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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

34:25

Meta Andromeda 'Ice Cream Strategy' - Stop Killing...

Perpetual Traffic ·

2026/03/03

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

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53:09

How We Made a Personal Injury Law Firm $55.2M with...

Perpetual Traffic ·

2026/02/27

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

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30:53

How We Turned $25K into $184M in Personal Injury...

Perpetual Traffic ·

2026/02/24

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

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51:10

How We Made a Personal Injury Law Firm $55.2M (Case...

Perpetual Traffic ·

2026/02/20

You can scale your business fast with the right digital marketing partners and strategy.Partner with our Meta ads experts: https://www.tiereleven.com/applyAre 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

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36:33

From $5M to $32M in 2 Years [Premium eCommerce Case...

Perpetual Traffic ·

2026/02/17

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 how we helped a $5M brand reach $32M in just two years. We’ll talk about how we tackled some of their

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42:01

2 Big Reasons Why Meta Isn’t Optimizing for Sales...

Perpetual Traffic ·

2026/02/13

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 optimization is key to staying ahead. We also explain why viewing your campaigns holistically, not just through

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40:05

Are You STILL Using Outdated Meta Andromeda Ad...

Perpetual Traffic ·

2026/02/10

Apply to Work With Tier 11: https://www.tiereleven.com/apply-nowIf 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 and explain how the Meta algorithm is designed to do the heavy lifting, if you let it. We talk about the

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57:24

How to Create a 'Moat' Around Your Company/Department...

Perpetual Traffic ·

2026/02/06

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 Lauren's company in which a team member took the lead to improve an internal process and created an SOP

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47:37

Stop Wasting Ad Spend: This Tool Guarantees Accurate...

Perpetual Traffic ·

2026/02/03

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 decisions for your business?In today’s episode, we tackle a crucial topic for anyone managing Meta ads: how

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27:05

Stop Pausing Winning Ads With Meta Andromeda, Kill...

Perpetual Traffic ·

2026/01/30

Apply to Work With Tier 11: https://www.tiereleven.com/apply-nowAre 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 strategy, and engagement metrics drove an 80% lift in new customers. We unpack why hook rate, CTR, and

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40:00

Stop Pausing Winning Ads With Meta Andromeda, Kill...

Perpetual Traffic ·

2026/01/27

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 derail your decision-making. We walk through a real example where shifting spend away from a core set of

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54:39

The Biggest Creative Trends in 2026 REVEALED With...

Perpetual Traffic ·

2026/01/23

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.comAre 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" (or killer hooks) and how to use them to craft content that not only stops the scroll but drives

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31:26

The Singular Fatal Mistake Service Businesses Make...

Perpetual Traffic ·

2026/01/20

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 example from one of her clients who was generating tons of leads but only achieving a 5% booking rate. We

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48:16

How to Crush It With GLP-1s & TRTs on Meta Using “The...

Perpetual Traffic ·

2026/01/16

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 reductions. His team has managed to acquire new customers for less than the cost of a click, something

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37:40

The Little-Known AI Creative Research Tactic to Hack...

Perpetual Traffic ·

2026/01/13

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/promptAre 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 marketers skip the hardest part and wonder why creative diversification never works.In this episode, Cole

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57:39

How Advantage+ Sales is Changing the Meta Ads Game...

Perpetual Traffic ·

2026/01/09

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 time. We discuss the shift from traditional targeting to AI-driven strategies in Meta’s Advantage+

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45:09

Why Your Organic Traffic Isn’t “Organic” (Brand Lift...

Perpetual Traffic ·

2026/01/06

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 down a real client example showing why channel-vs-channel thinking is broken. We unpack how Meta creative

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32:33

Top 4 Perpetual Traffic Episodes Most Advertisers...

Perpetual Traffic ·

2026/01/02

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 misleading, even with CAPI, and what Meta’s massive AI investments mean for marketers and small

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43:32

Why Meta Is the Best Ad Platform on the Planet in...

Perpetual Traffic ·

2025/12/30

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 update and the rise of TikTok have pushed Meta to adapt and innovate in ways that make 2026 the best time

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38:36

Why Meta is The Best Ad Platform on The Planet in...

Perpetual Traffic ·

2025/12/26

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, from the early days of right-hand rail ads and insane third-party data to what’s happening right now. We

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