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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

53:30

Money Model Case Study: 52.7% Increase in Total...

Perpetual Traffic ·

2025/09/26

Your marketing team needs a reliable formula to determine the most important metric to guide your company's marketing efforts. We’re talking about new customer acquisition costs (nCAC).Download your free copy of our nCAC calculator at: https://www.tiereleven.com/ncacToday, we are analysing a case study of a membership site business that achieved incredible results through strategic marketing. The company, focused on a recreational niche, achieved an outstanding 52% increase in total subscribers

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51:25

Alex Hormozi’s $100M Money Models Launch: Debunked &...

Perpetual Traffic ·

2025/09/23

Building a business and brand isn’t easy, but with the right strategy, the rewards are massive. In today’s episode, Lauren shares a powerful content diversification strategy that led to a client cutting their cost per lead by 50%.We also explore valuable lessons from Alex Hormozi, including his approach of giving away valuable content up front, without expecting anything in return. He achieved over $80 million in book sales in 24 hours after years of sharing free, valuable content with his

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39:36

The #1 Lesson Marketers Can Steal From Cadillac's...

Perpetual Traffic ·

2025/09/19

It's easy to assume that paid ads are the magic fix, but without understanding your numbers and setting clear business goals, you’re just throwing money into the void. But you’re not alone! Most marketers and business owners misunderstand what it really takes to scale, and it starts with customer conversations.Today, we’re sharing how many businesses, especially when strapped for cash, need to refocus their energy not just on digital ads but on getting back to the marketing basics. You need to

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46:35

Flip the Script: A Masterclass on Pitching Anything...

Perpetual Traffic ·

2025/09/16

You think you know how to sell until you hear Oren Klaff talk about it. Today, we’re hosting the man behind Pitch Anything and Flip the Script to uncover why most marketers lose deals before they even start. Oren doesn’t just challenge conventional sales wisdom. He flips it upside down, showing how neediness kills deals.Oren Klaff is a leading expert in sales, raising capital, and negotiation. As Director of Capital Markets for Intersection Capital, he has helped companies secure billions of dollars

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50:25

Google AI Max: What You & Your Landing Pages Need to...

Perpetual Traffic ·

2025/09/12

Many marketers focus solely on driving traffic but overlook the critical step that follows: the landing page. In this episode, Andrew Miller, Co-Founder and VP of Client Services at Workshop Digital, shares how landing page optimization (LPO) and leveraging first-party data can drastically increase the ROI of your marketing campaigns.With over 20 years of experience, Andrew has helped countless B2B businesses maximize their conversions by optimizing their post-click experience. We explore the

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45:17

Your Digital Marketing Autopsy: Surviving the AI Era...

Perpetual Traffic ·

2025/09/09

Your Playbook for Black Friday & Cyber Monday Creative that ConvertsSign up here:https://www.tiereleven.com/BfcmGet your Beauty Brand’s creative trend report from one of the most successful Creative Strategists, Lauren Schwartz.In this FREE webinar, you’ll get all the Angles, Styles & Hooks That Sell (Before Your Competitors Catch On.) Black Friday and Cyber Monday are the most competitive moments of the year for beauty brands, and the right creative is how you win. In this webinar, we’ll

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31:41

The Unfair Advantage: How to Dominate BFCM as a...

Perpetual Traffic ·

2025/09/05

Your Playbook for Black Friday & Cyber Monday Creative that ConvertsSign up here:https://www.tiereleven.com/BfcmGet your Beauty Brand’s creative trend report from one of the most successful Creative Strategists, Lauren Schwartz.In this FREE webinar, you’ll get all the Angles, Styles & Hooks That Sell (Before Your Competitors Catch On.) Black Friday and Cyber Monday are the most competitive moments of the year for beauty brands, and the right creative is how you win. In this webinar, we’ll

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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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664 results

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