Perpetual Traffic

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 03 Nov 2026 - 36min

700 - Why the Most Important Step in Your Creative Strategy Has Nothing to Do With Creative

Still guessing which ads are working? Let Tier 11 build the creative strategy and measurement system behind your Meta ads: https://www.tiereleven.com/apply-now

Anyone can generate an AI ad in 30 seconds. So why does so much of it flop? Because AI can't tell you the dominant emotion your customer is carrying the first time they meet your brand. That emotion is the checkpoint every creative piece has to pass through.

I sat down with Miranda Ivey, creative strategist at Tier 11, to walk through the messaging extraction process we run with every client. We cover why we have clients read "radio ads" out loud, how to bridge the gap between brand guidelines and the way customers actually talk, and how to stay creatively diverse enough for Andromeda.

Miranda also shares the report we use to find winning ads. You'll leave with a repeatable way to turn emotion into ad concepts, plus a measurement system that goes beyond last-click conversions.

In this episode, you’ll learn:

- The messaging extraction call that uncovers the emotional drivers

- Why AI-generated ads fail without a clear customer emotion behind them

- How "radio ads" help clients visualize pain points before production starts

- What to do when brand guidelines clash with customers' resonance

- How to build creative diversity for Meta's Andromeda algorithm

- How to measure ad performance using the top 25% of spend by format

- Tracking the right creative metrics

- Measuring creative success rates beyond conversions

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Miranda Ivey:

LinkedIn: https://www.linkedin.com/in/mirandaivey

Connect with Ralph Burns:

https://perpetualtraffic.com/podcast/episode-808-why-your-winning-ad-is-probably-the-one-youre-about-to-kill/

Tue, 27 Oct 2026 - 37min

699 - Before You Add Another Marketing Channel, Ask This One Question

Is the ad you're about to pause the one feeding every sale in your account? And is that shiny new channel really the fix for a rough month, or just an expensive distraction? Most marketers get both calls wrong, especially when the product costs thousands.

Growth strategist Ricardo Pouwels joins me again to discuss this further. We open Meta Ads Manager to show how he reads frequency, hook rate, hold rate, and cost per engagement on a campaign that spent $145,000 in 30 days. The coldest video has a lower ROAS than the other ads, but pausing it would cut off the traffic that feeds the converting ads.

I also talk about a flashlight campaign that "won" every engagement metric and sold nothing. Ricardo explains how an ad-level spend minimum stops Meta from dumping 90% of budget into one video. Plus, we cover the bad and good reasons for expansion, and why testing new avatars and messaging comes before adding any new channel.

In this episode:

- Hook rate, hold rate, and outbound CTR benchmarks by ad type

- Where last-click attribution breaks down on high-ticket offers

- What cost per engagement tells you about creative, and where it misleads

- Why creative diversification beats raw ad volume in the Andromeda era

- When to test new channels and how to pick the next right platform

- Testing new avatars and messaging before adding platforms

- Diversifying away from Google or Meta without hurting performance

Mentioned in the Episode:

Partner with Tier 11’s marketing experts: http://tiereleven.com/apply

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Previous Episodes with Ricardo Pouwels:

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ricardo Pouwels:

Website: https://nl.linkedin.com/in/ricardo-pouwels

Connect with Ralph Burns:

https://perpetualtraffic.com/podcast/episode-804-bad-data-and-10-minute-video-ads-were-killing-this-account-heres-the-fix/

Tue, 20 Oct 2026 - 38min

698 - If Your Sales Funnel Has a "Book a Call" Button...This Episode Is for You

Everyone tells you to put a booking calendar at the end of your funnel. What if that's exactly where you're losing half your leads? For businesses that rely on a sales team to close high-ticket offers, generating the lead is not the end of the process. The handoff is where businesses lose or win the opportunity.

Thomas Mcnaught is back to break down a client case study that flips conventional wisdom. Most of their spend goes to Meta lead forms, the format everyone calls low quality. Yet show rates jumped roughly 20% once setters started calling every lead. Plus, they're turning six-figure ad spend into seven-figure monthly revenue at roughly a 7X MER.

We discuss the impact of speed to lead on conversion rates, why we let Meta run through the weekend, and the capacity problem that comes with scaling this well. If you fix the human part of your funnel, running winning ads gets easier.

In This Episode:

- How Meta lead forms work for high-ticket lead generation

- Choosing between setter phone calls and calendar bookings

- The difference between MQLs and SQLs in a sales-assisted business

- Why the call booking calendar at the end of your funnel can kill show rate

- How speed to lead affects conversion rates

- The best times to schedule Meta and Google ads

- How to manage sales team capacity and double-booked calls

Mentioned in the Episode:

Partner with Tier 11’s marketing experts: http://tiereleven.com/apply

Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Previous Episodes with Thomas Mcnaught:

https://perpetualtraffic.com/podcast/episode-807-why-your-best-performing-ad-might-be-the-one-getting-zero-conversions/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Thomas Mcnaught:

Website: https://www.thomasmcnaught.com/

Connect with Ralph Burns:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 13 Oct 2026 - 34min

697 - The Unified Marketing Strategy Behind MyFitnessPal's 220 Million Users

What's the real cost of running brand and performance marketing as separate teams? It is more than most marketing leaders want to admit. When every dollar is judged on last-click conversions, you're capturing existing demand while the pipeline of future customers dries up.

I sat down with Jon Chang from MyFitnessPal, the category-leading nutrition app now inside ChatGPT Health, to break down how he runs brand and performance marketing as one system. Jon shares how his team runs roughly 700 creatives at once and tests new messaging for just $100–$300 a week.

He also explains how moving off a single-message influencer strategy took CAC from break-even to about 30% below it. You'll walk away with a framework for persona-based creative, a test budget that protects your LTV/CAC math, and a smarter way to measure brand performance with incrementality.

In this episode:

- Why last-click attribution and performance-only marketing run out of demand

- How Meta's Andromeda update rewards creative diversification

- Running multiple creatives to build brand differentiation and lower CAC

- How to measure each funnel stage with brand lift and last-touch

- What GeoX incrementality studies reveal about true channel credit

- MyFitnessPal’s influencer strategy and media mix

- How Klarna builds micro-communities and campus activations

Mentioned in the Episode:

Partner with Tier 11’s marketing experts: http://tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Jon Chang:

LinkedIn - https://www.linkedin.com/in/jonchangny

Connect with Ralph Burns:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 06 Oct 2026 - 47min

696 - Your Marketing Team Shouldn't Write Your Ads — Here's Who Should

Is your creative saying the same thing over and over? We can help you build a messaging strategy that scales your paid media. Talk to us at: https://www.tiereleven.com/apply

Your creative team is producing more ads than ever. So why does every one of them say the same thing? Most brands skip the one step that decides what their creative actually says, and then pay for that mistake with every new dollar they spend.

On today's show, I'm breaking down a real conversation with the VP of marketing at a $40 million disability benefits advocacy brand. They've had two agencies in two years, no messaging strategy, and 80% of their leads are from affiliates, mostly from just one.

I’ll show you the five-step messaging engine we used to fix it, from extracting real customer language to building nine content pillars and reading every script aloud before production. If your ad account looks like 30 ads with one message, this episode shows how to restructure your messaging framework effectively.

In this episode:

- Why most brands skip the messaging step and go straight to ad production

- The danger of relying on affiliates for most of your lead generation

- Why paid traffic beats SEO and AEO for fast, predictable growth

- How Meta Andromeda rewards distinct messages over ad variations

- How to run a messaging extraction call with sales and customer service teams

- How to build content pillars with emotional, functional, and authority layers

- Why reading ad scripts aloud catches weak ideas before they cost you money

- The 30-day timeline for launching a full creative diversification strategy

Mentioned in the Episode:

Breakthrough Advertising by Eugene Schwartz: https://breakthroughadvertisingbook.com/breakthrough-advertising/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 29 Sep 2026 - 38min

695 - Why Your 'Winning' Ad Is Probably the One You're About to Kill

Running ads across multiple channels and not sure which ones are actually driving growth? Our teams can audit your attribution and show you where your budget should really go. Talk to us at: https://www.tiereleven.com/apply

A video is soaking up your ad spend and showing almost no conversions, so the obvious move is to kill it. But what if that video is the reason your cheap last-click image ads look so good in the first place?

Ricardo Pouwels, one of our growth strategists at Tier 11, joins me again to break down how attribution and creative measurement change as a business grows from one channel to ten. He explains how he finds a client's true scaling channel using historical spend data, why he'd rather run a real budget test than trust an incrementality study, and why so many brands are hitting a ceiling on Google Search.

Ricardo also shares the scaling campaign structure he's using right now: ad-level spend minimums that keep top-of-funnel videos funded so your account stays a funnel, not a pile of discount images. If you're spending across multiple channels, this one is for you!

In This Episode:

- Why last-click attribution breaks in multi-channel marketing

- How to measure no-click channels like CTV, YouTube, and radio

- Using historical ad spend data to find your true scaling channel

- How Google branded search and Amazon ads often steal last-click credit

- The limits of incrementality testing and why budget tests tell you more

- How to state a hypothesis and timeline before shifting ad spend

- Why Google Search ads hit a scaling ceiling while Meta ads keep growing

- Measuring top-of-funnel videos with hook rate, hold rate, and first-click CPA

- Why image ads and carousels get credit that video ads earned

- Using ad-level spend minimums to keep your Meta funnel balanced

- How "spend to message" and creative diversification prevent account fatigue

Mentioned in the Episode:

Watch the Previous Episode with Ricardo Pouwels: https://www.youtube.com/watch?v=-P8Fs7DVjDg

Join Ralph Burns and John Moran every Friday for The Ad Lab Live: https://www.youtube.com/@Tier11/streams

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ricardo Pouwels:

LinkedIn: https://nl.linkedin.com/in/ricardo-pouwels

Connect with Ralph Burns:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 22 Sep 2026 - 37min

694 - Why Your Best-Performing Ad Might Be the One Getting Zero Conversions

Your top-of-funnel ads might be driving more of your conversions than you realize. Let us audit your account and show you what's really working.

Talk to us at: https://www.tiereleven.com/apply

You can't just look at your top-converting ad and call it a day anymore. That ad probably isn't doing what you think it's doing. So if you've been asking "which ad is actually working," you're asking the wrong question, and it's costing you.

Thomas Mcnaught joins me again to break down how Meta's Andromeda update has completely rewritten the rules of creative performance. We get into how creative diversification has replaced targeting, how hook rate, hold rate, and watch time reveal the real story behind your results, and why switching off an ad with zero last-click conversions is a bad decision.

We also get into why leaving ads untouched for three to four weeks beats constant tinkering, and how AI-generated creative has produced some of the best-performing ads we've seen. If you manage or outsource Meta ad spend, this episode will change how you read your reports.

In This Episode:

- Why hook rate and hold rate matter more than last-click conversions

- How Meta Andromeda shifted targeting from audiences to creative

- Why letting ads run untouched for weeks outperforms constant optimization

- How to identify assisting ads that quietly drive conversions

- The role of creative diversification in lowering CPMs

- What the "hits" metric reveals about top-performing creative

- Why image ads often get the credit that videos actually earned

- Why optimizing for lead quality beats optimizing for lead volume

- How to build a monthly creative performance report

Mentioned in the Episode:

Watch the Previous Episode with Thomas Mcnaught: https://www.youtube.com/watch?v=AMixZJvJvCY

Join Ralph Burns and John Moran every Friday for The Ad Lab Live: https://www.youtube.com/@Tier11/streams

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Thomas Mcnaught:

Website: https://www.thomasmcnaught.com/

Connect with Ralph Burns:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 15 Sep 2026 - 47min

693 - They Grew to $10M+ on Angles That Worked...Here's What Scales Them to $100M

Has your Meta ads performance stalled? We can help you redesign your messaging and creatives for sustained growth. Talk to us at: https://www.tiereleven.com/apply

Here's something growing brands don't realize until growth stalls: the messaging that built your business will eventually run out of steam, even while your offer keeps converting. So why does that happen, and what do you do about it?

On today's show, I'm breaking down a real client case study: an eight-figure SaaS-powered lead generation and coaching business that's been stuck at a revenue plateau for nearly two years. We dig into why their original messaging saturated the market, how a growth diagnostic uncovered an entire untapped audience they'd been ignoring, and why the fix isn't adding new ad platforms.

I'll walk you through the exact messaging extraction process we use to turn customer interviews, support calls, and event transcripts into content pillars that actually move the algorithm. If you're only running one or two creative angles right now, this episode shows you exactly what you’re leaving on the table, and how to expand your market without blowing up your budget.

In this episode:

- Why proven ad messaging eventually stalls growth

- How Meta's Andromeda algorithm builds individual funnels

- The real reason CPMs rise and cost to acquire a customer flattens

- Why creative diversification matters more than adding new ad platforms

- The messaging extraction process for capturing authentic customer language

- How to build a 10-variation content matrix around a single theme

- Using hook rate, hold rate, and link click-through rate in creative testing

- Why volume alone will not scale your Meta ads account

- How top-of-funnel creative shows up in branded search and MER

- Three questions to audit your creative strategy before your next brief

Mentioned in the Episode:

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Wicked Reports Attribution Software: https://www.wickedreports.com/

Jim Collins’ Book, Good to Great: https://a.co/d/068eKQng

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 01 Sep 2026 - 37min

692 - Hit the Google Ads Ceiling? Here's the Creative Strategy That Breaks It

Struggling to scale your ads? Spending more won’t fix the problem. Let’s figure out why your growth strategies are not working. Talk to us at https://www.tiereleven.com/apply

You've hired agency after agency, and no matter what they try, you can't scale your Google Ads. You don’t have a Google problem. It’s a creative strategy problem. Until you fix demand creation, no amount of campaign optimization is going to get you unstuck.

In this episode, I break down a real client situation: a 14-year-old B2B SaaS company spending upwards of $200K a month on Google Search with no good answer for why growth has stalled. I’ll walk you through why Google is a demand-capture platform, not a demand-creation one, and why 80% of any market lives in what I call the "zone of indifference."

We also look at why the real fix lives in creative strategy on Meta, programmatic, and connected TV, not another Google audit. If your cost of acquiring new customers keeps climbing no matter what you spend, this one's for you.

In this episode:

- Why Google Search has a demand capture ceiling

- The difference between demand capture and demand creation channels

- Why branded search clicks cost 10-20x less than non-branded keywords

- The "zone of indifference" and why it's 80% of your market

- Why the agency rotation trap makes Google Ads more expensive

- Why hook rate and hold rate matter more than landing page optimization

- The B2B creative mistake of writing ads for users instead of buyers

- How messaging extraction uncovers what decision-makers care about

- Three questions to ask your agency if your Google spend has stalled

Mentioned in the Episode:

Case Study on Optimizing Ad Spend: https://perpetualtraffic.com/podcast/episode-801-from-2-5m-to-4m-a-month-ad-spend-barely-changed-heres-why/

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Join Ralph Burns and John Moran every Friday for The Ad Lab Live: https://www.youtube.com/@Tier11/streams

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 25 Aug 2026 - 33min

691 - Bad Data and 10+ Minute Video Ads Were Killing This Account - Here's the Fix

Is your Meta ad account stuck at the same growth level? We can run a growth diagnostic and recommend the right strategy to scale your business.

Talk to us at https://www.tiereleven.com/apply

Posting more content doesn't automatically mean better results. One of our favorite clients learned that the hard way after posting 156% subscriber growth in under six months. Such growth never sustains on autopilot, and figuring out why is what separates a good agency from a great one.

In this episode, Tier 11 growth strategist Thomas Mcnaught joins me to unpack the full growth diagnostic we ran for the client. We cleaned up messy attribution data, discovered 10-minute video ads with a 0.01% completion rate, and made the counterintuitive call to kill state-specific targeting entirely, letting Meta's algorithm do what it does best.

The result? A 20-25% CAC reduction in one week, with more upside coming. We get into creative diversification, campaign consolidation, and why Google and Meta aren't competing but assisting each other. Listen in and then review your ad account for the same red flags.

In This Episode:

- The importance of building a true source of truth across platforms

- Optimizing Meta Ads using better campaign structure and data

- Why long-form video ads may be hurting creative performance

- How creative diversification improves Meta Ads results

- The dangers of overly specific state and location-based targeting

- Optimizing customer acquisition cost instead of vanity metrics

- How Meta, Google Ads, YouTube, and organic traffic work together

- Using media efficiency ratio and attribution tools to measure growth

Mentioned in the Episode:

Part 1 of the Case Study: https://perpetualtraffic.com/podcast/episode-792-156-more-app-subscribers-in-six-months-heres-how-we-did-it/

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Download Your Copy of Tier 11’s Marketing Performance Indicators (MPIs): https://www.tiereleven.com/marketing-performance-indicators

Join Ralph Burns and John Moran every Friday for The Ad Lab Live: https://www.youtube.com/@Tier11/streams

Wicked Reports: https://www.wickedreports.com/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Thomas Mcnaught

Website: https://www.thomasmcnaught.com/

Connect with Ralph Burns:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 18 Aug 2026 - 42min

690 - $5.5M to $12.1M in 13 Months: What Happens When You Fix the Data First

Is your marketing team running campaigns blindly? Grab your copy of our FREE nCAC calculator to guide them with the metrics that matter: https://www.tiereleven.com/ncac

Are you scaling your ad spend without knowing your true customer acquisition cost? If you don’t understand your numbers, every additional dollar you put into traffic could be a gamble, even if your campaigns look profitable inside the platforms.

I sat down with Kobi Topaz, Head of Tech at Tier 11, to break down how we helped an automotive parts brand uncover the data they needed to scale. We explored why platform-reported ROAS can be misleading and how Data Suite creates a reliable source of truth.

See how better analytics, smarter campaign restructuring, and deeper SKU-level insights helped this brand grow from roughly $5.5M in revenue to a $12M trailing twelve-month business. If you’re managing paid media and trying to scale profitably, this episode will help you focus on the metrics that actually drive growth.

In This Episode:

- Why knowing your nCAC is critical before increasing ad spend

- Why platform-reported ROAS can hide the real performance picture

- How Data Suite creates a reliable source of truth across channels

- The role of first-click attribution and multi-touch analysis in growth

- Analyzing SKUs to uncover your most profitable products

- Why Google Ads optimization starts with business economics

- How creative performance analysis can accelerate testing decisions

- Using AI-powered tools to automate repetitive marketing analysis

Mentioned in the Episode:

The 5-Step Formula to Calculate nCAC: https://youtube.com/playlist?list=PLsQ90CAO8wGS1TSz-MI0ghv9OThhp_Jy4&si=N6uztGCaZwrkgMGN

Previous Episodes with Kobi Topaz: https://perpetualtraffic.com/?s=kobi

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Partner With Tier 11 Marketing Experts: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Kobi Topaz:

LinkedIn: https://www.linkedin.com/in/kobi-topaz-85547a130/

Connect with Ralph Burns:

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 11 Aug 2026 - 41min

689 - One Lead Gen System, 1,000 Agents, $1.5M/Month: Here's the Architecture

Do you need an expert analysis of your ad account and creative strategy? Talk to us at https://www.tiereleven.com/apply

Are your ad campaigns competing against your own business? I’m breaking down why one insurance platform was paying $150 per lead while competitors were paying just $30. The problem wasn’t the ads. It was how the ads were structured.

We’ll analyze an AI-powered insurance SaaS platform with hundreds of agents running fragmented campaigns across Meta, Google, and other channels. I’ll walk you through the strategic changes we’re implementing, like building a creative strategy around specific customer avatars.

I’ll also show you why centralized media buying, stronger creative hooks, and smarter lead distribution can transform a scattered advertising system into a scalable growth engine. If you’re managing lead generation, paid media, or a multi-location sales organization, this is your blueprint for building campaigns that actually scale.

In this episode

- Why identical products can have wildly different cost per lead

- How agency black boxes increase cost per lead

- Why fragmented ad spend triggers Meta auction competition

- The minimum ad budget Meta actually needs to learn

- How niche avatar targeting can double or triple performance

- The Rolex franchise model for consolidating ad accounts

- State-level targeting versus city-level Meta Ads

- Using round-robin lead distribution to stop agent cannibalization

- Why programmatic and CTV are the next layer after Meta

Mentioned in the Episode:

High-End Pet Brand Case Study: https://perpetualtraffic.com/podcast/episode-801-from-2-5m-to-4m-a-month-ad-spend-barely-changed-heres-why/

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Partner With Tier 11 Marketing Experts: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 04 Aug 2026 - 28min

688 - From $2.5M to $4M a Month. Ad Spend Barely Changed. Here's Why

Download our Marketing Performance Indicators (MPI) checklist to track the key metrics that accurately measure your marketing efforts: https://www.tiereleven.com/mpi

What happens when the channels you think are driving growth are actually just taking credit for demand you already created? Today we are breaking down how one premium DTC brand escaped inefficient bottom-of-funnel spending and scaled without sacrificing efficiency.

I’m joined by Ricardo Pouwels, Growth Strategist at Tier 11, to revisit the next chapter of a case study we shared earlier. We unpack how the team expanded from managing only Meta and TikTok to increasing Amazon units sold by 63%, and improving overall customer acquisition efficiency.

We’ll talk about why brand search campaigns often hide the real performance story, how reallocating budget into Meta, native ads, and connected TV created more demand, and why patience with attribution windows matters.

In this episode, you’ll learn:

- Why brand search campaigns can hide true marketing performance

- How cutting Amazon ad spend increased sales volume

- The importance of tracking blended CAC and MER

- Why channel-specific ROAS targets limit growth

- How Meta creates demand that Google and Amazon capture later

- Using native advertising to unlock colder audiences

- How connected TV supports multi-channel growth

- How proactive agency strategy builds client trust

- Why mature brands need diversified acquisition channels

Mentioned in the Episode:

Part 1 of the Case Study: https://perpetualtraffic.com/podcast/episode-791-5-missed-forecasts-then-one-budget-shift-then-4-straight-hits/

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Partner With Tier 11 Marketing Experts: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ricardo Pouwels:

LinkedIn: https://nl.linkedin.com/in/ricardo-pouwels

Connect with Ralph Burns:

Mentioned in this episode:

https://perpetualtraffic.com/podcast/episode-796-stop-redesigning-start-diagnosing-the-cro-method-that-actually-works/

Apply for an ad spot on Perpetual Traffic for Q1 or Q2.

Visit www.perpetualtraffic.com today to secure your spot!

Tue, 28 Jul 2026 - 49min

687 - 3 Ways AI Is Quietly Replacing Traditional CRO

Stop losing revenue after the click! Get your free conversion audit at https://www.tiereleven.com/cro/service

Are you optimizing your ads but ignoring what happens after the click? Most brands obsess over traffic acquisition while leaving massive revenue opportunities hidden inside their websites, forms, and customer journeys.

In this third episode of our CRO series with Ned MacPherson, head of CRO at Tier 11, we get into why CRO is really revenue optimization and why copying a competitor's "pretty" site is a dangerous shortcut.

Ned introduces the AI feature we built that scours the web every couple of hours to show high-end shoppers exactly how the price compares to the market, without them having to leave the page.

We also get into something wilder: an AI agent that runs live pricing experiments across thousands of SKUs on its own. We talk about generative engine optimization (GEO) and how to structure your site so LLMs like Claude and ChatGPT actually recommend your website.

In this episode:

- Why conversion rate optimization is really revenue optimization

- How data-driven CRO beats design-based assumptions

- Optimizing landing pages, PDPs, forms, and post-click experiences

- How lead generation forms create massive conversion leaks

- The role of AI agents in the future of CRO strategy

- Why generative engine optimization (GEO) matters for future visibility

- Improving e-commerce performance with AI-powered pricing experiments

Mentioned in the Episode:

Previous Episodes With Ned MacPherson:

https://perpetualtraffic.com/podcast/episode-797-what-a-live-cro-audit-reveals-that-your-design-agency-never-shows-you/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 21 Jul 2026 - 34min

686 - Half Your Ad Budget Is Working Against You (And You Don't Know It)

Is your cost per lead rising with no clear reason? Let’s figure out together what’s not working. Book a call with our team: https://www.tiereleven.com/apply

Why are your leads getting more expensive even when you’re spending more on ads? The problem might not be your budget but your entire growth strategy. When campaigns are fragmented, creatives are stuck at the bottom of the funnel, and attribution is unclear, scaling becomes nearly impossible.

In this episode, I break down a real-world case study from an $18 billion home builder operating across 19 markets. We uncover why their paid media strategy had plateaued, how fragmented budgets and bottom-heavy creative were limiting growth, and the strategic shifts needed to move from 6,500 homes sold annually toward a 10,000-home goal.

I’ll walk through the full-funnel framework we recommended. Listen in to understand how you can apply these strategies to your own business.

What you’ll learn:

- Why fragmented ad budgets can prevent businesses from scaling

- How bottom-of-funnel advertising limits long-term growth

- The difference between demand generation and demand capture

- Why Meta Ads should focus on awareness and consideration

- How creative diversification improves campaign performance

- Why user-generated content can outperform polished brand ads

- How to turn organic social content into paid advertising assets

- The importance of offline conversion tracking for high-ticket sales

- Why optimizing for sales-qualified leads improves profitability

- How open targeting helps Meta find higher-quality audiences

- When to shift the budget away from the expensive Google search campaign

Mentioned in the Episode:

Case Study On Cutting Bottom-Funnel Spending: https://www.tiereleven.com/resources/case-studies/44-revenue-growth-after-cutting-bottom-funnel-spend-91

Watch The Breakdown Of The Bottom-Funnel Case Study: https://perpetualtraffic.com/podcast/episode-791-5-missed-forecasts-then-one-budget-shift-then-4-straight-hits/

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 14 Jul 2026 - 42min

685 - They Were Spending $115K a Month Without Knowing What Worked

Stop guessing what’s working! Grab your Marketing Performance Indicators™ checklist now: https://perpetualtraffic.com/mpi

Are you making six-figure ad spend decisions with incomplete data? If you can't confidently explain which marketing channels are actually driving revenue, you're probably wasting budget without realizing it.

In today’s episode, I'm reviewing a real case study from one of our discovery calls: a nine-year-old, $13 million premium home wellness brand selling $10,000 to $20,000 systems. Their nCAC had climbed to $2,800 in the US, nearly double what they're paying in Canada, and most of their calls happen on the phone.

I'm breaking down exactly what's driving that number up. I'll also walk through what we'll fix first, how we'll shift budget without tanking revenue, and why 30 creatives a month is the new baseline.

If you want this kind of thing done for your business, head over to tiereleven.com/apply

What you’ll learn:

- How rising nCAC signals a scaling problem in Meta Ads and Google Ads

- Why high-ticket products require creative diversification to convert

- How offline conversion tracking improves attribution accuracy

- Why relying on Google demand capture eventually limits business growth

- The importance of matching landing pages with ad creative

- Why low-fi video ads often outperform polished brand commercials

- How to structure top, middle, and bottom-of-funnel creative strategy

- Why importing CRM and phone sales data strengthens ad optimization

- How dedicated landing pages improve high-consideration conversion rates

- The strategy for gradually shifting the budget from Google

Mentioned in the Episode:

Previous Episode with Scott Desgrosseilliers from Wicked Reports: https://perpetualtraffic.com/podcast/episode-791-5-missed-forecasts-then-one-budget-shift-then-4-straight-hits/

Examples of Facebook ads:

https://bit.ly/PTFBAds1

https://bit.ly/PTFBAds2

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Partner With Tier 11’s Marketing Team: https://www.tiereleven.com/apply

Listen to Previous Perpetual Traffic Episodes: https://perpetualtraffic.com/

Wicked Reports Attribution Tool: https://www.wickedreports.com/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

Hire Tier11 - https://www.tiereleven.com/apply

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 07 Jul 2026 - 37min

684 - What a Live CRO Audit Reveals That Your Design Agency Never Shows You

Stop losing revenue after the click! Let’s find the leak before your next ad.

Get your free CRO audit at: https://www.tiereleven.com/cro/service

Are you optimizing your site based on what looks good or what actually converts? Most brands are bleeding revenue because their CRO strategy starts with design opinions instead of hard data. If you're copying competitor layouts or A/B testing button colors without first identifying your true 'metric on fire,' you're solving the wrong problem.

In this episode, Tier 11's CRO lead, Ned MacPherson, is back for part two of our three-part series. Ned walks through a live data presentation covering engagement rates, funnel drop-off analysis, mobile vs. desktop conversion gaps, AOV benchmarks, and demographic distribution modeling.

We also review a real-world case where a brand's mobile add-to-cart rate was nearly half that of desktop, despite a good landing page design. If your CRO audit isn't moving the needle, this episode will show you what you're missing and how to find the one metric that, if fixed, creates a disproportionate impact on your entire funnel.

What you’ll learn:

- Why copying competitor designs is a dangerous CRO mistake

- How to identify the single 'metric on fire' that's killing your conversion rate

- Key engagement rate benchmarks e-commerce brands should measure against

- Why a low mobile add-to-cart rate is often a content problem, not a design problem

- How to use mobile vs. desktop funnel data to uncover hidden conversion gaps

- The cart-to-checkout friction fix that boosts conversion rates on all devices

- The urgency engineering tactic that converts abandoned checkout carts

- Why AOV should always be equal on mobile and desktop

- How demographic distribution modeling helps in audience segmentation

- The step-by-step CRO loop and growth model

Mentioned in the Episode:

Previous Episode with Ned MacPherson: https://perpetualtraffic.com/podcast/episode-796-stop-redesigning-start-diagnosing-the-cro-method-that-actually-works/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ned MacPherson:

Instagram: https://www.instagram.com/nedmacpherson/

Connect with Ralph Burns:

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 26 May 2026 - 43min

683 - Stop Redesigning. Start Diagnosing. The CRO Method That Actually Works

The conversion problem is not in your ad account. It's in the gaps between your ads, landing pages, data, and unit economics.

Sign up for our free CRO audit and close the gaps today: https://www.tiereleven.com/cro

If your CRO agency is leading with design opinions instead of data, you're not optimizing. You're guessing. There's a critical difference between CRO that looks smart and CRO that actually moves revenue, and most businesses have never seen the real thing.

In this episode, I sit down with Ned MacPherson, the Director of CRO at Tier 11. Ned built and scaled his CRO and analytics agency to 30+ people before a successful private equity acquisition in late 2023, working with brands from early-stage DTC all the way up to Fortune 50 companies. He breaks down exactly why the industry's default CRO approach is not just ineffective but can actively hurt your conversion rate.

By the end of this three-part series, you'll know what the "metric on fire" framework looks like and why checkout funnel drop-off data means completely different things depending on where it happens. You’ll also discover how improving your on-site conversion rate creates a compounding halo effect in your Meta and Google ad performance.

In this Episode:

- How to identify the right funnel metrics to drive change and maximize ROI

- Real-world examples of how CRO strategies lead to huge revenue growth

- Why testing different approaches is critical to uncovering what's driving conversions

- Practical tips on conducting a CRO audit and interpreting website data

- Incremental vs. giant leaps with CRO strategies

- How integrating CRO with media buying improves ad performance

- The power of qualitative direct feedback from customers

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ned MacPherson:

Instagram: https://www.instagram.com/nedmacpherson/

Connect with Ralph Burns:

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 19 May 2026 - 32min

682 - Chick-fil-A's Secret to 15% Growth for 37 Years Straight

What makes a brand legendary? You might think it’s all about your product or service. The truth is, it’s not about how good you think your stuff is but what your customers say about you. Legendary brands are defined by their raving fans, and if you’re not creating "raving fan" relationships, you’re missing the mark.

Today, we revisit a conversation with Scott Wozniak, who breaks down the behaviors of raving fans. These behaviors aren’t opinions. They are measurable actions that show whether your customers are coming back more often, paying full price, and telling others about you.

Scott also shares the key lesson that can help you move from a “good” brand to a legendary one. He explains how to foster loyalty, avoid the race to the bottom with discounts, and celebrate your customers in a way that will have them singing your praises.

In This Episode You’ll learn:

- How to create a legendary brand that customers love

- Why trust is the first step to turning customers into raving fans

- How to measure customer loyalty and track repeat business

- Why discounts won't create true brand loyalty

- How to make your customers feel valued

- Why operational excellence is the foundation of a successful brand

- How Chick-fil-A uses customer experience to drive 15% annual growth

- The role of CRM tools in scaling personalized customer interactions

Mentioned in the Episode:

Scott Wozniak’s Book, Make Your Brand Legendary: https://a.co/d/01DXQuSU

Customer Experience Engine Overview: https://www.youtube.com/watch?v=-AnXNPon8nk

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Scott Wozniak

Website: https://scottwozniak.com/

LinkedIn: https://www.linkedin.com/in/scottwozniak

Connect with Ralph Burns:

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 12 May 2026 - 46min

681 - How to Become a Supercommunicator (Ask These Questions)

Do you often feel like your conversations aren't going anywhere? Or that you’re not connecting as deeply as you'd like? It turns out, most of us are missing a key ingredient in our communication. We're not asking the right questions.

In today’s episode, we share part of the conversation we had with Charles Duhigg on becoming a supercommunicator. Charles reveals why traditional conversations fail and what you can do differently to spark real engagement. He explains how asking the right questions can shift a conversation from shallow small talk to deep, emotionally resonant discussions.

Want to know how to break through the surface level and start having real conversations? Tune in for practical examples of how to ask deep questions that invite others to open up and share their honest thoughts and feelings.

You’ll learn:

- How to ask deep questions that drive real connection

- The psychology of persuasion and trust-building

- Why most “practical” conversations fail to persuade people

- How emotional conversations impact decision-making

- How to use empathy to lead tough conversations

- The role of vulnerability in creating strong relationships

- Tips for switching from a practical to an emotional conversation

- The secret to making your customers feel heard and understood

Mentioned in the Episode:

Charles’ Book, Supercommunicators: How to Unlock the Secret Language of Connection: https://amzn.to/3Xj0ioW

Charles’ Book, The Power of Habit: Why We Do What We Do in Life and Business: https://amzn.to/4adpO6o

Listen to the Full Episode: https://www.youtube.com/watch?v=S7yot6sWy34

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Charles Duhigg:

Website: https://charlesduhigg.com/

LinkedIn: https://www.linkedin.com/in/charlesduhigg/

Connect with Ralph Burns:

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 05 May 2026 - 17min

680 - Scaling Ads Is Killing Your Profit (Here’s the Fix That Works)

Are you spending more on traffic than you’re actually making and calling that “growth”? Business owners often chase scale, obsess over ROAS, and completely miss the bigger picture. Most of them don’t have a traffic problem but a strategy problem. And if you don’t fix it, you’re just working for Meta, Google, or whoever owns your traffic source.

Today, we revisit a conversation we had with Kasim Aslam. He breaks down a hard truth about scaling: diminishing returns are still returns, but most businesses quit too early. We explain why entrepreneurs stop at the peak of performance instead of riding the full curve, how margin obsession kills growth, and why doubling down on what’s already working beats chasing every new platform or tactic.

We get into what’s actually happening with AI, automation, and why “scalable” might be the most dangerous word in your business right now. We also unpack what really drives sustainable business growth and why the future belongs to those willing to do what doesn’t scale.

In This Episode:

- Why traffic sometimes costs more than profit

- Doubling down on what works

- Riding the bell curve of ad performance

- Margin vs net profit

- Incalculable business advantages

- The flip-and-exit mentality

- How AI is killing easy business models

Mentioned in the Episode:

Apply to Work With Tier 11’s Marketing Experts: https://www.tiereleven.com/apply

Previous episodes on the law of inverse profitability: https://perpetualtraffic.com/?s=inverse+profitability

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Kasim Aslam:

Website: https://kasimaslam.com/

LinkedIn: https://www.linkedin.com/in/kasimaslam

Connect with Ralph Burns:

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 28 Apr 2026 - 19min

679 - 156% More App Subscribers in Six Months! Here’s How We Did It

Download your free Tier 11’s nCAC calculator at: https://www.tiereleven.com/ncac

How do you acquire new customers without frustrating the ones you already have? It’s a delicate balance that’s harder than it seems, especially when you think you've reached your market saturation.

In this episode, we revisit a case study of a business that thought it had tapped out its market but was still able to scale quickly and profitably. We offered data-driven customer segmentation, personalized ads, and targeted creative hooks.

Our results within about six months included a 52.7% year-over-year increase in total subscribers, nearly 20% growth in web subscribers despite a price increase, and 156% growth in app subscribers.

In This Episode:

- New customer acquisition and targeting challenges

- How data-driven insights helped scale memberships

- Solution: personalizing ad creatives and hooks by state

- Results and key takeaways from the case study

Mentioned in the Episode:

Partner with Tier 11’s Marketing Experts: https://www.tiereleven.com/apply

Tier 11’s Data Suite https://www.tiereleven.com/what-we-do/data-suite

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 21 Apr 2026 - 20min

678 - 5 Missed Forecasts. Then One Budget Shift. Then 4 Straight Hits.

Are you scaling ad spend but getting worse results? If your ROAS looks amazing while your growth stalls, you might be optimizing for the wrong thing, and it’s costing you more than you think.

In this episode, I sit down with Scott Desgrosseilliers from Wicked Reports to break down one of the best case studies we’ve ever run at Tier 11. After five consecutive missed forecasts, we made a bold move and achieved incredible results.

We cut over 90% of Amazon spend and reallocated the budget to top-of-funnel channels. The result? Four straight quarters of growth, lower customer acquisition costs, and a massive increase in MER.

We show you how we used multi-touch attribution, incrementality testing, and creative strategy to drive real business outcomes. If you’ve ever questioned whether your “best” channels are holding you back, this case study will help rethink and optimize your ad budget allocation.

In This Episode:

- Case study: Five missed forecasts and rising CAC

- Meta’s recycling loop explained

- AOV and LTV of premium products

- Why Google’s nCAC is misleading

- Decoding direct traffic on Google

- Incrementality testing of Amazon and Google

- Results of cutting Amazon spend by 91%

- Analyzing the risks of budget reallocation

- Scaling the top funnel mix

- Wicked Reports breakdown

- Organic lift and MER from paid ads

- Action steps for brands

Mentioned in the Episode:

Partner with Tier 11’s Marketing Experts: https://www.tiereleven.com/apply

Tier 11’s Data Suite https://www.tiereleven.com/what-we-do/data-suite

Watch the Episode on YouTube: https://perpetualtraffic.com/youtube

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Scott Desgrosseilliers:

Website - https://www.wickedreports.com/

LinkedIn - https://www.linkedin.com/in/scottd71/

Connect with Ralph Burns:

Mentioned in this episode:

Website: https://perpetualtraffic.com/podcast/episode-745-stop-losing-clients-master-saying-the-quiet-part-out-loud-to-close-deals/

Tue, 14 Apr 2026 - 53min

677 - Stop Saying This on Sales Calls (It Hurts Your Deals)

Apply for our free $10,000 audit of your digital strategy: https://www.tiereleven.com/audit

Why do some prospects respect you while others walk all over you? When you feel like you’re chasing the sale instead of controlling it, you’re already losing. Neediness kills deals, and most marketers don’t even realize how often they signal it.

In this episode, we revisit a conversation I had with Oren Klaff on why traditional sales tactics, including being polite, agreeable, and even “professional,” actually sabotage your results. We get into frame control, status dynamics, and the subtle behaviors that instantly shift power in high-stakes deals.

If you’re running an agency, selling high-ticket services, or managing enterprise clients, this conversation will challenge how you show up on every call. You cannot sell from a low-status position. Listen to the discussion closely, and you’ll start spotting where you’ve been giving away leverage without even knowing it.

In This Episode:

- Oren’s “lose my number” story

- Why neediness kills deals

- Stop saying please and thank you

- Reframing the status and power dynamics

- Anchoring your value system

- Handling discount requests from buyers

- The “final boss” negotiation tactic

Listen to the Full Episode with Oren Klaff:

YouTube: https://www.youtube.com/watch?v=3s82Goe9d2k

Buy Oren Klaff’s Books:

Pitch Anything: https://a.co/d/fRAqAby

Flip The Script: https://a.co/d/hTcp9lP

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Oren Klaff:

Website - https://orenklaff.com/

LinkedIn - https://www.linkedin.com/in/orenklaff/

Newsletter- https://pitchanything.com/

Connect with Ralph Burns:

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 07 Apr 2026 - 21min

676 - Why Pausing Meta Ads Based on CPA Is a BIG Mistake!

Has your business growth stalled? You need to audit all aspects of your marketing strategy to uncover the reasons. We are giving away our $10,000 audit process to a few brands.

Book your spot: https://www.tiereleven.com/audit

Ever been told to cut your losers and let your winners run? It sounds simple enough, but what if this popular advice is actually hurting your ad performance? In today’s episode, we’ll uncover why focusing on CPA (Cost Per Acquisition) might be misleading and what you should do instead to optimize your ad strategy.

Tier 11’s John Moran walks us through an experiment where we tested ad sequencing and creative strategies. The results prove that cutting ads based purely on CPA could cost you more than you think.

We’ll also break down the right approach to assessing ad performance in the Andromeda era and how understanding traffic stages can completely change the way you think about your ad spend.

In This Episode:

- Meta Andromeda’s changes after recording the episode

- The dangers of cutting your “losers” based on CPA

- Case study: Cold traffic trends and clicks to add carts

- Examples of user journeys when running UGC ads

- Why you should not pause ads

Mentioned in the Episode:

Partner With Our Digital Marketing Experts: https://www.tiereleven.com/apply

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Full Episode, Stop Pausing Ads: Why “Bad” Meta Ads Could Be Your Best Ads: https://www.youtube.com/watch?v=-g6N9ZlcW_8

Still Relying on Old Funnels? Here’s What’s Working in Meta Ads Right Now: https://perpetualtraffic.com/podcast/episode-785-still-relying-on-old-funnels-heres-whats-working-in-meta-ads-right-now/

The Funnel Is Dead. Here’s What Full-Funnel Actually Means Now: https://perpetualtraffic.com/podcast/episode-787-the-funnel-is-dead-heres-what-full-funnel-actually-means-now/

Why the Funnel Is Dead (And What Actually Drives Growth Now): https://perpetualtraffic.com/podcast/episode-788-why-the-funnel-is-dead-and-what-actually-drives-growth-now/

The New Meta “Feeder Strategy” That Breaks Andromeda (Full Walkthrough): https://perpetualtraffic.com/podcast/episode-757-the-new-meta-feeder-strategy-that-breaks-andromeda-full-walkthrough/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 03 Apr 2026 - 20min

675 - Why the Funnel Is Dead (And What Actually Drives Growth Now)

Stop spending more on an outdated digital strategy. Let our experts audit it and give you the blueprint you need to scale fast. Book your spot: https://www.tiereleven.com/audit (only 3 spots available).

Are you still optimizing channels in isolation, thinking Meta is broken while Google “works”? That mindset is exactly what’s killing your growth. If you’re chasing last-click ROAS or shifting spend based on siloed performance, you’re missing the bigger picture, and it’s costing you more than you think.

In this episode, we challenge the entire concept of the traditional funnel. We look at why spending more doesn’t always mean scaling, and how improving conversion rates, content, and product pages can outperform increased ad spend. We share real examples, from Amazon ad spend cuts with zero revenue loss to brands hurting themselves by turning off Meta.

We also unpack media efficiency ratio, the halo effect across platforms, and why content is now inseparable from paid media.

In This Episode:

- Spending more on content and listings to boost ROAS

- Insights from Amazon ads case studies

- MAP pricing and arbitrage when selling on Amazon

- Why siloed attribution is misleading

- Media Efficiency Ratio (MER) vs last-click metrics

- Marketing history of soap operas

Mentioned in the Episode:

Partner With Our Digital Marketing Experts: https://www.tiereleven.com/apply

Part 1: The Funnel Is Dead. Here’s What Full-Funnel Actually Means Now: https://perpetualtraffic.com/podcast/episode-787-the-funnel-is-dead-heres-what-full-funnel-actually-means-now/

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 31 Mar 2026 - 28min

674 - The Funnel Is Dead. Here’s What Full-Funnel Actually Means Now

Is your digital strategy outdated? Let our experts audit it and give you the blueprint you need to scale.

Book your spot: https://www.tiereleven.com/audit (only 3 spots available).

Are your ads blending in, allowing cheaper competitors to win? If you’re still leading with product features and price, you’re playing a losing game. The real question is: are you selling what the product does or how it makes people feel?

Today, we break down a major shift we’re seeing with Meta and modern performance marketing, where brand storytelling is no longer optional. We walk you through a real case study with a premium hammock brand that couldn’t sell a $4,000 product until we leaned into the founder story, mission, and emotional positioning.

We also unpack why relying on Google or Amazon alone is a dangerous strategy and how brands without identity get commoditized overnight. If you want higher margins, better customers, and scalable growth, you’ll need to rethink your entire approach. We’ve got some tips to get you started, so tune in!

In This Episode:

- Old vs new advertising model

- $4,000 Hammock case study

- Mini funnel inside ads on Meta

- Risks of relying on Google or Amazon only

- Emotional brand positioning to boost results

Mentioned in the Episode:

Partner With Our Marketing Experts: https://www.tiereleven.com/apply

Previous Episode on Comments as a Sales Floor: https://perpetualtraffic.com/podcast/episode-786-your-comments-section-is-a-sales-floor-is-anyone-working-it/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 27 Mar 2026 - 24min

673 - Your Comments Section Is a Sales Floor. Is Anyone Working It?

Are you burning cash on the wrong strategy? Share a few details about your brand, and we’ll show you exactly where you’re leaking profit.

Book your spot: https://www.tiereleven.com/audit (only 3 spots available).

Is the classic sales funnel dead, or are we just missing the point? Your customers aren't following a simple, linear path anymore. They're multitasking, researching, and engaging in ways we can't afford to ignore.

In today’s episode, we talk about the overlooked power of post-click interactions, specifically the importance of responding to comments. We break down why engagement on ads and social media is critical to building trust and converting leads.

If you want your sales funnel to work, you can’t afford to leave comments hanging without a response. Quick responses are not just customer service but sales. Join the conversation for tips and tools to ensure you're getting the most out of your social media and ad engagement.

In This Episode:

- What full funnel means

- How social interactions drive conversions

- Treating comments as sales and not customer service

- Key tools to enhance comment engagement

- Conclusion and key takeaways

Partner With Tier 11’s Marketing Experts: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 24 Mar 2026 - 17min

672 - Still Relying on Old Funnels? Here’s What's Working in Meta Ads Right Now

Stop guessing. Get the blueprint you need to scale fast.

Book your spot: https://www.tiereleven.com/audit (only 3 spots available).

Is your Meta ad strategy outdated? If you're still running campaigns with a rigid funnel approach, you're probably missing out. In this episode, we break down the evolving landscape of Meta campaigns and share insights on how to cut through the noise.

We explain why targeting not just existing customers but new and engaged audiences is necessary for driving real growth. Lauren walks us through her "Five Horsemen" strategy, view-through vs. click-through conversions, and why creative diversification should be at the core of your Meta campaigns.

We also share the metrics you should track and the strategic adjustments that can lower your cost per acquisition. Join us if you want to grow your brand with more engaged audiences and less wasted ad spend.

In This Episode:

- Analyzing audience segments in Meta

- The "Five Horsemen" funnel strategy

- Meta’s limitation in using lead events for sales campaigns

- Leveraging reach campaigns in Meta ads

- The creative diversification strategy for boosting engagement

- Transforming well-performing organic reels into ads

- Running ads to earn trust versus increasing sales

- Using Meta’s campaign data as directional data

Mentioned in the Episode:

Part 1 of this episode: https://perpetualtraffic.com/podcast/episode-784-your-cac-is-lying-to-you-heres-the-number-that-isnt/

Partner With Our Marketing Experts: https://www.tiereleven.com/apply

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Meta Ads Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 20 Mar 2026 - 37min

671 - Your CAC Is Lying to You — Here's the Number That Isn't

Stop flying blind with data! Let us give you the exact blueprint you need to scale fast.

Book your spot: https://www.tiereleven.com/audit (only 3 spots available).

Is your customer acquisition cost (CAC) accurate? In this episode, we answer the critical question every marketer and business owner faces: Can you trust the data you’re getting from ad platforms? If you can’t fully rely on those numbers, how can you be sure that your strategy is working?

We’ll address these questions and share our thoughts on audience definitions, data accuracy, and how to ensure that your marketing efforts are really driving new customer acquisition. We also reveal how you can start tracking new customers with a high degree of confidence, even if you don’t have access to advanced reporting tools.

If you’re ready to get a clearer view of your numbers and know exactly where your growth is coming from, this episode is for you.

In This Episode:

- How to ensure customer acquisition data is accurate

- Meta’s audience definitions and why they matter

- Is Meta’s data on new and returning customers accurate?

- Uploading customer and lead lists to improve accuracy

- How to find new customer data on Meta and CRM dashboards

Mentioned in the Episode:

Partner With Our Marketing Experts: https://www.tiereleven.com/apply

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 17 Mar 2026 - 27min

670 - How to Tell If Your Agency Is Performing (Not Just Reporting)

Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/audit

Are your ads working, or are the dashboards just telling you what you want to hear? Too many marketers celebrate high ROAS inside Meta or Google while revenue in Shopify tells a very different story. If your agency is “reporting well” but the business isn’t growing, something is broken.

In this episode, we break down why in-app metrics are often misleading, how platforms double-count conversions, and why your CRM or store data must always be the source of truth. We also share the questions every VP of Marketing should ask their agency to force better thinking, stronger accountability, and a real growth strategy.

You’ll learn how to challenge reporting, uncover hidden attribution issues, and turn agency meetings into strategic conversations instead of dashboard reviews. If you manage paid media or manage the people managing it, this one will help you evaluate performance.

In This Episode:

- Vanity metrics vs real revenue

- Why attribution models conflict

- View-through vs click attribution

- Addressing tracking setup mistakes

- Three questions to ask your agency

- Which answers should raise red flags?

- Questions for monthly and quarterly reviews

- Challenging agencies to think of your money as theirs

- Agencies should perform, not report well

Mentioned in the Episode:

Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/audit

Is Your Agency Performing Or Just Reporting Well?: https://youtu.be/F6iGYu7Dv4s

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 10 Mar 2026 - 43min

669 - Is Your Agency Performing Or Just Reporting Well?

Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/audit

Are you getting the results you expect from your agency? Or is your marketing just vanity metrics? Too often, businesses spend thousands of dollars without understanding whether their marketing is truly driving revenue. In today’s episode, we get into why performance marketing should focus on what matters most: the impact on your bottom line.

We break down the issues we’re seeing in the agency space, including a shocking example of a business spending $30-40K a month without any measurable results, all because their agency failed to focus on tracking what actually moves the needle. But it’s not just about hiring agencies but also about how to hold your team accountable.

We’ll share some tips to help you recognize if your agency is really performing or just reporting numbers that look good on paper. You’ll gain a better understanding of what to look for in your agency relationships, what metrics to monitor, and how to make smarter marketing decisions.

In This Episode:

- Vanity metrics vs. real performance

- When should you hire an agency vs. in-house contractors?

- The financial cost of hiring a marketing agency

- Determining the type of agency your business needs

- Dealing with inaccurate agency reports

- Key metrics to measure marketing performance

- What should your agency’s dashboard show?

Mentioned in the Episode:

Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/audit

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Tier 11’s Marketing Performance Indicators (MPI) Checklist: https://www.tiereleven.com/marketing-performance-indicators

Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 06 Mar 2026 - 34min

668 - Meta Andromeda 'Ice Cream Strategy' - Stop Killing Your Best Flavors!

Partner with our Meta ads experts: https://www.tiereleven.com/apply

Are your ads “good enough” but still not getting anyone to fall in love? If your creative looks like vanilla ice cream, you’re probably forcing Meta to guess, and that’s basically running your business off a magic "8 ball."

In this episode, we use ice cream flavors to explain what Meta’s real creative diversification demands. We break down why “pink shirt vs blue shirt” isn’t diversification, how the 25% (or more) difference rule actually plays out, and why you need multiple angles that feel like totally different flavors, not vanilla bean vs French vanilla.

By the end of the episode, you’ll know about building a simple “Rule of Six” creative system, why contribution matters more than last-click attribution, and how to stop turning off ads that are doing the heavy lifting in the background. Give this one a listen, then go build your Baskin-Robbins ad account.

In this episode:

- Are you running “vanilla” ads?

- Creating memorable ads that convert

- Meta’s creative diversification playbook

- Hook rate vs conversions

- Contribution vs attribution

- The rule of six for Meta ads

- Why you need a real source of truth

Mentioned in the Episode:

Partner with our Meta ads experts: https://www.tiereleven.com/apply

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Previous Episode on Pausing Ads: https://perpetualtraffic.com/podcast/episode-743-stop-pausing-winning-ads-andromeda-ad-strategy-that-changes-everything/

Ice Cream Place in New Zealand: https://www.patagoniachocolates.co.nz/pages/ice-cream-flavours

Previous Episode with John Moran: https://perpetualtraffic.com/?s=john+moran

Google Search Console: https://search.google.com/search-console

Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.youtube.com/watch?v=nWrUeotDYzs

Tue, 03 Mar 2026 - 32min

667 - How We Made a Personal Injury Law Firm $55.2M with Oli Liboy

Relying solely on Google ads to drive leads is risky. Our team can help you balance Meta and Google ads to lower costs and boost conversions.

Partner with our marketing experts today: https://www.tiereleven.com/apply

Tier 11’s Oli Liboy joins me to explore the multi-channel strategy that earned a personal injury law firm $55.2M in revenue. We discuss how Google’s shift from a traffic machine to an intent machine has changed the game for high-stakes industries. Oli shares how Meta ads, combined with Google’s intent-driven platform, work together to generate both awareness and high-quality leads even in the most competitive markets.

If you’re a lawyer or marketer in this space, or just interested in the future of digital marketing, this episode is packed with valuable insights. We’ll break down strategies for scaling your paid ads without blowing your budget, optimizing your Google campaigns for intent, and creating brand awareness through Meta.

In This Episode:

- Oli's background and experience

- The danger of relying only on Google Ads

- Google Ads transformation into an "intent machine"

- Balancing Meta and Google ads strategies

- Why generating awareness on Meta is critical for conversions on Google

- Using Google and Meta ads for personal injury cases

- The importance of tracking and CRM setup

- Optimal scenario for combining Meta and Google

- How Google local services ads (LSAs) work

- Qualifying Google ad clicks

- Optimizing the Meta and Google mix for a law firm

- The real results of the personal injury case study

Mentioned in the Episode:

Part 1 of How We Made a Personal Injury Law Firm $55.2M: https://www.youtube.com/watch?v=x_SiPLJYzkI

Part 2 of How We Made a Personal Injury Law Firm $55.2M:

Previous Episodes On The Personal Injury Law Case Study: https://perpetualtraffic.com/?s=personal+injury+law

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Oli Liboy:

LinkedIn: https://www.linkedin.com/in/oli-liboy

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 27 Feb 2026 - 51min

666 - How We Turned $25K into $184M in Personal Injury Settlements

The right digital marketing strategy can turn high-cost clicks into millions in revenue. We want to help your business achieve this and more!

Partner with our marketing experts today: https://www.tiereleven.com/apply

Today, we continue our review of a real-world personal injury law firm case study where we transformed a modest ad spend into over $184 million in settlements. We didn't just buy media; we built a strategic, multi-channel system that generated outstanding results.

I’ll walk you through the specific steps we took, from installing tracking software to optimizing the site post-click. The game-changer was refining the landing pages and ad creatives, improving conversion rates, and building a cohesive Google and Meta strategy. Consequently, we achieved a significant drop in cost per signed case and a massive increase in qualified leads.

If you're serious about scaling your business, whether in legal services or other services, this three-part series will help you refine your approach to paid media in 2026 and beyond.

In This Episode:

- Introduction and part 1 recap

- Optimizing after-the-click experience

- Results after optimizing landing pages

- Continued optimization of Meta and Google ads

- Google Ads performance in 2025

- How Meta and Google work together

- Final results: Scaling to $184 million in settlements

Mentioned in the Episode:

Watch Part 1 of How We Made a Personal Injury Law Firm $55.2M: https://www.youtube.com/watch?v=x_SiPLJYzkI

Download Tier 11’s Marketing Performance Indicators (MPI) Checklist: https://www.tiereleven.com/mpi

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Tier 11’s nCAC Calculator: https://www.tiereleven.com/ncac

Previous Episodes On The Personal Injury Law Case Study: https://perpetualtraffic.com/?s=personal+injury+law

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 24 Feb 2026 - 28min

665 - How We Made a Personal Injury Law Firm $55.2M (Case Study)

You can scale your business fast with the right digital marketing partners and strategy.

Partner with our Meta ads experts: https://www.tiereleven.com/apply

Are you still betting your entire growth plan on Google? If you’re treating search like the “engine,” you might be building demand everywhere else and giving it zero credit.

In this case study, I break down four years of work inside one of the most brutally competitive niches we serve. Personal injury law. We took a Michigan firm from messy tracking and misaligned leads to a machine that consistently optimized for the only metric that matters: signed cases.

Early on, we drove a 70% drop in cost per signed case to about $1,518 and still achieved roughly a 20x ROI. I’ll walk you through the Meta and Google synergy, the tracking stack that made optimization possible, and the “signed case maximizer” framework we use to scale without drowning in junk leads.

In This Episode:

- Early wins: leads, CPL, and CPC improvements

- The 1,500 CAC and 20x ROI math

- Spending $2,900 per signed case for $55m in revenue

- Case diagnosis: no avatar and conversion tracking

- Prescription: installing Tier 11 Data Suite

- Deploying the signed case maximizer framework

- Using Google’s 90-day conversion tracking window

- Installing the digital strategy velocity engine

- Combining Meta and Google ads to maximize results

- Impressions and leads from optimized ads

Mentioned in the Episode:

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Tier 11’s nCAC Calculator: https://www.tiereleven.com/ncac

Previous Episodes On The Personal Injury Law Case: https://perpetualtraffic.com/?s=personal+injury+law

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 20 Feb 2026 - 49min

664 - From $5M to $32M in 2 Years [Premium eCommerce Case Study]

Stop settling for slow revenue growth! You can scale your business fast with the right digital marketing partners and strategy.

Partner with our Meta ads experts: https://www.tiereleven.com/apply

Why do some businesses just seem to explode in revenue while others struggle to scale? It's not luck, it’s strategy. In today’s episode, we’re reviewing a premium e-commerce case study that shows exactly how we helped a $5M brand reach $32M in just two years.

We’ll talk about how we tackled some of their biggest challenges, from limiting customer acquisition costs to refining their targeting and focusing on their hero products. With a premium product and a clear goal, we fine-tuned their marketing approach to deliver a 543% increase in revenue and a 503% increase in new customers.

You can apply the same strategy to your own business, whether you’re in e-commerce, services, or even digital products. Tune in to learn the steps we took and how they’re planning for even bigger success in the coming years.

In This Episode:

- Case study: scaling revenue from $5M to $32M

- Key challenges that stunted revenue growth

- The steps we took to scale faster and the results

- Leveraging insights from Tier 11’s Data Suite

- The impact of creative diversification on Meta ads

- Conclusion and the client’s growth plans

Mentioned in the Episode:

Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Marketing Performance Indicators (MPI) Checklist: https://www.tiereleven.com/marketing-performance-indicators

Tier 11’s nCAC Calculator: https://www.tiereleven.com/ncac

Previous Episode On Why Meta Is The Best Ad Platform: https://www.youtube.com/watch?v=hRnglXjlwMo

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 17 Feb 2026 - 34min

663 - 2 Big Reasons Why Meta Isn’t Optimizing for Sales Anymore

If you’re still measuring success by direct conversions alone, you could be missing the bigger picture in your campaigns. Meta is shifting its focus, and if you're not adapting, your business will be left behind.

In today’s episode, we share insights from testing with over $50 million in ad spend. You’ll hear about the importance of metrics like hook rate and hold rate, and how creative optimization is key to staying ahead. We also explain why viewing your campaigns holistically, not just through conversions, is the future of effective ad buying.

Plus, you’ll gain a clear understanding of how to navigate these changes, tweak your media buying strategy, and optimize your campaigns for better customer acquisition. Join the conversation now and learn how we’re adjusting our strategy to scale ad performance and acquire customers profitably.

In This Episode:

- Meta’s shift from sales to leading indicators

- Why video ads are now key to ad performance

- Live presentation: analysing hook and hold rates

- How hook rate and hold rate work together

- Real-world examples of hook and hold rates testing

- Why media buyers need to be growth strategists now

Mentioned in the Episode:

Previous Episode with Motion’s CEO: https://perpetualtraffic.com/podcast/episode-769-the-biggest-creative-trends-in-2026-revealed-with-reza-khadjavi/

Previous Episodes with John Moran: https://perpetualtraffic.com/?s=john+moran

Watch the Episode on YouTube: https://perpetualtraffic.com/youtube

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 13 Feb 2026 - 39min

662 - Are You STILL Using Outdated Meta Andromeda Ad Strategies?

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

If your campaigns aren’t scaling as you'd like and CPMs keep rising, it’s time to refresh your social media marketing strategy. In today’s episode, we explain in detail why creative diversification is the key to succeeding with Meta ads in 2026 and beyond.

We discuss how to break free from old, hacky methods like the Michigan Method and explain how the Meta algorithm is designed to do the heavy lifting, if you let it. We talk about the importance of running multiple, varied ads to speak to different segments of your audience and provide real examples of how this works in practice.

If you want to know how to evolve your approach, increase engagement, and set up campaigns that actually scale, you won’t want to miss this one. You’ll understand why "one-size-fits-all" advertising no longer cuts it and what to do instead.

In This Episode:

- How Facebook ads have evolved over time

- Creative diversification explained

- How to create different ICPs for Meta ads

- Designing the right creative angle for each audience

- Looking for ad hacks vs developing a strong brand

- Final thoughts on outdated advertising strategies

Mentioned in the Episode:

Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Meta's Ad Creative Guidelines: https://web.facebook.com/business/m/small-business/creative-differentiation?_rdc=1&_rdr#

Previous episode on the Michigan Method: https://perpetualtraffic.com/podcast/scale-your-facebook-ad-campaign/

Previous episode with Cole Turner: https://perpetualtraffic.com/podcast/episode-747-the-1-mistake-thats-secretly-killing-your-meta-andromeda-ads-with-cole-turner/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 10 Feb 2026 - 40min

661 - How to Create a 'Moat' Around Your Company/Department Like Meta

Are you hesitant to invest in your team, fearing they might leave after you put in all that time and money? What if the real risk is in not investing, and they stay? Low-performing and uninspired. In this episode, Lauren and I chat about how investing in your team can create a powerful internal moat that attracts the right people and drives your business forward.

We discuss a recent initiative at Lauren's company in which a team member took the lead to improve an internal process and created an SOP for it. It's a perfect example of why fostering initiative and empowering employees to take ownership can elevate your entire team’s performance.

If you're struggling to create that type of culture, this conversation will give you ideas for reevaluating your core values to ensure your team’s alignment and ultimately build a work environment where the best talent thrives. We also explore how these ideas translate into digital marketing, leadership, and managing remote teams effectively.

In This Episode:

- Core values, employee initiative, & continuous learning

- The risk of not investing in your team and gatekeeping

- Meta's strategic investments in employee acquisition and AI

- Creating an internal moat for your business

- The people analyzer process, based on core values

- Adapting to external challenges in digital marketing

- Why radical candor and emotional intelligence are critical

- Final thoughts on creating a moat and call to action

Mentioned in the Episode:

Gino Wickman’s book, Traction: https://a.co/d/01q1TP4O

Patrick Lencioni’s book, The Ideal Team Player: https://www.amazon.com/dp/1119209595/

Creating custom emojis on Slack: https://slack.com/help/articles/206870177-Add-custom-emoji-and-aliases-to-your-workspace

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 06 Feb 2026 - 55min

660 - Stop Wasting Ad Spend: This Tool Guarantees Accurate Customer Data

Stop losing customer insights to privacy blockers! Make confident, data-driven marketing decisions with Tier 11’s Data Suite.

Learn more and schedule a call at: https://www.tiereleven.com/what-we-do/data-suite

Are you flying blind with your ad data? With ad blockers, privacy laws, and tracking issues, Meta can't always give you the full picture. So how do you trust your numbers and make better decisions for your business?

In today’s episode, we tackle a crucial topic for anyone managing Meta ads: how to optimize data for accurate results. Joined by Cameron Campbell, we explain the difference between Meta’s Conversion API (CAPI) and the Tier 11 Data Suite, and why relying on just in-platform metrics can lead you to make costly mistakes.

We also talk about the role of first-party data and why it's the foundation for building a solid marketing strategy. We wrap up with proven strategies on improving your ad campaign's performance, understanding customer acquisition costs, and knowing when to pull the plug on underperforming campaigns.

In This Episode:

- What are Marketing Performance Indicators (MPIs)?

- The problem with Meta's in-platform data

- Comparing Meta’s CAPI with Tier 11 Data Suite

- Differences between first-party and third-party data

- How to measure customer acquisition costs accurately

- Measuring nCAC with Tier 11 Data Suite vs. CAPI

- Comparing data in Meta vs Tier 11 Data Suite’s interfaces

- Understanding time lag and how it impacts your decisions

Mentioned in the Episode:

Get Your Marketing Performance Indicators (MPIs) Checklist Now: https://www.tiereleven.com/mpi

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Cameron Campbell:

LinkedIn: https://www.linkedin.com/in/cameron-campbell-b5070759/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 03 Feb 2026 - 47min

659 - Stop Pausing Winning Ads With Meta Andromeda, Kill Conversions Instead - Part 2

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

Are you still pausing “winning” ads because Meta tells you the CPA is broken? In this episode, we break down the next layer of our three-part series on why turning off Meta’s conversion obsession is the smartest move you can make right now.

John Moran walks us through a real case study where individual category campaigns, feeder strategy, and engagement metrics drove an 80% lift in new customers. We unpack why hook rate, CTR, and directional signals matter more than platform-reported conversions, and how Shopify and blended nCAC become the real source of truth.

We also connect the dots between Meta and Google in a way most marketers completely miss. You’ll hear how improved Meta creative reduced Google spend by 20% while increasing total new customers by 37%. And if you want proof that Meta is a top-of-funnel growth engine and not an attribution tool, this episode lays it out step by step.

In This Episode:

- Why you should not pause winning ads

- Hook rate & outbound CTR benchmarks

- Example of benchmarking with nCAC

- Amazon, Google, and Meta sales overlap

- Case study: Meta’s impact on Google results

Mentioned in the Episode:

Previous Episodes On Why You Should Not Pause Ads: https://www.youtube.com/@perpetual_traffic

Tier 11’s nCAC: https://www.tiereleven.com/ncac

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 30 Jan 2026 - 25min

658 - Stop Pausing Winning Ads With Meta Andromeda, Kill Conversions Instead - Part 1

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

CPAs look awful, so you pause the ads, and then revenue drops across channels. That’s not you. That’s the new reality of Meta Andromeda and the GEM-style ecosystem where “underperformers” can be the very ads feeding your whole business.

John Moran is back to help us break down why cost per result and conversion columns can completely derail your decision-making. We walk through a real example where shifting spend away from a core set of ads didn’t just hurt Meta; it dragged down Amazon, Google, and everything else.

Stick around to learn how we analyze ads by spend, identify themes the market is responding to, and only layer in conversion data after we’ve found the real winners.

In This Episode:

- Why you should stop pausing “underperforming” ads

- Case study: analyzing active ads differently

- How spending shifts affect performance across channels

- Using ad spend instead of conversions to find winning ads

- Real-life example of using spend to analyze ads

- CPA and conversion data challenges

Mentioned in the Episode:

Previous Episode On Why Meta Is The Best Ad Platform: https://www.youtube.com/watch?v=hRnglXjlwMo

Partner With Our Meta Ads Experts: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 27 Jan 2026 - 38min

657 - The Biggest Creative Trends in 2026 REVEALED With Reza Khadjavi

Create ads that convert every time with Motion’s AI tagging. Get 10% off the first three months of Motion using code TRAFFIC10 at checkout: https://motionapp.com

Are you still treating organic and paid content as separate? It’s time to reconsider! Reza Khadjavi, CEO of Motion, joins us today to break down the key creative trends for 2026. We talk about the importance of "psychological kill shots" (or killer hooks) and how to use them to craft content that not only stops the scroll but drives conversions.

Reza explains how understanding your audience’s organic consumption patterns can guide your paid creative approach for maximum impact. We also discuss the massive shift in creative strategy that’s reshaping how we create ads. From the "effort signal" to the visual diversity needed to avoid creative fatigue, we explore practical tips for maximizing engagement.

Plus, Reza shares valuable data from Motion’s recent creative trends event and how creative testing can be more than just tweaking a few visual elements. Join us for a fresh perspective on how to leverage AI tools and creative iteration to push your campaigns to the next level.

In This Episode:

- Motion's record-breaking virtual event on creative trends

- The collision of organic and paid media

- Mastering hooks: psychological kill shots that drive engagement

- How to create hundreds of ads from a single messaging angle

- Why creative strategists need business acumen

- Determining good creatives and visual formats for ads

- Using Motion for creative inspiration and testing

- Upcoming exclusive Motion bootcamp

- How to connect with Reza Khadjavi

Mentioned in the Episode:

Test Motion AI Tagging:https://motionapp.com/releases/introducing-ai-tagging?utm_source=podcast&utm_medium=sponsor&utm_campaign=perpetual-traffic-podcast&utm_content=introducing-ai-tagging

Book a Demo with Motion: https://motionapp.com/book-a-demo?utm_source=podcast&utm_medium=sponsor&utm_campaign=perpetual-traffic-podcast&utm_content=book-a-demo

Watch Previous Episodes on Meta’s Andromeda: https://perpetualtraffic.com/?s=andromeda

Watch the Episode on YouTube:https://perpetualtraffic.com/youtube

Motion’s 2026 Creative Trends Event:https://motionapp.com/2026-ad-creative-trends-live-lightning-round-motion

Gruns Superfoods Meta Ads Library:https://www.facebook.com/ads/library/?active_status=active&ad_type=all&country=ALL&is_targeted_country=false&media_type=all&search_type=page&source=page-transparency-widget&view_all_page_id=107585658730958

Gruns Ads Landing Page: https://gruns.co/pages/first-order

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Reza Khadjavi

LinkedIn: https://www.linkedin.com/in/reza-khadjavi-46802918/

Website: https://www.usemotion.com/

Twitter (X): https://x.com/rezakhadjavi

Motion on LinkedIn: https://www.linkedin.com/company/motion1/?originalSubdomain=ca

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 23 Jan 2026 - 55min

656 - The Singular Fatal Mistake Service Businesses Make with Opt-Ins, MQLs & SQLs

Are you drowning your leads with follow-up after follow-up? It’s a mistake many service-based businesses make, thinking more is better. But in reality, too much follow-up could be killing your sales instead of helping them.

In today’s episode, we dive into a common problem many health and wellness businesses face: low conversion rates after generating quality leads. Lauren shares an in-depth example from one of her clients who was generating tons of leads but only achieving a 5% booking rate. We explore why this happens and how you can fix it.

From the crucial need for accurate data tracking to the importance of defining a "qualified lead," we outline the tweaks to your sales funnel that will boost lead conversions and significantly reduce your marketing spend.

In This Episode:

- Case study of high leads and low conversion rates

- Sample lead qualification and conversion framework

- Estimating the value of opt-ins

- The correct sequence of contacting leads

- Episode wrap-up and call-to-action

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 20 Jan 2026 - 30min

655 - How to Crush It With GLP-1s & TRTs on Meta Using “The Sticky Pixel Strategy”

Stop obsessing over new audiences and creative tests in Meta ads. We’ve got something better! Tier 11’s John Moran is back to share his latest breakthrough: the Sticky Pixel strategy, the secret to maximising your ROAS in every campaign.

Through real-world examples in highly competitive spaces, John reveals how creative diversification and understanding Meta's Andromeda update unlock massive cost reductions. His team has managed to acquire new customers for less than the cost of a click, something that would be nearly impossible if you used traditional Google Ads.

We explore the real power of Meta’s new audience-building system and how it keeps your pixel "sticky" to past users while optimizing ad spend. This isn't just about theory; it’s a strategy backed by data and results. Join us now to discover how you can tweak your current campaigns to reduce cost-per-acquisition and increase your ad performance.

In This Episode:

- What is the Sticky Pixel Strategy?

- Case study: application of the Sticky Pixel Strategy

- Limitations of messaging testing in driving results

- Results from broad targeting in TRT campaigns

- Overcoming objections with targeted messaging

- Using the feeder strategy in Meta ads

- Final takeaways on Meta ads spend and strategy

Mentioned in the Episode:

Partner With Tier 11’s Marketing Experts: https://www.tiereleven.com/apply

Tier 11 nCAC: https://www.tiereleven.com/ncac

Creative Diversification Package: https://www.tiereleven.com/cd

Tier 11 Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Listen to Previous Ad Lab Live Sessions: tiereleven.com/youtube

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with John Moran:

LinkedIn - https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 16 Jan 2026 - 46min

654 - The Little-Known AI Creative Research Tactic to Hack Meta Andromeda

Stop using AI like Google for market research. Here is an easy, done-for-you marketing research prompt to help you draft Meta ads that convert: https://www.tiereleven.com/prompt

Are you still guessing what your market wants and calling it “creative testing”? That’s the fastest way to burn your budget in 2026. If your ads aren’t resonating, it’s probably not the algorithm. It’s your research. Most marketers skip the hardest part and wonder why creative diversification never works.

In this episode, Cole Turner from Tier 11 breaks down a smarter way to do market research using AI. We walk you through a live demo showing how a multi-step prompting process compresses weeks of manual research into minutes. The real unlock isn’t the tool; it’s how you structure prompts to extract real voice-of-customer data, emotional triggers, and problem-aware insights that actually drive clicks, leads, and sales.

We wrap by showing how to turn that research into ads, scripts, and landing pages that don’t sound like AI fluff. You’ll hear exactly how we use this internally before launching Meta campaigns, and why “garbage in, garbage out” is an accurate statement.

In This Episode:

- Why creative research still matters

- ChatGPT market research framework

- Turning research output into ads

- When multiple ChatGPT prompts are necessary

- How to access and use the market research prompt

- Final advice on AI prompting

Mentioned in the Episode:

Previous Episode With Cole Turner: https://perpetualtraffic.com/podcast/episode-747-the-1-mistake-thats-secretly-killing-your-meta-andromeda-ads-with-cole-turner/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Cole Turner:

- LinkedIn - https://www.linkedin.com/in/coleturner98

Connect with Ralph Burns:

- LinkedIn - https://www.linkedin.com/in/ralphburns

- Instagram - https://www.instagram.com/ralphhburns/

- Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

- Instagram - https://www.instagram.com/laurenepetrullo/

- LinkedIn - https://www.linkedin.com/in/laurenpetrullo

- Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 13 Jan 2026 - 36min

653 - How Advantage+ Sales is Changing the Meta Ads Game Forever

The Meta platform continues to evolve, leaving marketers with mixed feelings. While some fear the loss of control, others are already seeing extraordinary results. Today, we revisit a lab live session we had on Meta’s new Advantage+ sales system and share a game-changing creative strategy you’ll want to try.

We’re hosting John Moran, who has spent over $1 million testing Meta's updates in real time. We discuss the shift from traditional targeting to AI-driven strategies in Meta’s Advantage+ campaigns. John reveals how advertisers are now at the mercy of the algorithm, with little control over exclusions or targeting.

However, we’ll also show you how to fight back with custom event cAPI imports, a strategy that’s helping us regain some of the control Meta has taken away. Plus, we break down the shifts in creative testing, campaign structures, and customer targeting to keep you ahead of the curve.

In This Episode:

- Advantage+ campaigns vs. manual setup

- Results from testing Meta’s algorithmic shift

- How is Advantage+ different from PMax?

- Testing Advantage+ for new customer acquisition

- Merging Advantage+ with cAPI imports

- Custom event cAPI imports explained

- Step-by-step process of setting up Advantage+ campaigns

- Inclusions and exclusions with the cAPI strategy

- Regaining control with new creative strategies

Mentioned in the Episode:

Episode 691: The MAJOR Meta Advantage+ Changes You Must Know: https://perpetualtraffic.com/podcast/episode-691-the-major-meta-advantage-changes-you-must-know/

Meta Advantage + Breaking News! | Tier 11 Live! https://www.youtube.com/watch?v=j9-nEIymAkw

Get Your nCAC Calculator Now! https://www.tiereleven.com/ncac

Tier 11 Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Partner with Tier 11’s digital marketing experts: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with John Moran:

https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

https://www.linkedin.com/in/ralphburns

https://www.instagram.com/ralphhburns/

https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

https://www.instagram.com/laurenepetrullo/

https://www.linkedin.com/in/laurenpetrullo

https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 09 Jan 2026 - 56min

652 - Why Your Organic Traffic Isn’t “Organic” (Brand Lift Breakdown + Feeder 2.0)

Are you convinced your SEO is outperforming paid ads and wondering why you’re still spending six figures on Meta and Google? That assumption might be one of the worst mistakes holding your growth back. We see it all the time: brands looking at last-click data, celebrating “free” organic revenue, and completely missing what’s actually driving demand.

In today’s episode, Tier 11’s John Moran breaks down a real client example showing why channel-vs-channel thinking is broken. We unpack how Meta creative diversification fuels branded search, why organic conversions are often downstream of paid traffic, and how Google Search Console exposes real brand lift.

We also dispel the impression share myth, explain why doubling spend rarely doubles results, and show how feeder strategies inside Meta Andromeda let you sell multiple products on command. You’ll understand how to read organic data correctly, test hook rates without risking massive budgets, and use feeder campaigns to unlock scalable growth across product lines.

In This Episode:

- Should you spend more on SEO or paid ads?

- Results from organic brand search

- Breaking the impression share myth

- The feeder strategy explained

- Testing the feeder strategy on multiple products

- How to test hook rates safely

- Hook rates for videos versus statics

Do you need help to scale your Meta ads in 2026?

Partner with Tier 11’s digital marketing experts: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with John Moran:

LinkedIn - https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 06 Jan 2026 - 43min

651 - Top 4 Perpetual Traffic Episodes Most Advertisers Replayed in 2025

As we gear up for the new year, we step back and look at the four Perpetual Traffic episodes you listened to the most in the past year and what they reveal about where digital marketing is actually headed. The selected episodes explain why AI-powered customer conversations are being underused and how Advantage+ quietly removed real targeting control.

We also break down why most attribution data is misleading, even with CAPI, and what Meta’s massive AI investments mean for marketers and small businesses moving forward. Each episode highlights a different failure point we see inside ad accounts every day: wasted spend, false confidence in platform data, and missed opportunities to turn engagement into revenue.

If you want to understand what really worked in 2025 and what will matter most going into 2026, this episode ties it all together.

In This Episode:

- Episode #4: Using AI to convert customer conversations

- Episode #3: Advantage+ and loss of targeting control

- Episode #2: CAPI vs attribution with Tier 11’s Data Suite

- Episode #1: DeepSeek and the future of advertising

- Final thoughts and episode wrap-up

Featured Episodes:

DeepSeek Explained: What Marketers Need to Know: https://youtu.be/Ai9fJx41cK0

Why Your Marketing Tracking Sucks (Even If You Think It Doesn’t) and How to Fix It: https://youtu.be/SxUaKkz-5Ok

How Meta Ads Are Changing Forever: Advantage+ & cAPI Subterfuge Revealed: https://youtu.be/V4vAn65Y6nI

How Meta Ads Manager Is Lying to You & What You Can Do About It: https://youtu.be/kZFiQezrv00

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Cameron Campbell:

https://www.linkedin.com/in/cameron-campbell-b5070759/

Connect with John Moran:

https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

https://www.linkedin.com/in/ralphburns

https://www.instagram.com/ralphhburns/

https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

https://www.instagram.com/laurenepetrullo/

https://www.linkedin.com/in/laurenpetrullo

https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 02 Jan 2026 - 30min

650 - Why Meta Is the Best Ad Platform on the Planet in 2026 Part 4

In this final part of our four-part series on why Meta remains the top platform for scaling in 2026, we continue analysing the evolution of Meta’s advertising engine. From the days of custom audience uploads in 2012 to the impact of the 2016 election and the fallout from the Cambridge Analytica scandal, these milestones have shaped the platform’s current landscape.

We also explore how the iOS 14 update and the rise of TikTok have pushed Meta to adapt and innovate in ways that make 2026 the best time to advertise on the platform. Central to these innovations is the Andromeda algorithm and creative diversification, which are set to revolutionize your advertising strategy.

You’ll discover how you can leverage these advancements to refine your marketing strategy, understand what the Andromeda update means for your campaigns, and why the future of advertising on Meta has never been more promising.

In This Episode:

- Why creative is now at the core of Meta ads

- Cambridge Analytica scandal and the 2016 elections

- Privacy issues and ad bans after Cambridge Analytica

- Navigating iOS 14's App Tracking Transparency (ATT) prompt

- The rise of TikTok and short-form content

- Andromeda update and its impact on marketing

Mentioned in the Episode:

Partner With Tier 11’s Digital Marketing Experts: https://www.tiereleven.com/apply

How Facebook Won Trump The Presidency In 2006: https://www.wired.com/2016/11/facebook-won-trump-election-not-just-fake-news/

Brad Parscale Interview on 60 Minutes: https://www.cbsnews.com/news/parscale-tv-news-thought-i-was-a-joke/

Learn More About Creative Diversification: https://www.tiereleven.com/cd

The Cambridge Analytica Scandal: https://pmc.ncbi.nlm.nih.gov/articles/PMC6073073/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

https://www.linkedin.com/in/ralphburns

https://www.instagram.com/ralphhburns/

https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

https://www.instagram.com/laurenepetrullo/

https://www.linkedin.com/in/laurenpetrullo

https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 30 Dec 2025 - 41min

649 - Why Meta is The Best Ad Platform on The Planet in 2026 Part 3

Do you still consider Meta a targeting platform? If so, that mindset is probably costing you scale, efficiency, and confidence in your numbers. We see too many marketers clinging to old playbooks, such as hyper-specific audiences, exclusions, and lookalikes, without realizing the platform has fundamentally changed.

In this episode, we continue our discussion on the evolution of Meta advertising, from the early days of right-hand rail ads and insane third-party data to what’s happening right now. We break down why targeting used to do the heavy lifting, why that era is over, and how AI-driven delivery flipped the model on its head.

If you’re running ads or managing clients who are, this series on Meta’s history and current strategies will recalibrate how you think about Meta before launching your 2026 marketing plan.

In This Episode:

- Early Facebook monetization and newsfeed ads

- Facebook Beacon and other early failures

- The birth of Facebook’s ad engine

- Facebook’s IPO and Instagram acquisition

- AlexNet and the foundation of AI ads

- When targeting started ruling Meta ads

- Creative replaces targeting

Mentioned in the Episode:

Facebook’s Failed Beacon Project: https://www.cbc.ca/news/science/facebook-shuts-down-beacon-marketing-tool-1.832698

Partner With Tier 11's Digital Marketing Experts: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 26 Dec 2025 - 36min

648 - Why Meta Is the Best Ad Platform on the Planet in 2026 Part 2

We continue our discussion on why Meta is still the most powerful ad platform and what to expect in the coming year. We break down how Facebook figured out monetization, from early Microsoft deals and disastrous missteps like Beacon to right-hand rail ads and the moment ads entered the newsfeed.

We’ll walk you through the desktop era, the transition to mobile, and why Meta’s make-or-break moment before its IPO changed everything about how ads work today. Plus, we connect the dots to what’s happening right now with the Andromeda update and the increasing need for creative diversification.

In This Episode:

- Why Meta’s global reach matters

- Meta’s early advertising mistakes

- Facebook’s Beacon backlash explained

- The right-hand rail ads era

- Mobile ads turning point

- Why Andromeda update changes everything

Mentioned in the Episode:

Previous Episode on Why Meta is The Best Ad Platform: https://podcasts.apple.com/us/podcast/why-meta-is-the-best-ad-platform-on-the-planet-in-2026-part-1/id1022441491?i=1000741985274

Acquired Podcast’s Episode on Meta: https://www.acquired.fm/episodes/meta

Perpetual Traffic YouTube Channel: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

Facebook’s Failed Beacon Project: https://www.cbc.ca/news/science/facebook-shuts-down-beacon-marketing-tool-1.832698

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburnsInstagram - https://www.instagram.com/ralphhburns/Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrulloConsult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 23 Dec 2025 - 22min

647 - Why Meta is The Best Ad Platform on The Planet in 2026 Part 1

Meta’s global reach and heavy AI investments give it an undeniable edge over other digital marketing platforms. In today’s episode, we are exploring how Meta’s ongoing innovations will reshape advertising in 2026 and what this means for your business or agency.

Lauren shares her firsthand experience testifying at a House subcommittee about how Meta’s AI tools are helping small businesses scale. We unpack why Meta's capabilities (like Andromeda) are game-changers for businesses that overcome AI fears and leverage Meta’s creative diversification.

Plus, we look at real-world examples of how AI is amplifying business growth, and how Meta’s ecosystem can supercharge marketing strategies in ways other platforms simply can’t match.

Join the conversation now if you want to stay ahead of the curve in 2026.

In This Episode:

- Lauren's AI testimony at a House subcommittee

- Fear of AI replacing jobs vs. AI as a growth opportunity

- The rising need for human interactions

- Meta’s global influence on internet users

- Why Meta is the best ad platform

- Meta’s investment in AI and its implications for 2026

- Statistics on Meta’s usage and revenue growth

Mentioned in the Episode:

Global Internet Users: https://www.statista.com/statistics/273018/number-of-internet-users-worldwide/

Facebook Usage Statistics: https://www.demandsage.com/facebook-statistics/

Previous Episodes on Meta’s Andromeda: https://perpetualtraffic.com/?s=andromeda

Lauren's instagram post: https://www.instagram.com/p/DSFw2WvEYzi/?hl=en

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburnsInstagram - https://www.instagram.com/ralphhburns/Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrulloConsult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 19 Dec 2025 - 51min

646 - The #1 Critical Element Missing from Your 2026 Marketing Strategy

Set up your business for success with our Creative Diversification Package. You’ll get 30+ fresh creatives monthly in 10 high-converting formats plus free access to media buying and Tier 11’s Data Suite: https://tiereleven.com/cd

Are you ready for 2026? Many businesses are focusing on the wrong things right now, but setting specific, measurable goals today could set you up for massive growth next year. In this episode, we share the importance of goal-setting and how it should be the top priority as you plan for your company’s future.

We explore how most businesses fail to reach their potential because they lack clear, transparent goals, especially at the leadership level. And we examine real-world examples of businesses that didn’t set measurable objectives and discuss how companies can reverse-engineer their success by breaking down their annual goals into smaller, actionable pieces.

We also give you the blueprint to ensure your 2026 is a massive success. Whether you're in charge of a marketing department or running a multi-million-dollar business, we challenge you to define exactly what you want to achieve and the steps to get there.

In This Episode:

- Why setting SMART goals is critical

- Setting transparent, company-wide goals

- Breaking down annual goals into actionable steps

- Determining the resources needed to achieve goals

- How to involve your team in goal setting

- Real-world example from Disney on setting goals

- Are you setting yourself up for success in 2026?

Mentioned in the Episode:

Tier 11’s nCAC Calculator: https://www.tiereleven.com/ncac

JFK’s SMART Goals: https://biggsuccess.com/2009/07/20/how-to-set-goals-like-john-kennedy/

RØDE PSA1+ Professional Studio Arm: https://amzn.to/3Y6kSsK

Rode Dynamic Podmic: https://amzn.to/4rAPWOY

Shure Dynamic Podmic: https://amzn.to/3Ks4fVu

Sony ZV-1F Vlog Camera: https://amzn.to/44O1MeG

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://tiereleven.com/cd

Tue, 16 Dec 2025 - 46min

645 - The New Meta “Feeder Strategy” That Breaks Andromeda (Full Walkthrough)

Meta's new Andromeda retrieval engine demands REAL creative diversity. Get Tier 11’s Creative Diversification Package and access Media Buying + Data Suite for FREE:

Is Meta forcing all your ad spend into one product, regardless of what you actually want to scale? What if the very thing limiting your business isn’t your ads or your offer but the algorithm you’ve been unintentionally training?

In this ad lab session, John Moran breaks down how we rebuilt a campaign architecture using a Meta version of the “feeder strategy” and unlocked the ability to steer Andromeda rather than be steamrolled by it. We share how we took a business stuck with 80% of its conversions tied to a single SKU and created a system that grows multiple products profitably, on demand.

If you’ve ever wrestled with product concentration, SKU imbalance, or runaway algorithm bias, this episode is your roadmap out. We cover the data, the levers, the mistakes, and the surprising benefits we didn’t see coming.

In This Episode:

- Applying Google’s feeder strategy to Andromeda

- Case study: training Meta to sell more products

- CTR and CPC change after restructure

- All clicks versus link clicks

- The story-first creative advantage

- Real results from testing the feeder strategy

- Risk, scaling, and product diversification

- How the strategy impacts company valuation

- Final insights and episode wrap-up

Mentioned in the Episode:

Previous Episode on Google’s Feeder Strategy: https://www.youtube.com/watch?v=xndq5dyX5sU

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 12 Dec 2025 - 44min

644 - The #1 Communication Book Everyone Needs to Read in 2026 with Charles Duhigg

Do you ever feel like your marketing messages aren’t landing? What if the real issue isn’t the message itself, but how you’re communicating it? In today’s episode, we explore the art of communication with Charles Duhigg, the New York Times bestselling author of The Power of Habit and Super Communicators.

Charles shares how understanding different types of conversations can help you connect with your audience, build trust, and make your marketing more effective. We touch on how this concept applies to modern marketing strategies, such as non-salesy Meta ads that subtly invite engagement rather than pushing a direct call to action.

We’ll also share tactics you can start using immediately, whether you're running campaigns or navigating family holiday dynamics. Tune in to take your communication and marketing skills up a notch.

In This Episode:

- The power of super communication

- Practical vs. emotional conversations

- Turning surface-level questions into deep conversations

- Listening and proving you're paying attention

- Small courtesies like “please” and “thank you” have a huge impact

- Communication rules across generations & online sarcasm

- Connecting emotionally through Meta ads

- How to connect with Charles Duhigg

Mentioned in the Episode:

Supercommunicators: How to Unlock the Secret Language of Connection: https://amzn.to/3Xj0ioW The Power of Habit: Why We Do What We Do in Life and Business: https://amzn.to/4adpO6o Previous Episode with Charles: https://perpetualtraffic.com/podcast/episode-609-unlock-the-secrets-of-connection-3-steps-to-supercommunication-with-charles-duhigg/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Charles Duhigg:

Website: https://charlesduhigg.com/ LinkedIn: https://www.linkedin.com/in/charlesduhigg/ Instagram: https://www.instagram.com/charlesduhigg/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 09 Dec 2025 - 34min

643 - 5 Secrets of AdRoll's CTV Breakthrough REVEALED With Vibhor Kapoor

It’s time to draw your 2026 marketing plan, and we want to help you maximize profits with Meta ads. We’re offering you 30 monthly deliverables,10 ad types, media buying, and access to Tier 11’s Data Suite before the year ends.

Claim your Creative Diversification Package now at: https://www.tiereleven.com/cd

Are you trying to squeeze every last bit out of Meta, Google, and TikTok but still missing a piece of the growth puzzle? What if one of the most powerful performance channels is hiding in plain sight on your TV? That’s exactly the concept we dig into today as we explore the opportunities inside connected TV and why it’s becoming a must-have in every marketer’s media mix.

We’re joined by Vibhor Kapoor, Chief Business Officer at NextRoll, to unpack how CTV has evolved from a “big brand awareness play” into a precision-targeted, full-funnel performance channel. We get into CPM shifts, attribution clarity, identity graphs, retargeting flows, and the wild amount of audience-level data available inside modern streaming platforms.

Plus, we talk about how repurposed social creatives, not $200K production shoots, are already driving 2–3X stronger ROAS for brands and B2B companies. As you build your 2026 plan, this conversation will redefine multi-channel advertising and where the smartest budget shifts are happening.

In This Episode:

- What NextRoll does now: the evolution

- How NextRoll handles attribution on social platforms

- Why AI-driven budget optimization is necessary

- What is CTV and why is it exploding?

- CPM shifts in CTV targeting

- Targeting and retargeting CTV ads across devices

- Real-world CTV results

- What marketers must know for 2026

Mentioned in the Episode:

AdRoll / NextRoll CTV case studies

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Vibhor Kapoor:

Website: https://www.adroll.com/ LinkedIn: https://www.linkedin.com/in/vibhor

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 05 Dec 2025 - 45min

642 - STOP: Analyze These 3 Crucial Buyers Post-BFCM to Maximize Q4 Profit

As the BFCM dust settles, it’s time to plan for Q4 and 2026. We’re offering you 30 monthly deliverables, 10 ad types, media buying, and access to Tier 11’s data suite to help you maximize profits with Meta ads.

Claim your Creative Diversification Package at: https://www.tiereleven.com/cd

Record Black Friday sales don’t mean anything if you shredded your margins to get there. In this episode, we reveal the hidden metrics behind a profitable BFCM, from average order value segmentation to subscription velocity and discount impact.

Lauren shares the three buyer groups you must analyze to understand whether you actually grew or silently lost money. You’ll also learn what to do right now to turn BFCM buyers into profitable repeat customers in Q4 and beyond.

In This Episode:

- Black Friday success myths

- How to measure Black Friday success

- Creating a profitable seasonal offer

- Segmenting and retargeting your BFCM buyers

- Selling to Costco vs. Walmart buyers

- Preparing offers for Q4 and 2026

Mentioned in the Episode:

Marketing Performance Indicators Checklist: https://perpetualtraffic.com/mpi/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 02 Dec 2025 - 40min

641 - The New Meta GEM Update + The Secret to Meta’s Andromeda Revealed with Andrew Foxwell - Part 2

With the latest GEM and Andromeda updates, creative diversification is the only way to crack Meta's algorithm. We’re offering you 30 monthly deliverables,10 ad types, media buying, and access to Tier 11’s data suite to help you stay ahead.

Get our exclusive Creative Diversification Package at: https://www.tiereleven.com/cd

The days of throwing up a simple product photo to your Meta ads and hoping for conversions are long gone. If you’re not diversifying your creative strategy, your results will suffer. We continue our discussion with Andrew Foxwell on the latest Meta GEM update and its implications for ads.

Andrew shares why evolving your creative strategy is the only way to thrive in this new era of advertising on Meta. We’ll also guide you on how to rethink your creative process and share tactics that are driving incredible results for our clients.

In This Episode:

- The importance of creative diversification

- What makes a successful creative strategy today

- How to implement creative diversification

- Real-world results from creative diversification

- How to hire creative strategists

- Get in touch with Andrew Foxwell

Mentioned In The Episode:

Previous Episodes on Andromeda: https://perpetualtraffic.com/?s=andromeda

Foxwell Digital courses and GPT at https://www.foxwelldigital.com/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Andrew Foxwell:

Website: Foxwellfounders.com Email: andrew@foxwelldigital.com

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 28 Nov 2025 - 34min

640 - The New Meta GEM Update + The Secret to Meta’s Andromeda Revealed with Andrew Foxwell - Part 1

Creative diversification is now the primary lever that Meta is rewarding. You need at least 30+ fresh concepts per month to unlock the algorithm's full potential. Our Creative Diversification Package will give you that and more.

Check out the offer at: https://www.tiereleven.com/cd

Meta’s latest update will fundamentally change how your ads are ranked, served, and scaled. However, most advertisers don’t even know it’s already live. This week, I’m joined by Andrew Foxwell, one of the sharpest Meta strategists in the game.

Andrew breaks down Meta’s new GEM model, the “central brain” now powering ad delivery across Facebook, Instagram, and WhatsApp. We talk about cross-platform signals, why organic content matters again, and how GEM connects directly to Andromeda’s creative ranking system. We look at workflows and what your team should change immediately to stay ahead of this shift.

In This Episode:

- How GEM impacts Meta ads performance

- The difference between GEM and other Meta updates

- How advertisers can train GEM effectively

- GEM’s impact on the role of organic content

- What makes a “good ad” now

- The necessary mindset shift for advertisers

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Andrew Foxwell:

LinkedIn: https://www.linkedin.com/in/andrew-foxwell-2a533b7

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Wed, 26 Nov 2025 - 30min

639 - SaaS Case Study: The Lazy Way to a 26.31 MER Using Creative Diversification

Creative diversity is a must to crack Meta's new Andromeda algorithm and dominate your market. We’re offering you 30 monthly deliverables, 10 ad types, media buying, and access to Tier 11’s data suite to help you stay ahead.

Get our exclusive Creative Diversification Package at: https://www.tiereleven.com/cd

Are you really getting the most out of your ad spend? What if you could drastically reduce your ad budget while seeing better returns? Well, in today’s episode, I’m walking through a real SaaS case study where we helped a company grow from $1,300 to $393,000 in monthly revenue.

I break down the exact steps we took to transform this business. From the ground up, we overhauled their ad strategy, implemented creative diversification, and scaled back ad spend to improve their media efficiency ratio (MER).

I’ll show you how we used both Meta and Google Ads to create an efficient, low-cost acquisition funnel, driving massive results without constantly increasing spend. If you’re ready to stop just throwing money at ads and start getting real results with less, this is a must-watch.

In This Episode:

- Case study: scaling from $1,300 to $393K/month

- Executing the nCAC reducer framework

- Implementing the creative strategy framework

- Results from Meta, Google, and Data Suite

Mentioned in the Episode:

Previous episodes on Andromeda: https://perpetualtraffic.com/?s=andromeda

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 21 Nov 2025 - 23min

638 - How We Slashed nCAC $44 to $25 in 10 Days with Meta Andromeda

John Moran joins us this week as we unpack how the Andromeda model is reshaping media buying, why creative diversification is no longer optional, and how three rapid rounds of creative iterations dropped CPA from $44 to $25 in just 10 days. We walk you through the exact playbook we used to achieve these results.

If you’ve ever paused an ad because it “spent too much,” or you’re still clinging to last-click thinking, John’s proven strategy will change how you build campaigns. We break down what’s working right now and why creative is the new lever that drives everything else in Meta ads.

In This Episode:

- Introduction: Meta’s creative diversification strategy

- Case study: Fixing tracking with first-click & CAPI

- Ad performance after creative iterations

- How Meta optimizes ad delivery & CPA

- Why understanding Meta’s attribution model is critical

- Results, reflections, and conclusion

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with John Moran:

LinkedIn:https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 18 Nov 2025 - 25min

637 - The Invisible AI Underbelly That No Marketer Knows About...Until Now (PART 2)

Meta's Andromeda update has disrupted digital marketing for good. But, we've cracked the code! We’re offering you 30 monthly deliverables,10 ad types, media buying, and access to Tier 11’s data suite to help you stay ahead.

Get our exclusive Creative Diversification Package at: https://www.tiereleven.com/cd

AI is not a buzzword. It is not a passing trend. It’s the future of marketing. In this episode, we explore why big tech companies are pouring billions into artificial intelligence and how it’s already transforming the way we run ads, create content, and optimize our campaigns.

We break down some mind-blowing stats, including Google’s projected $93 billion investment in AI this year and Meta’s massive $81 billion spend. We discuss the changes we’ve already seen in our own campaigns, from the Meta Andromeda update to creative diversification, which is making ad optimization faster, more efficient, and far more productive.

If you’re not using AI to enhance your marketing efforts, now’s the time to start, or risk falling behind. We challenge you to think about one task in your marketing that you really don’t want to do anymore, and then find an AI tool to make that task faster, cheaper, and more efficient.

In This Episode:

- The massive AI investments from big tech companies

- Amazon’s investment and earnings from AWS

- Applying AI innovation to marketing

- Simple steps to start using AI today

Mentioned in the Episode:

Previous episodes on Andromeda: https://perpetualtraffic.com/?s=andromeda

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 14 Nov 2025 - 34min

636 - The Invisible AI Underbelly That No Marketer Knows About...Until Now (PART 1)

While other advertisers scramble to figure out Meta's Andromeda update, we've cracked the code! Our Creative Diversification Package will increase your ads’ reach by 50%+ and save you over $330k on agency fees.

Join the winning 0.01% businesses now at: https://www.tiereleven.com/cd

Do you feel overwhelmed by the speed of AI advancements? The tech world is evolving rapidly, making it a challenge to keep up, especially with giants like Meta and Google leading the charge. AI is the future of digital marketing, and if you’re not adapting, you’re falling behind.

In this episode, we discuss the massive shift happening in marketing, fueled by AI. We break down how Silicon Valley’s biggest players are investing billions into AI and how that’s impacting everything from content creation to data analysis.

With new tools emerging every day, we talk about how creative diversification can boost your ad performance while giving you a competitive edge in the market. Tune in and let’s make sure you’re ready for the AI-powered future of marketing.

In This Episode:

- Why AI’s bubble is now and how to keep up

- How AI is powering marketing innovation

- Big tech and governments’ heavy investments in AI

- Presentation of big tech’s AI investments

- Wrap up and key takeaways

Mentioned in the Episode:

Previous episodes on Andromeda: https://perpetualtraffic.com/?s=andromeda

The Acquired Podcast: https://www.acquired.fm/

Investors’ Business Daily Analysis on AI: https://www.investors.com/news/technology/ai-stocks-microsoft-apple-google-amazon-meta-capital-spending/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 11 Nov 2025 - 28min

635 - The #1 Mistake That's Secretly Killing Your Meta Andromeda Ads with Cole Turner

Stop losing money on ads! Grab your copy of Tier 11’s FREE calculator with all the actors and formulas you need to determine the most important metric in your marketing efforts.

Download Your nCAC Calculator Now: https://www.tiereleven.com/ncac

Joining us today is Cole Turner, Growth Strategist at Tier 11. We break down how incorrect nCAC (New Customer Acquisition Cost) calculations can make you believe you're profitable when you’re actually hemorrhaging cash. Cole walks us through a real-world example of a beauty brand, showing how fixing their nCAC revealed a massive discrepancy that changed their entire business strategy.

We also discuss how adjusting your ad spend to align with real business costs can actually help you scale. If you're spending on ads without understanding your real margins, you could be scaling in the wrong direction. Join the conversation now and get your business metrics in order before your next big marketing push.

In This Episode:

- What nCAC is and why it matters

- Case study: nCAC error in a beauty brand’s strategy

- Common mistakes in nCAC calculations

- How to calculate nCAC accurately

- How overheads factor into nCAC on scale

- Why ad spend efficiency isn’t enough

- The importance of knowing your numbers

Unlock the Ultimate Marketing Advantage With Our Creative Diversification Package!

Get 30 monthly deliverables,10 ad types, and access to the Tier 11 data suite. Available exclusively for 11 lucky businesses at: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect With Cole Turner:

LinkedIn: https://www.linkedin.com/in/coleturner98

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 07 Nov 2025 - 35min

634 - FIRE Your Media Buyer: The Fix for Wasted Ad Spend

Unlock the ultimate marketing advantage with Tier 11's Creative Diversification Package! Get 30 monthly deliverables,10 ad types, and access to the Tier 11 data suite. Available exclusively for 11 lucky businesses at: https://www.tiereleven.com/apply

Are media buyers becoming obsolete? With Meta’s Andromeda update and AI automating campaign optimization, most marketers are still stuck tweaking ads while missing the real levers that drive growth. If you’re still relying on Ads Manager, you’re already behind!

In this episode, we break down why media buying alone won’t cut it anymore. We discuss how AI is handling 80% of the heavy lifting and why your focus needs to shift to everything that happens after the click.

From landing page congruency to email triage, customer reactivation, and how data flow impacts optimization, we share what agencies and brands must do to stay profitable. If you’re managing campaigns or scaling a business, this one’s for you!

In This Episode:

- Media buying and “after the click” opportunity

- Funnels, offers, and landing page congruency

- Redefining leads, opt-ins, and MQLs

- Disqualifying bad leads and data hygiene

- The role of growth strategist vs. media buyers

- Why small marketing agencies are struggling

- Shiny object syndrome vs. real business growth

- Rethinking the customer journey to boost sales

Mentioned in the Episode:

Andromeda Episodes: https://perpetualtraffic.com/?s=john+moran

Episode 744: The Pros and Cons of Meta’s New Advantage+ Creative Image Generator Tool: https://perpetualtraffic.com/podcast/episode-744-the-pros-and-cons-of-metas-new-advantage-creative-image-generator-tool/

Episode 743: Stop Pausing Winning Ads! Andromeda Ad Strategy That Changes Everything: https://perpetualtraffic.com/podcast/episode-743-stop-pausing-winning-ads-andromeda-ad-strategy-that-changes-everything/

Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Marketing Performance Indicators Checklist: https://www.tiereleven.com/mpi

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 04 Nov 2025 - 36min

633 - Stop Losing Clients! Master Saying the Quiet Part Out Loud to Close Deals

Have you ever been in a negotiation and felt like you were just begging to close the deal? Oren Klaff, the master of persuasion and author of Pitch Anything, is back to show us how to take control of high-stakes business conversations.

We talk about the power of "status" in negotiations and how framing your offer makes all the difference. Oren breaks down the distinction between physical and cognitive status and how to leverage both to your advantage, all while keeping your confidence high and ego in check.

We also discuss how to create real desire in your prospects and clients, as well as how to handle those moments when you're negotiating from a lower status. If you’re looking to up your negotiation game, Oren has some proven persuasion strategies you won’t want to miss.

In This Episode:

- The power of saying the quiet part out loud

- How physical status influences negotiation outcomes

- The danger of offering too many choices in sales

- How to negotiate deals when power shifts

- Establishing genuine desire in your prospects

- Negotiating with high-level decision-makers

- Hot cognition vs cold cognition in persuasion

- Determining a prospect’s viability of closing a deal

- Final thoughts and actionable takeaways

Listen to the Previous Episode with Oren Klaff:https://perpetualtraffic.com/podcast/episode-732-flip-the-script-a-masterclass-on-pitching-anything-with-oren-klaff/

Buy Oren Klaff’s Books:

Pitch Anything: https://a.co/d/fRAqAby Flip The Script: https://a.co/d/hTcp9lP

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Oren Klaff:

Website - orenklaff.com LinkedIn - https://www.linkedin.com/in/orenklaff/ Newsletter- https://pitchanything.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 31 Oct 2025 - 44min

632 - The Pros and Cons of Meta’s New Advantage+ Creative Image Generator Tool

Do you really control your ads anymore or just think you do? The more Meta’s AI promises to optimize your performance, the more it quietly reshapes your creative and brand. Today, Lauren and I break down the hidden trade-offs behind Meta’s Advantage+ Creative Image Generator and why letting AI “help” your campaigns might not mean what you think.

Lauren shares her recent webinar launch results using Meta’s new creative tools and what happened when AI started taking creative liberties with her brand visuals and placements. From off-brand images to format mismatches, we unpack how AI-driven automation can drive conversions while quietly eroding creative control.

In this episode:

- Pros and cons of Advantage+ creative image generator

- The illusion of control in Meta AI’s performance

- Why future ad networks may remove control completely

- The $30 lead that actually converted better

- Quality vs. quantity in lead generation

- How creative still drives targeting in Andromeda

Resources Mentioned In The Episode:

Previous Episode on Advantage+ Creative Image Generator: https://www.youtube.com/watch?v=aXRkwLlTb0I Tier 11 Data Suite – https://www.tiereleven.com/what-we-do/data-suite Creative Diversification Playbook, Practitioners' Guide From Meta: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf Apply to Work With Tier 11: https://www.tiereleven.com/apply-now Watch the Episode on YouTube: perpetualtraffic.com/youtube

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 28 Oct 2025 - 26min

631 - Stop Pausing Winning Ads! Andromeda Ad Strategy That Changes Everything

Do you still believe in “cut the losers and let the winners run”? After seeing what Meta’s Andromeda update is doing under the hood, that old-school strategy might be costing you real growth. In this Ad Lab session, John Moran and I break down how Andromeda completely rewrites the rules of campaign optimization and why CPA alone no longer tells the whole story.

We analyse live account data where spend doubled, CPAs held steady, and results skyrocketed, all because we stopped judging ads by last-click performance. Using Tier 11’s Data Suite, we uncovered how creative sequencing, user journey mapping, and first-click CAPI imports reveal what’s driving conversions inside Meta’s new ecosystem.

This episode unpacks what Andromeda really means for your campaigns and how to play Meta’s game the way Meta does.

In this episode:

- Client case study on Andromeda's sequencing impact

- Ad performance analysis: UGC vs. non-UGC ad trends

- Why CPA is a poor performance judge

- Scaling ad spend and performance metrics

- UGC ads and their effectiveness

- Creative targeting and expanding market reach

- Conclusion and call to action

Resources Mentioned In The Episode:

Tier 11 Data Suite – https://www.tiereleven.com/what-we-do/data-suite

Meta Engineering Blog Article on Andromeda – https://engineering.fb.com/2024/12/02/production-engineering/meta-andromeda-advantage-automation-next-gen-personalized-ads-retrieval-engine/

Ad Lab Live Sessions – https://www.youtube.com/@Tier11/streams

Buy Tier 11’s Creative Diversification Package: https://www.tiereleven.com/apply

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 24 Oct 2025 - 49min

630 - Did Advantage+ Creative Image Generation Just Kill Manual Ad Design?

Have you ever run a Facebook ads test that completely defied logic? That’s exactly what happened to us, and it led to one of the most eye-opening conversations we’ve had about Meta’s new creative testing feature. In this episode, we explore the Meta AI tools for creative diversification.

Lauren shares her real campaign results from a live test using Meta’s latest Advantage+ creative tools. We also get into the details of how Meta’s system distributes spend, why it doesn’t always follow its own rules, and what you can do to avoid wasting money while still taking advantage of Meta’s cutting-edge tools like AI-powered image generation and editing.

If you’re running ads for clients or scaling your own campaigns, you’ll want to hear this one before you hit “publish” on your next creative test. We’ll tell you what works, what breaks, and how to stay ahead of Meta’s fast-moving automation.

In this episode:

- How Meta’s in-campaign creative testing works

- Step-by-step demo of Meta’s creative testing interface

- Using AI-generated ad images inside Ads Manager

- Editing AI-generated images with custom prompts

- Meta’s ad enhancements: translate text, music, and site links

- The “Flex Media” feature and its risks for client brands

Resources Mentioned In The Episode:

Previous Episodes on Meta’s Andromeda Update:https://perpetualtraffic.com/?s=meta

Watch the Episode on YouTube: www.perpetualtraffic.com/youtube

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

Watch Previous Live Ad Lab Sessions: tiereleven.com/youtube

Creative Diversification Playbook, Practitioners' Guide From Meta: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 21 Oct 2025 - 42min

629 - 3 Mind-Boggling Ways Triple Whale Is Screwing Your Business

Do you feel like your ad spend isn’t adding up? What if the data you’ve been relying on is actually misleading you? In this episode, we uncover the dangers of inaccurate attribution models that could be costing you thousands in missed revenue and show you a smarter way to optimize your ads.

Tier 11’s John Moran breaks down how media buyers can fall into the trap of relying on third-party platforms like Triple Whale, which often misreport up to 30% of revenue. He shares real-life case studies of clients who dramatically improved their ad performance by simply questioning their attribution model and switching to more reliable tracking methods.

If you use the wrong attribution model, you may end up running campaigns based on faulty data—putting your business at risk. Let’s teach you how to avoid these costly pitfalls and ensure your marketing strategy is powered by the most accurate insights available.

In this episode:

- Case study 1: The problem with Triple Whale tagging

- Case study 2: Lowering CPA from $44 to $25 in 10 days

- Practical tips for media buyers to optimize their campaigns

- When should you turn off Meta ads?

- Using Meta’s “Creative Fatigue” feature to optimize ads

- Comparing Meta ads and Google Shopping results

Resources Mentioned In The Episode:

Previous Ad Lab Sessions with John Moran:https://perpetualtraffic.com/?s=john+moran

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

Creative Diversification Playbook, Practitioners' Guide From Meta: https://perpetualtraffic.com/creative-diversification-playbook

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 17 Oct 2025 - 53min

628 - $100M Money Model Case Study: How to Squeeze Money Out of Your Non-Ideal Customers - Part 2

Be sure to listen to Part 1 of this episode first for a complete understanding before diving into this one.

Are you leaving half your leads on the table? In this episode, we are using Alex Hormozi’s $100M Money Models to explore how to turn cold traffic into high-ticket clients. From mapping the customer journey to implementing conditional downsells, we break down exactly what works in marketing to maximize revenue without cutting prices.

We explore how membership and continuity models are making a comeback, why speed-to-lead is critical, and how to structure Typeform knockouts to qualify leads efficiently. Plus, we dissect the art of downselling—how to offer a slice of your core program at a lower price while still setting up your prospects for the full high-ticket offer.

We also share a real-world example from a client session where we redesigned their sales funnel, increased show rates, and built a structured upsell path that turns prospects into long-term customers. These insights should help you capture more leads, increase conversions, and maximize lifetime value in your business.

In this episode:

- Mapping the customer journey from cold ad to five-figure upsells

- Speed-to-lead: why contacting prospects immediately is critical

- The art of downselling

- Understanding objections and reasons prospects don’t buy

- Guaranteeing results as a first downsell

- Using check-in calls to upsell and demonstrate value

Resources Mentioned In The Episode:

Alex Hormozi’s Book, $100M Money Models: How To Make Money:https://www.goodreads.com/book/show/240367486-100m-money-models

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://perpetualtraffic.com/podcast/episode-734-alex-hormozis-100m-money-models-launch-debunked-key-takeaways/

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Tue, 14 Oct 2025 - 23min

627 - $100M Money Model Case Study: How to Squeeze Money Out of Your Non-Ideal Customers - Part 1

Stop losing money to free trials and outdated sales funnels! Apply now to access Tier 11’s data-driven strategies for front-end offers that convert.

Schedule a discovery call: https://www.tiereleven.com/apply-now

How do you turn a free trial into a customer magnet without the risks of an unconditional guarantee? Today, we’re sharing innovative strategies to attract and retain customers with compelling front-end offers. We’re breaking down Alex Hormozi’s "Win Your Money Back" model and how it applies to different business models.

You’ll learn how you can give customers the chance to earn their money back instead of offering a no-strings-attached refund. We also explore how conditional offers can spice up your product or service’s appeal and why it’s essential to incorporate a continuity program into your sales process.

In this episode:

- How the 'Win Your Money Back' model works

- Implementing the 'Win Your Money Back' strategy

- How to structure your free trials

- Webinar selling strategy and upsell techniques

- Structuring continuity programs

Resources Mentioned In The Episode:

Previous Episode on Alex Hormozi’s $100M Money Model:

Alex Hormozi’s Book, $100M Money Models: How To Make Money:https://www.goodreads.com/book/show/240367486-100m-money-models

Alex Hormozi’s Interview on the Jack Neel Podcast:https://www.youtube.com/watch?v=5f_UL-z1xgI

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 10 Oct 2025 - 29min

626 - PMAX vs. Standard Shopping: The $80K Test That Shocked Us

Ready to scale your ads with precision? Apply now to access Tier 11’s expert strategies and unlock smarter, data-driven growth for your business!

Schedule a discovery call: https://www.tiereleven.com/apply-now

Are you struggling to scale your Google Ads campaigns without losing profitability? In this episode, we compare Standard Shopping and Performance Max campaigns, two of Google Ads' most popular scaling strategies.

After moving $40,000 between the two strategies, John Moran breaks down the performance data, including customer acquisition, return on ad spend (ROAS), and conversion rates. The results show that while PMax often promises more efficient scaling, Standard Shopping consistently delivers similar, if not better, results in certain scenarios.

Whether you're an agency or a solo marketer, understanding the strengths and weaknesses of each approach can lead to smarter, more profitable ad strategies. Join the conversation now and start scaling your Google Ads the right way!

In this episode:

- Introduction to the ad flow funnel

- Standard Shopping vs. Performance Max for scaling

- Testing $40K swings between campaigns

- Differences in results between PMax and standard shopping

- Why Performance Max fails at scale

- Final verdict: Standard Shopping wins at scaling

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 07 Oct 2025 - 23min

625 - The Future of Media Buying: John Moran on cAPI Imports + Edge Tagging (Part 2)

Ready to scale with precision? Apply now to access Tier 11’s expert strategies and unlock smarter, data-driven growth for your business!

Schedule a discovery call: https://www.tiereleven.com/apply-now

As the Meta and Google ad landscape continues to evolve, it’s no longer just about targeting customers. It's about creating ads that work for AI first. John Moran is back with more insights into refining your ad strategy to match the AI revolution.

John breaks down content diversification, explaining how creative testing and varied ad formats are key to capturing audience attention and driving conversions. He also simplifies the complexities of model data and the impact of first click edge tagging for improving attribution accuracy.

If your ad spend isn't aligning with your growth goals, John shares tips on consolidating campaigns and iterating creatives to find what resonates with your target audience. Plus, he explains how automated systems track and adjust campaigns based on performance, enabling you to focus resources on winning ads that deliver real results.

In this episode:

- Understanding model data in advertising

- The role of attribution in scaling campaigns

- What percentage of ad data is modelled?

- Content diversification strategies

- Meta's role in ad spend allocation

- Evaluating ad performance beyond CPA

- Where to learn more and get help

Mentioned in the Episode:

Listen to Previous Episodes on Andromeda Updates: https://perpetualtraffic.com/?s=andromeda

Watch Friday Live Ad Labs: https://www.youtube.com/@perpetual_traffic

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 03 Oct 2025 - 28min

624 - The Future of Media Buying: John Moran on cAPI Imports + Edge Tagging (Part 1)

Stop guessing! Make data-driven marketing decisions with confidence with the Tier 11 Data Suite.

Get it here: https://www.tiereleven.com/what-we-do/data-suite

The rules keep changing. The days of manually targeting customers by demographics and psychographics are long gone. With Meta and Google embracing auto-targeting, auto-bidding, and combined campaign systems, counting sales after an ad is no longer enough.

In today’s episode, Tier 11’s John Moran breaks down the shifts in digital media, emphasizing the importance of granular data and distinguishing between new and returning customers. He introduces "first click edge tagging," showing how you can take control of the attribution process and measure what truly matters to your business.

Plus, we explore content diversification and creative testing strategies to help you identify what resonates with your audience. It’s time to move past the limitations of default ad tracking and align your ad spend with long-term growth goals.

In this episode:

- Current shifts in digital media and campaign targeting

- The impact of Google and Meta's merged campaigns

- ‘First click edge tagging’ for marketing attribution

- Aligning ad goals and creatives with business objectives

- Case study: Beauty brand cutting CPA from $27 to $7

- Understanding model data and algorithm impact

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 30 Sep 2025 - 29min

623 - Money Model Case Study: 52.7% Increase in Total Subscribers in 6 Months

Your marketing team needs a reliable formula to determine the most important metric to guide your company's marketing efforts. We’re talking about new customer acquisition costs (nCAC).

Download your free copy of our nCAC calculator at: https://www.tiereleven.com/ncac

Today, we are analysing a case study of a membership site business that achieved incredible results through strategic marketing. The company, focused on a recreational niche, achieved an outstanding 52% increase in total subscribers year-over-year.

This massive growth stemmed from a series of smart decisions, starting with an in-depth look at their new customer acquisition costs (NCAC) and regional targeting strategies. They also tapped into the power of community, offering exclusive access to products and services, and creative hooks that resonated with specific geographic audiences.

If you're running a membership site or e-commerce business, you’ll learn how to track and analyze data in granular detail, target the right customers, and create relevant, personalized experiences.

In this episode:

- Case study: business model of a membership site

- Challenges in customer acquisition

- Solutions: Targeting the right audience with nCAC

- Using creative hooks and regional language

- Results and success metrics

- Membership site and e-commerce strategies to scale

- E-commerce businesses that suit this business model

Listen to this episode on your favorite podcast channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We appreciate your support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 26 Sep 2025 - 50min

622 - Alex Hormozi’s $100M Money Models Launch: Debunked & Key Takeaways

Building a business and brand isn’t easy, but with the right strategy, the rewards are massive. In today’s episode, Lauren shares a powerful content diversification strategy that led to a client cutting their cost per lead by 50%.

We also explore valuable lessons from Alex Hormozi, including his approach of giving away valuable content up front, without expecting anything in return. He achieved over $80 million in book sales in 24 hours after years of sharing free, valuable content with his audience.

We’ll show you how you can implement Hormozi’s strategies in building your brand. Plus, we offer a free demo of our content diversification and sales funnel strategies that you can copy and scale your business. Tune in for this and much more!

In This Episode:

- Case study: Five horsemen of the ads apocalypse

- Creating tailored ad copies with Meta AI

- Marketing qualified leads vs sales qualified leads

- Lessons from Alex Hormozi’s $81m book launch

- Content diversification strategy demo

- Alex Hormozi's $100M money models

- The power of consistency and showing up

Resources Mentioned in the Episode:

Alex Hormozi’s Book, $100M Money Models: How To Make Money: https://www.goodreads.com/book/show/240367486-100m-money-models Previous episodes with John Moran: https://perpetualtraffic.com/?s=john Alex Hormozi’s interview on the Jack Neel Podcast: https://www.youtube.com/watch?v=5f_UL-z1xgI Hire Tier11: https://www.tiereleven.com/apply-now

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://perpetualtraffic.com/podcast/episode-726-how-to-get-sales-in-your-first-year-of-a-digital-business-with-just-10k/

Tue, 23 Sep 2025 - 47min

621 - The #1 Lesson Marketers Can Steal From Cadillac's $450M Wager on F1

It's easy to assume that paid ads are the magic fix, but without understanding your numbers and setting clear business goals, you’re just throwing money into the void. But you’re not alone! Most marketers and business owners misunderstand what it really takes to scale, and it starts with customer conversations.

Today, we’re sharing how many businesses, especially when strapped for cash, need to refocus their energy not just on digital ads but on getting back to the marketing basics. You need to connect with your audience, learn what broke, and rebuild trust to scale your business.

Ready to take control? The path forward requires patience, data, and strategy. Stop focusing on quick wins and start investing in your business’s long-term growth.

In This Episode:

- Understanding Media Efficiency Ratio (MER) in marketing

- Strategies for businesses with limited marketing budgets

- Why setting clear business goals is critical

- The importance of marketing and experiential play

- Case studies and practical applications

- The role of customer feedback & how to get it

Resources Mentioned in the Episode:

Get Your Marketing Performance Indicators (MPI) Checklist: https://www.tiereleven.com/mpi

Oren Klaff’s book, Pitch Anything: https://www.amazon.com/stores/author/B004AN5OJA?ccs_id=afc782d8-f4ac-4f26-80f6-243a19b471d4

Previous episodes on maximising your marketing budget:

https://perpetualtraffic.com/podcast/episode-715-maximize-your-profits-with-these-6-brilliant-cross-sell-plays/

https://perpetualtraffic.com/podcast/episode-716-7-secrets-to-explode-your-profits-with-upselling/

Read more about Cadillac’s bid to join F1:

https://www.autoweek.com/racing/formula-1/a64218356/cadillac-will-pay-450-million-anti-dilution-fee-join-formula-1/

Learn more about F1 bids and partners:

https://www.espn.com/f1/story/_/id/45531327/thailand-approves-123-billion-bid-2028-bangkok-f1-race

https://www.formula1.com/en/information/formula-1-partners.2shz7bIVhGgS3ovP69N3Rs

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 19 Sep 2025 - 36min

620 - Flip the Script: A Masterclass on Pitching Anything With Oren Klaff

You think you know how to sell until you hear Oren Klaff talk about it. Today, we’re hosting the man behind Pitch Anything and Flip the Script to uncover why most marketers lose deals before they even start. Oren doesn’t just challenge conventional sales wisdom. He flips it upside down, showing how neediness kills deals.

Oren Klaff is a leading expert in sales, raising capital, and negotiation. As Director of Capital Markets for Intersection Capital, he has helped companies secure billions of dollars in funding. He’s a best-selling author, a sought-after speaker for global giants like Google and Xerox, and a pioneer in neuroscience-based persuasion.

Oren explains why marketers must learn to hold boundaries, call out clients' “games,” and create consequences on every sales call or risk being dismissed as low status. His approach is raw, counterintuitive, and insanely practical for anyone who needs to persuade at scale. If you’re ready to rethink how you pitch, sell, and win deals, this one is for you!

In This Episode:

- Writing the 'Pitch Anything' book

- Why neediness when selling kills deals

- Practical sales techniques to break neediness

- How to maintain a high status in sales calls

- Dealing with the ‘final boss’ in negotiations

- The importance of setting consequences in sales

- Holding clients accountable for their behavior and values

- Pitch Anything vs. Flip the Script

Buy Oren Klaff’s Books:

Pitch Anything: https://a.co/d/fRAqAby

Flip The Script: https://a.co/d/hTcp9lP

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Oren Klaff:

Website - https://orenklaff.com/ LinkedIn - https://www.linkedin.com/in/orenklaff/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://perpetualtraffic.com/podcast/episode-711-defeat-the-new-google-ai-max-landing-page-doomsday-with-val-riley/

Tue, 16 Sep 2025 - 45min

619 - Google AI Max: What You & Your Landing Pages Need to Know with Andrew Miller

Many marketers focus solely on driving traffic but overlook the critical step that follows: the landing page. In this episode, Andrew Miller, Co-Founder and VP of Client Services at Workshop Digital, shares how landing page optimization (LPO) and leveraging first-party data can drastically increase the ROI of your marketing campaigns.

With over 20 years of experience, Andrew has helped countless B2B businesses maximize their conversions by optimizing their post-click experience. We explore the game-changing role of AI tools like Google’s AI Max and how they’re reshaping the future of online marketing.

You’ll also learn how to bridge the gap between AI-driven ads and optimized landing pages for different target audiences to attract better leads and achieve higher conversions.

In This Episode:

- SEO in the age of AI

- Content quality and distribution strategies

- How AI Max has impacted Google ads

- The future of media buying and data flow

- Optimizing landing pages and the post-click experience

- Why aligning marketing and sales is critical

- How to optimize data flows & micro conversions for better leads

- Targeting the right customers with AI

- Case study on the impact of dedicated landing pages

- How to get in touch with Andrew Miller

Mentioned In the Episode:

Google AI Max: https://blog.google/products/ads-commerce/google-ai-max-for-search-campaigns/

Use the code "PT10off" at the end of your trial to get 10% off: https://unbounce.com/pt/

Previous episodes on landing page optimization:

https://perpetualtraffic.com/podcast/episode-707-decode-googles-new-diabolical-landing-page-changes-with-tas-bober/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Andrew Miller:

Website - https://www.workshopdigital.com/ LinkedIn - https://www.linkedin.com/in/andrewmillerrichmond/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 12 Sep 2025 - 51min

618 - Your Digital Marketing Autopsy: Surviving the AI Era with Kasim Aslam

The easy shortcuts in digital marketing, like quick flips, four-hour workweeks, and AI-generated funnels, are gone! Former Perpetual Traffic co-host and Google Ads powerhouse Kasim Aslam joins us today to explore why the old playbook no longer works and why the future belongs to those willing to do the hard, unscalable work.

Kasim shares the thesis that changed how he approaches starting and scaling a business. From his incubator of 17 businesses to investing in industries most people overlook, Kasim’s perspective will reframe how you think about scaling in the AI-driven landscape.

If you want to learn how to build smarter, stronger businesses in a world where automation alone won’t save you, this one is for you!

In This Episode:

- Kasim's journey post-Perpetual Traffic

- The cost of traffic in digital marketing

- Scaling and measuring profitability: "diminishing returns" is not a stop sign

- Accounting for incalculable gains as you scale

- The death of quick flip businesses

- Leveraging hard work and human connection

- Apple’s example of goodwill and brand loyalty

- How to sign up for the upcoming growth hacking conference

Mentioned In the Episode:

Previous episode with Kasim on the law of inverse profitability: https://podcasts.apple.com/us/podcast/why-the-law-of-inverse-profitability-is-the-1-way/id1022441491?i=1000650815702

Sign up for the Growth Hacking conference with Kasim:perpetualtraffic.com/growth

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Kasim Aslam:

Website - https://kasimaslam.com/ LinkedIn - https://www.linkedin.com/in/kasimaslam/ Instagram - https://www.instagram.com/kasimaslam/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 09 Sep 2025 - 43min

617 - The Unfair Advantage: How to Dominate BFCM as a Beauty Brand with Lauren Schwartz

Black Friday and Cyber Monday are right around the corner, and many beauty brands are feeling the pressure. Lauren Schwartz, Head of Creative Strategy at Tier 11 and founder of The Loft 325, joins me today to discuss how beauty brands can still make the most out of these significant days.

Lauren shares her experience and proven strategies to help beauty brands thrive in this competitive season. We talk about creative hook strategies, bundle offers, and the best ways to connect with your audience.

It’s not too late! You can still make this holiday season your most successful yet. Lauren’s expert advice will help you maximize your sales potential, avoid profit pitfalls, and turn BFCM into your biggest revenue days of the year!

In This Episode:

- Meet creative strategist, Lauren Schwartz

- The "cheat code" for Black Friday and Cyber Monday sales

- Bundle strategy vs discounts: avoiding profit pitfalls

- How to create a bundle for BFCM

- Multiple bundle strategy vs site-wide sales

- What is the best discount price for BFCM bundles?

- How aggressive should you be when using bundles for LTV growth?

- Tips for creative hooks for beauty brands

- Understanding holiday hooks: subtle vs in-your-face approaches

- Black Friday and Cyber Monday webinar preview

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Lauren Schwartz:

LinkedIn: https://www.linkedin.com/in/lauren-schwartz-07354312

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/LinkedIn - https://www.linkedin.com/in/laurenpetrullo Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 05 Sep 2025 - 29min

616 - The Content Matrix: Content Creation That Actually Converts with Alisan Matthews

Don't just throw content out there! Make it purposeful. Download our content matrix today to refine your strategy, map content that connects, and discover fresh angles that keep your audience engaged.

Get it here: https://www.tiereleven.com/content-matrix

Creating content for your brand is not just about posting product pictures and hoping for the best. If your social media feed feels disconnected or lacks authenticity, it’s time to rethink your strategy. Alisan Matthews, Head of Email and Social Media Marketing at Tier 11, joins me to discuss how to align your brand’s message with your audience to boost engagement.

Alisan explains how you can identify the core pillars of your brand’s messaging and use them to create a content matrix that guides your posts. By organizing your ideas into clear categories, such as education and community engagement, you can maintain consistency while diversifying your content for better engagement.

In This Episode:

- Meet Alisan Matthews

- Crafting your brand's unique story with content

- Why authenticity on social media is critical

- Getting started with the content matrix

- The four pillars of content creation strategy

- Implementing the product promotion tier

- Does the content matrix apply to all industries?

- Education and value: leveraging engagement & trends

- Webinar announcement and Black Friday tips

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Alisan Matthews:

LinkedIn: https://www.linkedin.com/in/alisanschmidt/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 02 Sep 2025 - 41min

615 - The #1 Non-AI Task an Agency Owner Can Do to Grow With Andrew Foxwell

As Meta continues to invest billions in AI, understanding its impact on advertising strategies is crucial for any marketer looking to stay competitive. In this episode, Andrew Foxwell, a true OG in Meta advertising, reveals how marketing agencies and consultants can adapt to the rapidly changing digital landscape.

Andrew discusses how AI is not only making advertising more automated and accessible but also revolutionizing the creative strategy game. He shares valuable insights on what works today and what doesn’t when it comes to creating effective ads and navigating Meta’s complex ecosystem.

Plus, Andrew presents a framework for agency owners who are feeling overwhelmed by AI adoption and the pressure of client expectations. His approach to identifying what matters versus what’s just noise will help you align your marketing strategy with Meta’s latest AI innovations.

In This Episode:

- Andrew Foxwell’s career in digital marketing

- Meta's investment in Andromeda and ad automation

- Meta’s AI innovations in organic traffic vs advertising

- What marketing agencies should be doing differently today

- Biggest challenges agencies are facing with AI adoption

- Helping agencies identify the "one thing they must do" and why

- Managing client expectations and communicating AI adoption plans

- How to connect with Andrew Foxwell and Foxwell Founders

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Andrew Foxwell:

Website: https://www.foxwelldigital.com/

Email: andrew@foxwelldigital.com

Join Foxwell Founders: https://foxwellfounders.com/

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

Ryan Reynolds Shares His Aviation American Gin Out of Office Reply - https://www.youtube.com/watch?v=VbJwX6aG8Uc

Fri, 29 Aug 2025 - 59min

614 - How to Get Sales in Your First Year of a Digital Business With Just $10k

You’ve got your first $10K to invest in your new in-person or online business. Should you dive into ads, hire an agency, or focus on content creation? It’s overwhelming, especially when everyone has their own “secret” formula for success. You don’t need to invest in every trendy digital marketing strategy to see results.

In this episode, we break down what moves the needle for new business owners. From influencer partnerships that cost you nothing to leveraging simple content creation, we share our go-to marketing strategies based on real-world success stories.

Forget the noise. Focus on what works, and do it consistently. Join the conversation now and learn how to make smart, calculated decisions that build a solid foundation for your business.

In This Episode:

- Comparing notes on personal relaxation techniques–yes, really!

- Challenges of starting a business

- Why you need to prioritize effective marketing strategies

- How to spend $10k to drive in-person and online sales

- Why build a brand personality or share the founder’s story

- Leveraging user-generated content

- The need for in-person events when selling to Gen X

- Handcrafting vs. automating customer engagement

Mentioned In This Episode

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 26 Aug 2025 - 50min

613 - The Simple Lead Gen Strategy That Scaled Revenue From $620K to $2.5M in 6 Months

Today, we’re breaking down a lead generation case study that resulted in a 397% increase in revenue and a 356% boost in gross profit. The business, which was stuck at $620,000 in annual revenue, shot up to $2.5 million after just six months of applying the right strategies.

We dug into the client’s existing assets, found multiple lead magnets, and used them to target different pain points across a broader audience. The result was a more engaged audience, a more diversified funnel, and ultimately more conversions.

If you’re struggling to scale, it's time to rethink your marketing strategy. Stop pushing for immediate sales and start creating a nurturing experience for your audience. Listen in and learn how you can adapt our lead gen strategy to fit your business.

In This Episode:

- Lead generation case study results breakdown

- Step 1: Moving from simple to complex funnel strategy

- Step 2: Installing the CPL/nCAC reducer framework

- Step 3: Deploying the digital velocity engine for ad creation

- Final results summary: 397% revenue increase

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Fri, 22 Aug 2025 - 24min

612 - How We Turned $6K Into $100K Revenue in 2 Days

Why do some ad campaigns crush it while others flop, even with the same budget? It all comes down to metrics and strategy. Let’s get the first part out of the way.

Get Your nCAC Calculator Now! - https://www.tiereleven.com/ncac

In today’s episode, we share a client story where more than $10,000 went up in smoke on a webinar that didn’t convert, and how a simple shift in strategy turned everything around.

Lauren explains how her team builds strategy documents that keep everyone aligned and how knowing your numbers and setting the right goals can change everything. We also get into the real differences between subscribers, leads, and sales-qualified leads, and why so many businesses set themselves up for frustration by mixing them up.

If you’re planning a webinar launch or any infoproduct, setting ad budgets, or just trying to figure out where to put your next marketing dollar, you need the right strategy to achieve your goals. Listen in as we share the wins, the lessons, and the strategies that can help you turn ad spend into predictable growth.

In This Episode:

- Why strategy is critical for achieving marketing goals

- Mongoose’s strategy documents for the post-hire process

- Example of revenue vs sales and marketing goals

- The structure and content of the strategy doc

- Pixel strategy for Meta and monitoring the campaign performance

- Why Meta is better than Google for selling webinars

- Budget allocation strategy for awareness, conversions, and lead generation

- Email/SMS integration into the paid ads strategy

- Final thoughts on the strategy success formula: goal, budget, and target

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Tue, 19 Aug 2025 - 46min

611 - Meta’s Andromeda Update: Are You Still Using Outdated Meta Ad Strategies?

Meta’s Andromeda updates have made most ad strategies obsolete. We can help you update your ad strategy using AI and creative diversification for a high ROAS.

Talk to us: https://www.tiereleven.com/apply

In today’s episode, we take you to our Ad Lab live event, where we discussed Meta's Andromeda update in detail and how it's changing the digital advertising landscape. Our guest, John Moran, has been testing and deploying strategies to match the new updates, achieving incredible results.

We explore how focusing on creative diversification can break through tough competitive markets, even when business performance isn’t where it needs to be. John also shares the Fishbone Effect—a creative strategy that targets diverse audiences with various creative elements within the same campaign.

You’ll understand why your creative strategy is everything when it comes to scaling your Meta ads. We’ll also cover key strategies that can help you scale your campaigns despite the ongoing Andromeda updates.

In This Episode:

- Meta Andromeda update & testing strategies

- Content diversification strategy: 10 different ad types explained

- Results from one campaign, one ad set structure with Andromeda

- The Fishbone Effect: How Meta distributes ad spend

- When to pause high-spend, low-converting ads

- Performance max with CAPI imports results

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://podcasts.apple.com/sk/podcast/part-1-the-5-step-formula-to-determine-your-ncac/id1022441491?i=1000686217283

https://www.activecampaign.com/

Fri, 15 Aug 2025 - 32min

610 - We Analyzed Our Biggest Client Failure (And This Is What We Learned)

Before you spend another dollar on ads, you need to do your business math right. Download our Marketing Performance Indicators checklist to track the key metrics that accurately measure your marketing efforts.

Download the checklist here: https://www.tiereleven.com/mpi

Today’s case study is a perfect example of why such metrics matter more than your creative or targeting efforts. The client came to us with growth goals, though their business had been in decline for three years. About 60% of their revenue was coming from existing customers, but that segment was shrinking year over year.

Even with our top strategist, Ricardo Pouwels, deploying proven strategies, we weren't able to break through the tough competitive landscape. We shifted the budget from Google to Meta ads and focused on improving new customer acquisition metrics, but the client couldn't wait for the strategy to fully take effect.

You'll learn that marketing can't fix a fundamentally flawed business model. Tracking metrics like new customer acquisition cost (NCAC) can show progress even when overall revenue drops, but only with realistic expectations about recovery timelines that most businesses aren’t prepared to accept.

In This Episode:

- Meet Tier11’s growth strategist, Ricardo Pouwels

- Case study: Gardening niche client with a flawed business model

- Challenges with Google Shopping and price competitiveness

- How pricing issues contributed to the client’s decline

- Testing new strategies: Meta Ad budget adjustments

- What is the ideal timeframe for testing new marketing strategies?

- Managing client expectations while saving a struggling business

- Why a paid media strategy does not always work

- What’s the best way to turn around a declining seasonal business?

- Why didn’t we focus on email marketing to boost sales?

- How to tackle business challenges with paid media

Want to learn how to calculate your NCAC?

Listen to our previous episode on NCAC:

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple:https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Follow us on X: https://x.com/perpetualtraf

Connect with Ricardo Pouwels:

LinkedIn: https://nl.linkedin.com/in/ricardo-pouwels

Connect with Ralph Burns:

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

Tue, 12 Aug 2025 - 57min

609 - The Super Secret Formula Corey Quinn Used to Grow The Scorpion Agency from $10M to $200M

Ralph and Lauren sit down with Corey Quinn, Agency Growth Advisor and former CMO of Scorpion, to uncover the exact strategies that took a stalled $10–$20M agency and propelled it to over $100M in revenue. Corey reveals his “Dream 100” inspired outreach strategy, why DS (Dream Segment) and GBO (Greatest Business Outcome) are essential to focus, and how to build a repeatable system for landing high-value clients. If you run an agency, consultancy, or service business, this conversation will challenge the way you think about lead generation, positioning, and scaling — and give you the tactical blueprint to make your growth goals inevitable.

Chapters:

00:00:00 - Cliff jumps, private jets, and setting the stage for big growth00:01:51 - Meet Corey Quinn: the agency growth strategist Ralph swears by00:04:31 - From CMO to 10X revenue: the Scorpion success story00:07:05 - The real challenges (and winning moves) behind a $100M leap00:12:42 - Why deep specialization is your ultimate growth accelerator00:18:09 - Building a culture that fuels operational excellence00:20:50 - How the Deep Specialization Flywheel keeps momentum spinning00:22:42 - Turning gifts into client magnets with outbound marketing00:23:35 - From surprise packages to strategic outreach00:23:58 - The secret psychology behind sending gifts that convert00:26:28 - Reinventing outreach in a remote-first world00:27:20 - Scaling your gift game without losing the personal touch00:30:33 - Crafting irresistible, personalized gifts for dream clients00:34:54 - Why relentless follow-up wins the biggest deals00:40:07 - Wrapping up with a special offer you can’t ignore

LINKS AND RESOURCES:

Website Anyone, Not Everyone Get Your Marketing Performance IndicatorsTM Checklist Now!Get Your nCAC Calculator Now!Make Data Driven Marketing Decisions with Confidence Tier 11 JobsPerpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Fri, 08 Aug 2025 - 45min

608 - (Replay) How Ralph Structures His Campaigns for Massive MER

What if we told you that Tier 11 designed an ad campaign for an ecommerce store that resulted in a 608% revenue increase and 401% ROAS increase in less than 6 months?

On today’s episode, we’re flipping the script a bit. Host Kasim Aslam interviews his usually-co-host Ralph Burns about an ad campaign at Tier 11 that took a struggling business from $29k/month to $176k/month in revenue in less than half a year. (Download the case study here.) Ralph talks about customer acquisition amplification and walks us through the structure of each of the five levels of traffic. But the bottom line, he says, is the creative. “The creative makes the audience. If you match incredible audience and interspace targeting with incredible front end creative and messaging, game over. You own the internet as a marketer. Mix the two together, and it’s online marketing nirvana.”

Listen in to find out how to achieve this online marketing nirvana in your own campaigns.

Chapters:

00:00:00 - Kicking Off Perpetual Traffic with High-Energy Insights00:00:46 - Celebrating Our Listeners & Their Game-Changing Feedback00:01:32 - Case Study Teaser: 608% Revenue Explosion00:02:17 - Ralph Burns Steps into the Hot Seat00:03:08 - Unpacking the Secrets Behind the Case Study00:08:19 - Why Creative Can Make or Break Your Ads00:14:15 - Tracking Fixes & Powering Up with Conversions API00:23:01 - Rolling Out the Traffic Harmonizer System00:32:50 - Final Takeaways & Next Steps for Your Growth

LINKS AND RESOURCES:

Download the case study Tier 11 JobsPerpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Tue, 05 Aug 2025 - 36min

607 - The 8 Essential Ad Types to KILL IT on the New Meta Ads Andromeda Update

Meta’s AI just rewrote the rules of digital advertising—without telling anyone. In this breaking episode of Perpetual Traffic, Ralph Burns and John Moran expose the stealth rollout of Meta's new AI-driven ad platform update: Andromeda. Learn how this algorithmic shift flips traditional ad strategies on their head and why relying on old tactics is a fast track to mediocrity. From GPU-fueled compute power to GEM (Generated Ads Recommendation Model), discover what Meta’s “superbrain” means for your creative strategy, budget allocation, and lead generation success. This isn’t just an update—it’s a total transformation. If you’re serious about scaling in 2025, you need to hear this.

Chapters:

00:00:00 - Meta Just Flipped the Script: Meet Andromeda00:01:00 - The AI Revolution That’s Changing Your Ad Game00:02:20 - Inside Meta’s Secret Weapon: The New Ranking Algorithm00:05:45 - Why Meta’s Funnel Thinks Smarter Than You Do00:07:35 - The New Playbook: Diversify or Die00:10:03 - Andromeda Uncovered: What Meta Isn’t Telling You00:12:11 - Smart Targeting Starts with Smarter Creative00:18:56 - Real Results: What Happens When You Diversify Content00:27:52 - What the Numbers Say About Your Ads00:28:29 - How to Get More New Customers for Less00:29:16 - Repeat It: Diversify or Die00:30:01 - Algorithm IQ: Understanding How Meta Thinks00:31:28 - Creative That Wins: Test, Iterate, Dominate00:32:32 - When to Kill Your Ads—And Why It Works00:35:01 - Case Study: Smarter Spend, Bigger Wins00:35:46 - Using AI to Find Your Next Best Customer00:42:59 - Mastering the Full Funnel (Without Wasting Spend)00:47:09 - The Future Is Now: What Smart Marketers Do Next

LINKS AND RESOURCES:

Meta's Creative Strategy TikTok Mark Zuckerberg just declared war on the entire advertising industry Episode 718: [Case Study] Meta Andromeda Ads vs Amazon Ads: Who Wins?AI Innovations in Meta's Ad Ranking Driving Advertiser Performance Meta Andromeda: Supercharging Advantage+Episode 234: The Ad Amplifier Super System For Facebook Ads Tier 11 JobsPerpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Fri, 01 Aug 2025 - 51min

606 - [Case Study] Meta Andromeda Ads vs Amazon Ads: Who Wins?

If you're spending across Meta, Google, Amazon, and Shopify—but still unclear which channel is actually closing the sale—this episode is your roadmap to marketing clarity. Ralph Burns and John Moran break down a real Tier 11 case study that exposes how most businesses are flying blind when it comes to attribution. You’ll discover why traditional ROAS can lead you astray, how NAC and MER reveal true performance, and why “contribution” trumps “attribution” when it comes to scaling profitably. They also dive into how tools like CAPI Import and the Tier 11 Data Suite connect the dots across paid and organic touchpoints, helping brands unlock hidden revenue and cut wasted spend. Whether you're a Shopify powerhouse or a service-based business, this episode will change how you view your media mix—and give you the frameworks to invest with confidence.

Chapters:

00:00:00 – Kicking Things Off: What’s REALLY Fueling Your Sales?00:01:01 – The Traffic You Ignore Might Be Closing Your Deals00:01:33 – Inside a $100M Ad Account: What the Data Really Says00:02:22 – The Dirty Truth About Marketing “Solutions”00:02:58 – Ralph Gets Real About Creative That Converts00:05:54 – Clean Data or Dead Spend: Your Choice00:07:08 – Why Most Marketers Misread Growth Signals00:15:43 – Amazon Showdown: Vendor vs. Seller Central Exposed00:26:07 – How to Spot Wasted Ad Spend with One Metric00:33:02 – Stop Confusing Attribution with Contribution (It’s Costing You)00:35:18 – The Metric That Changes Everything About Ad Spend00:36:01 – Why You're Probably Overspending on Brand Terms00:36:56 – Performance Gaps Hiding in Plain Sight00:37:43 – Case Study Reveal: What Changed After the Hire00:38:45 – Amazon’s Hidden Influence on Your Shopify Store00:39:16 – The Strategic Way to Manage Campaign Chaos00:43:58 – When Google’s Automation Fights Your Results00:46:46 – The “Feeder Strategy” You Should Be Using for Holidays00:48:32 – Behind Closed Doors: Real Consulting Conversations00:53:44 – Final Word: What to Do With All This Insight

LINKS AND RESOURCES:

Tier 11 JobsPerpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Tue, 29 Jul 2025 - 1h 06min

605 - Is A.I. Making Your Team DUMBER?

Ralph and Lauren take a bold look at a rising issue in modern marketing teams: is AI making your team dumber? Drawing from real-world agency experience, Lauren shares a transparent case study from her own business where AI tools like ChatGPT and Jasper created an illusion of productivity but resulted in lackluster, surface-level insights. The discussion tackles how over-reliance on AI can quietly erode critical thinking, replacing strategic interpretation with generic output that “feels” complete but misses true business impact. You’ll learn why being “human in the loop” matters, how to train your team to use AI as a collaborator—not a crutch—and why tools should ask better questions instead of just giving faster answers. This episode is a must-listen for any marketing leader, CMO, or founder using AI to scale without sacrificing intelligence, creativity, and judgment.

Chapters:

00:00:00 - Kickoff & A Powerful Shoutout to Steve Sims 00:02:21 - AI in Marketing: Game-Changer or Risk? 00:04:26 - When AI Fails: A Shocking Case Study 00:08:06 - Critical Thinking vs AI: Who Wins? 00:13:24 - Smart Fixes & What’s Next for Teams 00:25:52 - Final Takeaways & Must-Have Resources

LINKS AND RESOURCES:

Get Your Marketing Performance IndicatorsTM Checklist Now!Get Your nCAC Calculator Now!Get Your nCAC Calculator Now!Make Data Driven Marketing Decisions with Confidence The AI-Driven Leader: Harnessing AI to Make Faster, Smarter Decisions Go for Stupid: The Art of Achieving Ridiculous Goals Tier 11 JobsPerpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Fri, 25 Jul 2025 - 29min

604 - 7 Secrets to Explode Your Profits with Upselling

Ralph Burns and Lauren Petrullo reveal seven proven upselling strategies to dramatically boost your new average order value (NAOV) and customer lifetime value (LTV). Using real examples from the beauty, CPG, and supplement industries, they break down how to effectively implement pre-purchase, mid-purchase, and post-purchase upsells—including bundling, subscribe-and-save options, thank-you page offers, and value-driven incentives—without disrupting the customer journey. You'll learn how brands like Amazon, Apple, and Dollar Shave Club use upsells to increase profits by 35% or more, and how to apply these same tactics to your business in time for Q4. Whether you're an e-commerce operator, digital marketer, or service provider, this episode is your upsell playbook for adding more value, converting smarter, and scaling revenue fast—all without selling “a bunch of crap.

Chapters:

00:00:00 - Welcome to Perpetual Traffic: Let’s Talk Profit00:00:26 - What Is nAOV and Why It Changes Everything00:01:47 - Q4 is Coming—Are Your Nets Fixed?00:04:45 - Unlock More Revenue with Strategic Upsells00:04:55 - The Cross-Sell vs. Upsell Showdown00:06:17 - Real Upsell Examples That Actually Work00:15:38 - Why Subscription Upsells Are Profit Goldmines00:19:51 - Incentives That Get Customers to Say “Yes!”00:21:22 - Beauty Brand Deep Dive: Mascara That Converts00:22:14 - What Makes a Great Cross-Sell Strategy?00:22:56 - Bundles That Boost AOV Instantly00:23:42 - High-Impact Upsell Techniques You Can Steal00:24:47 - Overcoming Common Upsell Roadblocks00:26:06 - Inside Tier 11’s Client Wins00:28:12 - Use Popups for Pre-Cart Upsells? Yes—Here’s How00:34:22 - The Art of Post-Purchase Upselling00:38:30 - Final Takeaways to Maximize Your Profit

LINKS AND RESOURCES:

Marketing Performance Indicators Checklist New Customer Acquisition Cost Calculator Get Your nCAC Calculator Now Tier 11 DataSuite 5 Forces Tier 11 JobsPerpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Tue, 22 Jul 2025 - 45min

603 - Maximize Your Profits with These 6 Brilliant Cross-Sell Plays

Ralph Burns and Lauren Petrullo unpack 6 brilliant cross-sell plays designed to immediately lift your new Average Order Value (nAOV) in this masterclass on post-purchase optimization. Ralph and Lauren break down how to implement cross-sells that convert, define essential metrics like NCAC and nAOV, and share real-world tactics currently in use at Tier 11. If you’re focused on maximizing customer LTV and dialing in your funnel economics, this episode delivers the actionable framework you’ve been looking for.

Chapters:

00:00:00 - Ready to Raise Profits? Let’s Go00:00:56 - What Is nAOV and Why It Matters00:02:54 - Why Most Marketers Miss This Metric00:06:11 - Cross-Sells That Print Cash00:08:39 - Real Wins from Real Brands00:11:20 - Keep Customers Buying Again and Again00:16:59 - The Showdown: Cross-Sell vs. Upsell00:18:45 - 6 Power Plays to Boost nAOV00:18:48 - How to Pick & Price Like a Pro00:27:10 - Perfect Timing for Maximum Conversions00:29:36 - Test, Learn, Optimize, Repeat00:31:55 - Go Use This – Start Today

LINKS AND RESOURCES:

Get Your Marketing Performance IndicatorsTM Checklist Now!Get Your nCAC Calculator Now!make data driven marketing decisions with confidence Tier 11 JobsPerpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

https://www.activecampaign.com/

Fri, 18 Jul 2025 - 35min

602 - [Case Study]: 628 Personal Injury Law Signed Cases in 9 Months - Part 2 (Replay)

In this episode of Perpetual Traffic, Ralph and Kasim visit part 2 of a case study of a successful digital marketing campaign for a personal injury law firm. They emphasize the importance of emotive copywriting, a prominent phone number, and urgent call to action to boost conversions. Utilizing authentic user-generated content (UGC) relevant to the target audience is also highlighted. The hosts stress simplicity in advertising, understanding the target audience, and crafting resonant messaging. They delve into traffic harmonization, employing multiple platforms and targeting strategies for maximum ad effectiveness. Listeners are provided with specific examples and timestamps, facilitating easy application of these concepts to their own digital marketing efforts.

Chapters:

00:00:00 - Welcome to Perpetual Traffic00:00:02 - The Case Study That Changed Everything00:01:44 - Unveiling Creative Strategies: Steps 3 and 400:02:11 - Unlocking the Power of Avatars and Messaging00:04:44 - Tailored Strategies for Each Platform00:08:56 - Inside the Creative Lab: Game-Changing Insights00:17:05 - Mastering Landing Page Optimization for Maximum Impact00:21:51 - How We Achieved Results: The Full Story00:23:36 - Wrapping Up: Final Thoughts and Your Next Step

LINKS AND RESOURCES:

Tier 11 JobsPerpetual Traffic on YouTube Tiereleven.com Mongoose Media Perpetual Traffic Survey Perpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedIn

Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode: