to request services. Simultaneously, we optimized the site’s search engine footprint to ensure Meyer & Depew naturally dominated local New Jersey search queries.
• AI-Powered Local Content: We implemented an agile, AI-driven local content program, consistently publishing high-quality, search-optimized content that answered real homeowner questions and captured organic traffic.
• High-Intent Lead Generation and Nurturing: We paired targeted Google Search and Meta Ads with strategic email marketing campaigns, keeping the brand top of mind for existing customers while continuously feeding new prospects into the sales pipeline.
• Bulletproof Lead Tracking: We integrated advanced call tracking software to analyze every inbound inquiry. This gave the client total transparency, proving exactly which ad dollars were driving qualified leads and ensuring zero budget waste.

• 2,490,628 highly targeted impressions in key New Jersey service areas, capturing local search demand where it matters most (Google: 134,885 impressions; Meta: 1,436,914 impressions; Nextdoor: 918,829 impressions).
• A 350% year-over-year increase in Click-Through Rate (CTR) on Google Ads, driven by a sharp focus on high-intent keywords and localized audiences, resulting in over $300,000 in new incremental revenue.
• A unified, multi-platform presence supported by strategic local media placements on TAPinto, Westfield Leader, Valpak, iHeartRadio and local broadcast radio, which worked in harmony with our digital ads to keep Meyer & Depew top-of-mind for New Jersey homeowners.