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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

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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45:45

Why You’re Onboarding Your Leads Wrong and What To Do...

Perpetual Traffic ·

2025/06/24

Lauren Petrullo, founder of Mongoose Media, dives deep into her revolutionary "Email Triage" strategy—an AI-enhanced approach to onboarding emails that radically departs from stale templates. Learn how she reengineers the traditional 5–14 email sequences into dynamic, ultra-relevant pathways that scale personalization without sacrificing automation. Whether you're running an eComm brand, SaaS startup, or B2B agency, this episode will challenge how you welcome leads and redefine your first

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48:06

Decode Google’s New Diabolical Landing Page Changes...

Perpetual Traffic ·

2025/06/20

Are your B2B ads mysteriously tanking on Google? In this explosive episode, Ralph and Lauren sit down with landing page expert Tas Bober, founder of The Scroll Lab by Delphinium, to unpack Google’s stealth February 2025 landing page compliance update—a change that’s silently sabotaging paid traffic across the board. Tas reveals how Google’s AI is now judging your UX with teacher-level scrutiny, how rage scrolling signals are reshaping campaign performance, and why navigation and anchor links are now

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56:34

The Muddled Attribution Puzzle Solved: Scott...

Perpetual Traffic ·

2025/06/17

Ralph and Lauren welcome back Scott Desgrosseilliers, CEO of Wicked Reports, to dive into the biggest frustrations plaguing marketers today: accurate attribution. Scott unveils his brand-new “5 Forces” framework, a methodology born out of frustration, testing, and maybe a little time on the toilet—but designed to help marketers and entrepreneurs unlock hidden revenue from their existing data. You’ll learn why most attribution models fail, what metrics actually drive profits, and how to stop flying

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01:03:57

Killer Meta Advantage+ Case Study: 1 Campaign, 1 Ad...

Perpetual Traffic ·

2025/06/13

Meta Ads are evolving—and if you’re still clinging to Advantage+ Shopping campaigns, you’re already behind. In this high-impact episode, Ralph Burns and John Moran pull back the curtain on their $4M+ test using Meta’s new Advantage+ Sales Campaigns, breaking down what’s working right now in the face of Meta’s June 25th switchover. You’ll hear why "one campaign, one ad set, 50 ads" is more than just a tactic—it’s the future. Whether you’re running a low-volume brand or managing high-ticket spends,

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30:43

(Replay) 5 AI video tools you can’t live without with...

Perpetual Traffic ·

2025/06/10

Ralph Burns and Lauren Petrullo sit down with online video storytelling expert Ian Garlic to unpack the collision of artificial intelligence and video marketing. Broadcasting from the legendary Casa de Garlic, they dive into how AI is reshaping content creation—and the critical difference between smart augmentation and soulless automation. Ian shares insider tools, real-world use cases (including a wild Florida Bar AI debacle), and a framework for scaling video that connects, converts, and ranks

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44:36

(Replay) How to Use Video to Sell Stuff….The Right...

Perpetual Traffic ·

2025/06/06

Ralph and Lauren sit down with Ian Garlic, the founder of Video Case Story, to uncover the most effective ways to use video for sales. While most brands flood social media with endless content, Ian reveals why simply creating more video isn’t enough. Instead, he shares a strategic approach to video marketing—one that moves prospects seamlessly from awareness to purchase without relying on traditional ad clicks. Whether you’re struggling with attribution, unsure if your video efforts are paying off,

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26:09

3 Astonishing Ways Tier 11 Is Using AI Right Now

Perpetual Traffic ·

2025/06/03

Ralph Burns takes you inside a real Tier 11 agency call to reveal three groundbreaking ways his team is leveraging AI to supercharge Meta and Google ad accounts, streamline client reporting, and fast-track campaign buildouts. From using ChatGPT to rapidly generate Google Ads copy and keyword suggestions to integrating AI into agency-wide reporting frameworks, this episode delivers real, tactical insights you can implement right away. Stick around for the bonus AI method at the end — a client

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34:29

Decoding Meta AI: What Llama and Their NEW App Mean...

Perpetual Traffic ·

2025/05/30

Ralph and Lauren dive deep into the evolving role of AI within Meta’s ecosystem—particularly focusing on the implications of Meta’s $65 billion AI investment and the practical rollout of Llama and Meta’s in-app AI assistant. Lauren reports live from Virginia, where she’s attending a Congressional discussion on AI’s impact on small businesses, bringing front-line insights straight to Perpetual Traffic listeners. From personalized Meta AI chats in WhatsApp to the transformative potential for small

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33:29

The Least Sexy Task in Marketing You Must Do Now!

Perpetual Traffic ·

2025/05/27

Ralph Burns and Lauren Petrullo dive into the “ugly duckling” of digital advertising: tracking. Lauren reveals her own messy Meta event setup and why that mistake—yes, even from a pro—could be sabotaging your campaigns. Learn why placing a pixel isn’t enough, what event match quality (EMQ) really tells Meta, and how CAPI fixes data loss issues caused by browser-side limitations. This is Part 1 of a 3-part tracking mini-series... and it starts with full transparency and a touch of public

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45:14

Beauty & Wellness Creative Domination: The 3-Step...

Perpetual Traffic ·

2025/05/23

Ralph Burns welcomes back creative powerhouse Lauren Schwartz, Paid Media Creative Expert and founder of The Loft 325. Together, they break down the 3-Step Creative Formula that’s generating massive results for beauty and wellness brands in a hyper-competitive ad landscape. Lauren reveals how to audit creative, identify conversion gaps, and scale customer acquisition using a proven process. Whether you manage seven-figure accounts or are just getting started, this episode offers actionable advice

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42:15

[Case Study]: 5 Steps to High-Converting On-Brand...

Perpetual Traffic ·

2025/05/20

Ralph Burns and Lauren Schwartz return for the third installment of the Beauty Brand Scaling Series—and it’s their most tactical one yet. They pull back the curtain on the exact creative strategies that consistently scale 7- and 8-figure beauty brands. You’ll hear how brands fall into the trap of choosing aesthetics over performance—and why that’s costing them real revenue. Ralph breaks down why creative is the biggest gear in Tier 11’s conversion engine, while Lauren shares how their system blends

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01:05:42

[Breaking]: How to Test (& De-Dupe) Meta Advantage+...

Perpetual Traffic ·

2025/05/16

In this special Tier 11 lab episode, Ralph Burns and John Moran pull back the curtain on a powerful new Meta ad tactic: the CAPI import strategy. Learn how to eliminate costly data duplication, master new customer acquisition cost (NCAC) tracking by individual SKU, and scale your Advantage+ campaigns using a two-ad-set system that blends testing and scaling. If you’re running Meta or Google Ads and want accurate reporting, optimized spend, and smarter campaign architecture, this is the episode to

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