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…
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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…
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…
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…
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…
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…
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…
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…
Stop losing revenue after the click! Let’s find the leak before your next ad. Get your free CRO audit at: https://www.tiereleven.com/cro/service Are you optimizing your site based on what looks good or what actually converts? Most brands are bleeding revenue because their CRO strategy starts with design opinions instead of hard data. If you're copying competitor layouts or A/B testing button…
The conversion problem is not in your ad account. It's in the gaps between your ads, landing pages, data, and unit economics. Sign up for our free CRO audit and close the gaps today: https://www.tiereleven.com/cro If your CRO agency is leading with design opinions instead of data, you're not optimizing. You're guessing. There's a critical difference between CRO that looks smart and CRO that…
What makes a brand legendary? You might think it’s all about your product or service. The truth is, it’s not about how good you think your stuff is but what your customers say about you. Legendary brands are defined by their raving fans, and if you’re not creating "raving fan" relationships, you’re missing the mark. Today, we revisit a conversation with Scott Wozniak, who breaks down the behaviors…
Do you often feel like your conversations aren't going anywhere? Or that you’re not connecting as deeply as you'd like? It turns out, most of us are missing a key ingredient in our communication. We're not asking the right questions. In today’s episode, we share part of the conversation we had with Charles Duhigg on becoming a supercommunicator. Charles reveals why traditional conversations fail…
Are you spending more on traffic than you’re actually making and calling that “growth”? Business owners often chase scale, obsess over ROAS, and completely miss the bigger picture. Most of them don’t have a traffic problem but a strategy problem. And if you don’t fix it, you’re just working for Meta, Google, or whoever owns your traffic source. Today, we revisit a conversation we had with Kasim…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
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…
Stop settling for slow revenue growth! You can scale your business fast with the right digital marketing partners and strategy. Partner with our Meta ads experts: https://www.tiereleven.com/apply Why do some businesses just seem to explode in revenue while others struggle to scale? It's not luck, it’s strategy. In today’s episode, we’re reviewing a premium e-commerce case study that shows exactly…
If you’re still measuring success by direct conversions alone, you could be missing the bigger picture in your campaigns. Meta is shifting its focus, and if you're not adapting, your business will be left behind. In today’s episode, we share insights from testing with over $50 million in ad spend. You’ll hear about the importance of metrics like hook rate and hold rate, and how creative…
Apply to Work With Tier 11: https://www.tiereleven.com/apply-now If your campaigns aren’t scaling as you'd like and CPMs keep rising, it’s time to refresh your social media marketing strategy. In today’s episode, we explain in detail why creative diversification is the key to succeeding with Meta ads in 2026 and beyond. We discuss how to break free from old, hacky methods like the Michigan Method…
Are you hesitant to invest in your team, fearing they might leave after you put in all that time and money? What if the real risk is in not investing, and they stay? Low-performing and uninspired. In this episode, Lauren and I chat about how investing in your team can create a powerful internal moat that attracts the right people and drives your business forward. We discuss a recent initiative at…
Stop losing customer insights to privacy blockers! Make confident, data-driven marketing decisions with Tier 11’s Data Suite. Learn more and schedule a call at: https://www.tiereleven.com/what-we-do/data-suite Are you flying blind with your ad data? With ad blockers, privacy laws, and tracking issues, Meta can't always give you the full picture. So how do you trust your numbers and make better…
Apply to Work With Tier 11: https://www.tiereleven.com/apply-now Are you still pausing “winning” ads because Meta tells you the CPA is broken? In this episode, we break down the next layer of our three-part series on why turning off Meta’s conversion obsession is the smartest move you can make right now. John Moran walks us through a real case study where individual category campaigns, feeder…
Apply to Work With Tier 11: https://www.tiereleven.com/apply-now CPAs look awful, so you pause the ads, and then revenue drops across channels. That’s not you. That’s the new reality of Meta Andromeda and the GEM-style ecosystem where “underperformers” can be the very ads feeding your whole business. John Moran is back to help us break down why cost per result and conversion columns can completely…
Create ads that convert every time with Motion’s AI tagging. Get 10% off the first three months of Motion using code TRAFFIC10 at checkout: https://motionapp.com Are you still treating organic and paid content as separate? It’s time to reconsider! Reza Khadjavi, CEO of Motion, joins us today to break down the key creative trends for 2026. We talk about the importance of "psychological kill shots"…
Are you drowning your leads with follow-up after follow-up? It’s a mistake many service-based businesses make, thinking more is better. But in reality, too much follow-up could be killing your sales instead of helping them. In today’s episode, we dive into a common problem many health and wellness businesses face: low conversion rates after generating quality leads. Lauren shares an in-depth…
Stop obsessing over new audiences and creative tests in Meta ads. We’ve got something better! Tier 11’s John Moran is back to share his latest breakthrough: the Sticky Pixel strategy, the secret to maximising your ROAS in every campaign. Through real-world examples in highly competitive spaces, John reveals how creative diversification and understanding Meta's Andromeda update unlock massive cost…
Stop using AI like Google for market research. Here is an easy, done-for-you marketing research prompt to help you draft Meta ads that convert: https://www.tiereleven.com/prompt Are you still guessing what your market wants and calling it “creative testing”? That’s the fastest way to burn your budget in 2026. If your ads aren’t resonating, it’s probably not the algorithm. It’s your research. Most…
The Meta platform continues to evolve, leaving marketers with mixed feelings. While some fear the loss of control, others are already seeing extraordinary results. Today, we revisit a lab live session we had on Meta’s new Advantage+ sales system and share a game-changing creative strategy you’ll want to try. We’re hosting John Moran, who has spent over $1 million testing Meta's updates in real…
Are you convinced your SEO is outperforming paid ads and wondering why you’re still spending six figures on Meta and Google? That assumption might be one of the worst mistakes holding your growth back. We see it all the time: brands looking at last-click data, celebrating “free” organic revenue, and completely missing what’s actually driving demand. In today’s episode, Tier 11’s John Moran breaks…
As we gear up for the new year, we step back and look at the four Perpetual Traffic episodes you listened to the most in the past year and what they reveal about where digital marketing is actually headed. The selected episodes explain why AI-powered customer conversations are being underused and how Advantage+ quietly removed real targeting control. We also break down why most attribution data is…
In this final part of our four-part series on why Meta remains the top platform for scaling in 2026, we continue analysing the evolution of Meta’s advertising engine. From the days of custom audience uploads in 2012 to the impact of the 2016 election and the fallout from the Cambridge Analytica scandal, these milestones have shaped the platform’s current landscape. We also explore how the iOS 14…
Do you still consider Meta a targeting platform? If so, that mindset is probably costing you scale, efficiency, and confidence in your numbers. We see too many marketers clinging to old playbooks, such as hyper-specific audiences, exclusions, and lookalikes, without realizing the platform has fundamentally changed. In this episode, we continue our discussion on the evolution of Meta advertising,…
We continue our discussion on why Meta is still the most powerful ad platform and what to expect in the coming year. We break down how Facebook figured out monetization, from early Microsoft deals and disastrous missteps like Beacon to right-hand rail ads and the moment ads entered the newsfeed. We’ll walk you through the desktop era, the transition to mobile, and why Meta’s make-or-break moment…
Meta’s global reach and heavy AI investments give it an undeniable edge over other digital marketing platforms. In today’s episode, we are exploring how Meta’s ongoing innovations will reshape advertising in 2026 and what this means for your business or agency. Lauren shares her firsthand experience testifying at a House subcommittee about how Meta’s AI tools are helping small businesses scale. We…
Set up your business for success with our Creative Diversification Package. You’ll get 30+ fresh creatives monthly in 10 high-converting formats plus free access to media buying and Tier 11’s Data Suite: https://tiereleven.com/cd Are you ready for 2026? Many businesses are focusing on the wrong things right now, but setting specific, measurable goals today could set you up for massive growth next…
Meta's new Andromeda retrieval engine demands REAL creative diversity. Get Tier 11’s Creative Diversification Package and access Media Buying + Data Suite for FREE: https://tiereleven.com/cd Is Meta forcing all your ad spend into one product, regardless of what you actually want to scale? What if the very thing limiting your business isn’t your ads or your offer but the algorithm you’ve been…
Do you ever feel like your marketing messages aren’t landing? What if the real issue isn’t the message itself, but how you’re communicating it? In today’s episode, we explore the art of communication with Charles Duhigg, the New York Times bestselling author of The Power of Habit and Super Communicators. Charles shares how understanding different types of conversations can help you connect with…
It’s time to draw your 2026 marketing plan, and we want to help you maximize profits with Meta ads. We’re offering you 30 monthly deliverables,10 ad types, media buying, and access to Tier 11’s Data Suite before the year ends. Claim your Creative Diversification Package now at: https://www.tiereleven.com/cd Are you trying to squeeze every last bit out of Meta, Google, and TikTok but still missing…
As the BFCM dust settles, it’s time to plan for Q4 and 2026. We’re offering you 30 monthly deliverables, 10 ad types, media buying, and access to Tier 11’s data suite to help you maximize profits with Meta ads. Claim your Creative Diversification Package at: https://www.tiereleven.com/cd Record Black Friday sales don’t mean anything if you shredded your margins to get there. In this episode, we…
