Advertise on podcast: Perpetual Traffic

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: 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  Mentioned in this episode: We’re opening up sponsorship spots for Q1 and Q2! https://perpetualtraffic.com/advertise-with-us/ https://perpetualtraffic.com/advertise-with-us/ Apply for an ad spot on Perpetual Traffic for Q1 or Q2. Visit www.perpetualtraffic.com today to secure your spot! Apply for an ad spot on Perpetual Traffic for Q1 or Q2. Visit www.perpetualtraffic.com today to secure your spot!

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: 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 Scott Desgrosseilliers:  Website - https://www.wickedreports.com/  LinkedIn - https://www.linkedin.com/in/scottd71/  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: Apply for an ad spot on Perpetual Traffic for Q1 or Q2. Visit www.perpetualtraffic.com today to secure your spot! We’re opening up sponsorship spots for Q1 and Q2! https://perpetualtraffic.com/advertise-with-us/ https://perpetualtraffic.com/advertise-with-us/ https://perpetualtraffic.com/advertise-with-us/

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   Website: https://perpetualtraffic.com/podcast/episode-745-stop-losing-clients-master-saying-the-quiet-part-out-loud-to-close-deals/  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:  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/ We’re opening up sponsorship spots for Q1 and Q2! https://perpetualtraffic.com/advertise-with-us/ https://www.tiereleven.com/audit https://www.tiereleven.com/audit

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: 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  Mentioned in this episode: https://perpetualtraffic.com/advertise-with-us/ We’re opening up sponsorship spots for Q1 and Q2! https://perpetualtraffic.com/advertise-with-us/ https://www.tiereleven.com/audit https://www.tiereleven.com/audit

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: 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 Mentioned in this episode: https://www.tiereleven.com/audit https://www.tiereleven.com/audit https://perpetualtraffic.com/advertise-with-us/ We’re opening up sponsorship spots for Q1 and Q2! https://perpetualtraffic.com/advertise-with-us/

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: 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 Mentioned in this episode: https://perpetualtraffic.com/advertise-with-us/ We’re opening up sponsorship spots for Q1 and Q2! https://perpetualtraffic.com/advertise-with-us/ https://www.tiereleven.com/audit https://www.tiereleven.com/audit

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: 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://www.tiereleven.com/audit https://www.tiereleven.com/audit We’re opening up sponsorship spots for Q1 and Q2! https://perpetualtraffic.com/advertise-with-us/ https://perpetualtraffic.com/advertise-with-us/

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: 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://www.tiereleven.com/audit https://www.tiereleven.com/audit We’re opening up sponsorship spots for Q1 and Q2! https://perpetualtraffic.com/advertise-with-us/ https://perpetualtraffic.com/advertise-with-us/

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: 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://www.tiereleven.com/audit https://perpetualtraffic.com/advertise-with-us/ We’re opening up sponsorship spots for Q1 and Q2! https://perpetualtraffic.com/advertise-with-us/ https://www.tiereleven.com/audit

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: 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://www.tiereleven.com/audit https://www.tiereleven.com/audit We’re opening up sponsorship spots for Q1 and Q2! Apply now by visiting www.perpetualtraffic.com https://perpetualtraffic.com/advertise-with-us/

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: 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://www.NEXTInsurance.com/perpetual https://www.tiereleven.com/audit https://perpetualtraffic.com/advertise-with-us/ https://www.tiereleven.com/audit

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: 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://perpetualtraffic.com/advertise-with-us/ https://www.NEXTInsurance.com/perpetual https://www.tiereleven.com/audit https://www.tiereleven.com/audit

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: https://www.youtube.com/watch?v=nWrUeotDYzs 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: 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/advertise-with-us/ https://www.tiereleven.com/audit https://www.tiereleven.com/audit https://www.NEXTInsurance.com/perpetual

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: 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://www.tiereleven.com/audit https://www.NEXTInsurance.com/perpetual https://www.tiereleven.com/audit https://perpetualtraffic.com/advertise-with-us/

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: 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://www.tiereleven.com/audit https://perpetualtraffic.com/advertise-with-us/ https://www.NEXTInsurance.com/perpetual https://www.tiereleven.com/audit