Advertise on podcast: Perpetual Traffic

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: https://perpetualtraffic.com/podcast/episode-808-why-your-winning-ad-is-probably-the-one-youre-about-to-kill/ 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: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

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-804-bad-data-and-10-minute-video-ads-were-killing-this-account-heres-the-fix/  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:  LinkedIn - https://www.linkedin.com/in/ralphburns  Instagram - https://www.instagram.com/ralphhburns/  Hire Tier11 - https://www.tiereleven.com/apply-now

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

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: 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: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

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: 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:  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

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: 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: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

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: 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: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

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: 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: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

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: 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:  LinkedIn - https://www.linkedin.com/in/ralphburns  Instagram - https://www.instagram.com/ralphhburns/  Hire Tier11 - https://www.tiereleven.com/apply-now

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: 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 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/

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: 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:  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/

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: 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: 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/ 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!

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-796-stop-redesigning-start-diagnosing-the-cro-method-that-actually-works/ 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:  LinkedIn - https://www.linkedin.com/in/ralphburns  Instagram - https://www.instagram.com/ralphhburns/  Hire Tier11 - https://www.tiereleven.com/apply-now

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/ Review Similar Case Studies: https://www.tiereleven.com/resources/case-studies/spending-less-not-more 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/ 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

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: 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: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply Mentioned in this episode: https://perpetualtraffic.com/advertise-with-us/ https://perpetualtraffic.com/advertise-with-us/