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PODCAST

Perpetual Traffic

Perpetual Traffic is a twice 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) and Lauren Petrullo (award-winning CEO of Mongoose Media), the show covers digital marketing strategy, paid traffic optimization, and performance marketing, featuring expert interviews, case

business marketing

All Episodes

40:31

The Content Matrix: Content Creation That Actually...

Perpetual Traffic ·

2025/09/02

Don't just throw content out there! Make it purposeful. Download our content matrix today to refine your strategy, map content that connects, and discover fresh angles that keep your audience engaged.Get it here: https://www.tiereleven.com/content-matrixCreating content for your brand is not just about posting product pictures and hoping for the best. If your social media feed feels disconnected or lacks authenticity, it’s time to rethink your strategy. Alisan Matthews, Head of Email and Social

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56:04

The #1 Non-AI Task an Agency Owner Can Do to Grow...

Perpetual Traffic ·

2025/08/29

As Meta continues to invest billions in AI, understanding its impact on advertising strategies is crucial for any marketer looking to stay competitive. In this episode, Andrew Foxwell, a true OG in Meta advertising, reveals how marketing agencies and consultants can adapt to the rapidly changing digital landscape.Andrew discusses how AI is not only making advertising more automated and accessible but also revolutionizing the creative strategy game. He shares valuable insights on what works today and

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47:44

How to Get Sales in Your First Year of a Digital...

Perpetual Traffic ·

2025/08/26

You’ve got your first $10K to invest in your new in-person or online business. Should you dive into ads, hire an agency, or focus on content creation? It’s overwhelming, especially when everyone has their own “secret” formula for success. You don’t need to invest in every trendy digital marketing strategy to see results.In this episode, we break down what moves the needle for new business owners. From influencer partnerships that cost you nothing to leveraging simple content creation, we share our

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21:37

The Simple Lead Gen Strategy That Scaled Revenue From...

Perpetual Traffic ·

2025/08/22

Today, we’re breaking down a lead generation case study that resulted in a 397% increase in revenue and a 356% boost in gross profit. The business, which was stuck at $620,000 in annual revenue, shot up to $2.5 million after just six months of applying the right strategies.We dug into the client’s existing assets, found multiple lead magnets, and used them to target different pain points across a broader audience. The result was a more engaged audience, a more diversified funnel, and ultimately more

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43:12

How We Turned $6K Into $100K Revenue in 2 Days

Perpetual Traffic ·

2025/08/19

Why do some ad campaigns crush it while others flop, even with the same budget? It all comes down to metrics and strategy. Let’s get the first part out of the way.Get Your nCAC Calculator Now! - https://www.tiereleven.com/ncacIn today’s episode, we share a client story where more than $10,000 went up in smoke on a webinar that didn’t convert, and how a simple shift in strategy turned everything around.Lauren explains how her team builds strategy documents that keep everyone aligned and how knowing

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29:33

Meta’s Andromeda Update: Are You Still Using Outdated...

Perpetual Traffic ·

2025/08/15

Meta’s Andromeda updates have made most ad strategies obsolete. We can help you update your ad strategy using AI and creative diversification for a high ROAS.Talk to us: https://www.tiereleven.com/applyIn today’s episode, we take you to our Ad Lab live event, where we discussed Meta's Andromeda update in detail and how it's changing the digital advertising landscape. Our guest, John Moran, has been testing and deploying strategies to match the new updates, achieving incredible results.We explore how

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55:26

We Analyzed Our Biggest Client Failure (And This Is...

Perpetual Traffic ·

2025/08/12

Before you spend another dollar on ads, you need to do your business math right. Download our Marketing Performance Indicators checklist to track the key metrics that accurately measure your marketing efforts.Download the checklist here: https://www.tiereleven.com/mpiToday’s case study is a perfect example of why such metrics matter more than your creative or targeting efforts. The client came to us with growth goals, though their business had been in decline for three years. About 60% of their

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45:55

The Super Secret Formula Corey Quinn Used to Grow The...

Perpetual Traffic ·

2025/08/08

Ralph and Lauren sit down with Corey Quinn, Agency Growth Advisor and former CMO of Scorpion, to uncover the exact strategies that took a stalled $10–$20M agency and propelled it to over $100M in revenue. Corey reveals his “Dream 100” inspired outreach strategy, why DS (Dream Segment) and GBO (Greatest Business Outcome) are essential to focus, and how to build a repeatable system for landing high-value clients. If you run an agency, consultancy, or service business, this conversation will challenge

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37:04

(Replay) How Ralph Structures His Campaigns for...

Perpetual Traffic ·

2025/08/05

What if we told you that Tier 11 designed an ad campaign for an ecommerce store that resulted in a 608% revenue increase and 401% ROAS increase in less than 6 months?On today’s episode, we’re flipping the script a bit. Host Kasim Aslam interviews his usually-co-host Ralph Burns about an ad campaign at Tier 11 that took a struggling business from $29k/month to $176k/month in revenue in less than half a year. (Download the case study here.) Ralph talks about customer acquisition amplification and

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51:38

The 8 Essential Ad Types to KILL IT on the New Meta...

Perpetual Traffic ·

2025/08/01

Meta’s AI just rewrote the rules of digital advertising—without telling anyone. In this breaking episode of Perpetual Traffic, Ralph Burns and John Moran expose the stealth rollout of Meta's new AI-driven ad platform update: Andromeda. Learn how this algorithmic shift flips traditional ad strategies on their head and why relying on old tactics is a fast track to mediocrity. From GPU-fueled compute power to GEM (Generated Ads Recommendation Model), discover what Meta’s “superbrain” means for your

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01:06:45

[Case Study] Meta Andromeda Ads vs Amazon Ads: Who Wins?

Perpetual Traffic ·

2025/07/29

If you're spending across Meta, Google, Amazon, and Shopify—but still unclear which channel is actually closing the sale—this episode is your roadmap to marketing clarity. Ralph Burns and John Moran break down a real Tier 11 case study that exposes how most businesses are flying blind when it comes to attribution. You’ll discover why traditional ROAS can lead you astray, how NAC and MER reveal true performance, and why “contribution” trumps “attribution” when it comes to scaling profitably. They

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30:07

Is A.I. Making Your Team DUMBER?

Perpetual Traffic ·

2025/07/25

Ralph and Lauren take a bold look at a rising issue in modern marketing teams: is AI making your team dumber? Drawing from real-world agency experience, Lauren shares a transparent case study from her own business where AI tools like ChatGPT and Jasper created an illusion of productivity but resulted in lackluster, surface-level insights. The discussion tackles how over-reliance on AI can quietly erode critical thinking, replacing strategic interpretation with generic output that “feels” complete

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45:09

7 Secrets to Explode Your Profits with Upselling

Perpetual Traffic ·

2025/07/18

Ralph Burns and Lauren Petrullo reveal seven proven upselling strategies to dramatically boost your new average order value (NAOV) and customer lifetime value (LTV). Using real examples from the beauty, CPG, and supplement industries, they break down how to effectively implement pre-purchase, mid-purchase, and post-purchase upsells—including bundling, subscribe-and-save options, thank-you page offers, and value-driven incentives—without disrupting the customer journey. You'll learn how brands like

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33:10

Maximize Your Profits with These 6 Brilliant...

Perpetual Traffic ·

2025/07/18

Ralph Burns and Lauren Petrullo unpack 6 brilliant cross-sell plays designed to immediately lift your new Average Order Value (nAOV) in this masterclass on post-purchase optimization. Ralph and Lauren break down how to implement cross-sells that convert, define essential metrics like NCAC and nAOV, and share real-world tactics currently in use at Tier 11. If you’re focused on maximizing customer LTV and dialing in your funnel economics, this episode delivers the actionable framework you’ve been

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28:16

[Case Study]: 628 Personal Injury Law Signed Cases in...

Perpetual Traffic ·

2025/07/15

In this episode of Perpetual Traffic, Ralph and Kasim visit part 2 of a case study of a successful digital marketing campaign for a personal injury law firm. They emphasize the importance of emotive copywriting, a prominent phone number, and urgent call to action to boost conversions. Utilizing authentic user-generated content (UGC) relevant to the target audience is also highlighted. The hosts stress simplicity in advertising, understanding the target audience, and crafting resonant messaging. They

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47:02

[Case Study]: 628 Personal Injury Law Signed Cases in...

Perpetual Traffic ·

2025/07/11

In this must-listen rebroadcast, Ralph Burns and Kasim Aslam break down a game-changing case study that reveals how combining Google’s deep data insights with Meta’s evolving ad algorithm can slash your cost per signed case to under $2,000 — a gold standard in personal injury law. Ralph and Kasim share how Tier 11’s refined Conversion Engine taps into Google’s 72 million (or more) data points to pinpoint high-intent leads at exactly the right moment. Even if you’re not in PI law, you’ll discover a

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01:00:53

The #1 Metric That Will Completely Transform Your...

Perpetual Traffic ·

2025/07/08

In this special crossover episode, Ralph Burns takes the hot seat outside of Perpetual Traffic — guesting on the Cashflow Kings podcast with hosts Scott Brandley and DJ Sprague. Together they break down why your NCAC (New Customer Acquisition Cost) is the single most overlooked but mission-critical number in your business. Ralph explains how top e-commerce CEOs and growth marketers win by outspending the competition profitably, why so many 8-figure brands still get this wrong, and how you can

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48:31

Defeat The New Google AI Max Landing Page Doomsday...

Perpetual Traffic ·

2025/07/04

In this episode of Perpetual Traffic, Ralph and Lauren are joined by Val Riley, Vice President of Marketing and Strategy at Unbounce, to tackle the latest disruptions in Google Ads' AI Max landing page requirements. As AI continues to reshape digital marketing, these changes could significantly impact how you design and optimize landing pages for Google Ads. This episode dives deep into practical strategies and insights to adapt to the new landscape and overcome the challenges presented by these

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35:18

The 1 Stunning Hack We Used to 3X Our Spanish YouTube...

Perpetual Traffic ·

2025/07/01

Ralph and Lauren break down the exact Most Valuable Activity (MVA) method that helped them triple their Spanish YouTube subscribers in just 30 days — without spending more on ads. From behind-the-scenes bloopers to real talk on Gen Z team management and daily goal setting, they reveal how a simple shift in focus can transform your channel growth. Tune in for tactical steps and raw insights you can implement today to scale faster with the same resources.Chapters:00:00:00 - Kickoff: Meet Ralph &

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44:30

9.7X MER in 2 Months: Meta Advantage+ Case Study Pt. 2

Perpetual Traffic ·

2025/06/27

Ralph and John return to the "performance kitchen" to unpack a radical shift in digital advertising strategy. Discover why ungated webinar content, pre-click education, and native storytelling inside ad sets are outperforming traditional funnel tactics. John breaks down how a $120 glove brand scaled with a sub-$20 CPA—without touching the campaign for over a month—and why Meta's Andromeda update is forcing advertisers to master content, not just structure. If you're still gating your best material,

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