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Perpetual Traffic: Daily Summaries Delivered
by Tier 11
Perpetual Traffic is a weekly podcast for CMOs, marketing directors, and business owners who want to master paid advertising, scale their businesses profitably and stay one step ahead of the shifting paid advertising landscape of today. Hosted by Ralph Burns (CEO of Tier 11, managing $200M+ in ad spend), the show covers digital marketing strategy, paid traffic optimization, and performance marketing, featuring expert interviews, case studies, and actionable campaign breakdowns. If you’re tired of wasting ad spend on campaigns that don’t convert, struggling to prove marketing ROI to executives, or overwhelmed by constantly changing platform algorithms and marketing tactics that promise results but deliver disappointment you’re in the right place. This show will give you the proven strategies from agencies managing millions in ad spend, behind-the-scenes campaign optimizations that actually work, and expert insights on marketing metrics that matter for real business growth. From Meta Ads and Google optimization to landing page conversion tactics and marketing attribution, each episode delivers actionable strategies you can implement immediately to improve your ROAS and scale your marketing efforts.
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- 5 days ago38 min
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/applyYour 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 strategyMentioned in the Episode: Breakthrough Advertising by Eugene Schwartz: https://breakthroughadvertisingbook.com/breakthrough-advertising/ Marketing School Podcast: https://marketingschool.io/ 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:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.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 Mentioned in this episode:https://perpetualtraffic.com/advertise-with-us/
- 1 weeks ago37 min
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 fatigueMentioned 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:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We 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: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now Mentioned in this episode:https://perpetualtraffic.com/advertise-with-us/
- 2 weeks ago47 min
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 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:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Connect with Thomas Mcnaught:Website: https://www.thomasmcnaught.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 Mentioned in this episode:https://perpetualtraffic.com/advertise-with-us/
- Sep 1, 202637 min
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- How to uncover untapped audience segments through a growth diagnostic- The messaging extraction process for capturing authentic customer language- Customer support calls and live event interviews as creative gold mines- 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 briefMentioned in the Episode: Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suiteWicked 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:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.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 Mentioned in this episode:https://perpetualtraffic.com/advertise-with-us/
- Aug 25, 202634 min
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/applyYou'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 stalledMentioned 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-suiteJoin Ralph Burns and John Moran every Friday for The Ad Lab Live: https://www.youtube.com/@Tier11/streamsListen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuKSubscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/Connect with Ralph Burns: LinkedIn - https://www.linkedin.com/in/ralphburnsInstagram - https://www.instagram.com/ralphhburns/Hire Tier11 - https://www.tiereleven.com/apply-nowMentioned in this episode:https://perpetualtraffic.com/advertise-with-us/
- Aug 18, 202642 min
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 growthMentioned 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-suiteDownload 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:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Connect with Thomas McnaughtWebsite: https://www.thomasmcnaught.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 Mentioned in this episode:https://perpetualtraffic
- Aug 11, 202641 min
$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 analysisMentioned 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-suitePartner 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:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We 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: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now Mentioned in this episode:https://perpetualtraffic.com/advertise-with-us/https://perpetualtraffic.com/advertise-with-us/https://perpetualtraffic.com/advertise-with-us/
- Aug 4, 202628 min
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 MetaMentioned 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-suitePartner 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:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK Subscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.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 Mentioned in this episode:https://perpetualtraffic.com/advertise-with-us/https://perpetualtraffic.com/advertise-with-us/https://perpetualtraffic.com/advertise-with-us/
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About Perpetual Traffic
Perpetual Traffic is a weekly podcast for CMOs, marketing directors, and business owners who want to master paid advertising, scale their businesses profitably and stay one step ahead of the shifting paid advertising landscape of today. Hosted by Ralph Burns (CEO of Tier 11, managing $200M+ in ad spend), the show covers digital marketing strategy, paid traffic optimization, and performance marketing, featuring expert interviews, case studies, and actionable campaign breakdowns. If you’re tired of wasting ad spend on campaigns that don’t convert, struggling to prove marketing ROI to executives, or overwhelmed by constantly changing platform algorithms and marketing tactics that promise results but deliver disappointment you’re in the right place. This show will give you the proven strategies from agencies managing millions in ad spend, behind-the-scenes campaign optimizations that actually work, and expert insights on marketing metrics that matter for real business growth. From Meta Ads and Google optimization to landing page conversion tactics and marketing attribution, each episode delivers actionable strategies you can implement immediately to improve your ROAS and scale your marketing efforts.
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