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PODCAST

Perpetual Traffic

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

business marketing

All Episodes

23:57

Stop Saying This on Sales Calls (It Hurts Your Deals)

Perpetual Traffic ·

2026/04/07

Apply for our free $10,000 audit of your digital strategy: https://www.tiereleven.com/auditWhy 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 Klaff on why traditional sales tactics, including being polite, agreeable, and even “professional,” actually

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22:34

Why Pausing Meta Ads Based on CPA Is a BIG Mistake!

Perpetual Traffic ·

2026/04/03

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/auditEver 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 episode, we’ll uncover why focusing on CPA (Cost Per Acquisition) might be misleading and what you should do

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30:35

Why the Funnel Is Dead (And What Actually Drives...

Perpetual Traffic ·

2026/03/31

Stop spending more on an outdated digital strategy.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 based on siloed performance, you’re missing the bigger picture, and it’s costing you more than you

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27:07

The Funnel Is Dead. Here’s What Full-Funnel Actually...

Perpetual Traffic ·

2026/03/27

Isyourdigitalstrategyoutdated?Letourexpertsaudititandgiveyoutheblueprintyouneedtoscale.Bookyourspot:https://www.tiereleven.com/audit(only3spotsavailable).Areyouradsblendingin,allowingcheapercompetitorstowin?Ifyou’restillleadingwithproductfeaturesandprice,you’replayingalosinggame.Therealquestionis:areyousellingwhattheproductdoesorhowitmakespeoplefeel?Today,webreakdownamajorshiftwe’reseeingwithMetaandmodernperformancemarketing,wherebrandstorytellingisnolongeroptional.Wewalkyouthrougharealcasestudywitha

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19:59

Your Comments Section Is a Sales Floor. Is Anyone...

Perpetual Traffic ·

2026/03/24

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 we can't afford to ignore.In today’s episode, we talk about the overlooked power of post-click

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39:34

Still Relying on Old Funnels? Here’s What's Working...

Perpetual Traffic ·

2026/03/20

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 targeting not just existing customers but new and engaged audiences is necessary for driving real growth

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30:19

Your CAC Is Lying to You — Here's the Number That Isn't

Perpetual Traffic ·

2026/03/17

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 numbers, how can you be sure that your strategy is working?We’ll address these questions and share our thoughts

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21:24

One Budget Shift. 21.9% More Revenue: Here’s Exactly...

Perpetual Traffic ·

2026/03/13

Is your digital strategy outdated? Let us audit it and give you the blueprint you need to scale.Book your spot: https://www.tiereleven.com/audit (only 3 spots available).Are you still throwing money at ads, hoping to get better results? Well, that approach may be holding you back. In today’s episode, I’m sharing a powerful case study where a simple shift in marketing strategy resulted in a massive revenue boost, all while spending less.I break down how we adjusted our budget allocation across

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45:04

How to Tell If Your Agency Is Performing (Not Just...

Perpetual Traffic ·

2026/03/10

Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/auditAre 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 in-app metrics are often misleading, how platforms double-count conversions, and why your CRM or store data

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37:38

Is Your Agency Performing Or Just Reporting Well?

Perpetual Traffic ·

2026/03/06

Scale your business with the metrics that matter, not fabricated, self-serving marketing tactics.Partner with our team: https://www.tiereleven.com/applyAre 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 on your bottom line.We break

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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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719 results

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