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 studies, and actionable campaign breakdowns. If you’re tired of wasting ad spend on campaigns that don’t convert, struggling to prove marketing ROI to executives, or overwhelmed by constantly changing platform algorithms and marketing tactics that promise results but deliver disappointment you’re in the right place. This show will give you the proven strategies from agencies managing millions in ad spend, behind-the-scenes campaign optimizations that actually work, and expert insights on marketing metrics that matter for real business growth. From Meta Ads and Google optimization to landing page conversion tactics and marketing attribution, each episode delivers actionable strategies you can implement immediately to improve your ROAS and scale your marketing efforts. Get all the free episode resources at perpetualtraffic.com 13+ million downloads | 700+ episodes | Weekly since 2015
Episodes
Meta's Andromeda update has disrupted digital marketing for good. But, we've cracked the code! We’re offering you 30 monthly deliverables,10 ad types, media buying, and access to Tier 11’s data suite to help you stay ahead.
Get our exclusive Creative Diversification Package at: https://www.tiereleven.com/cd
AI is not a buzzword. It is not a passing trend. It’s the future of marketing. In this episode, we explore why big tech co...
While other advertisers scramble to figure out Meta's Andromeda update, we've cracked the code! Our Creative Diversification Package will increase your ads’ reach by 50%+ and save you over $330k on agency fees.
Join the winning 0.01% businesses now at: https://www.tiereleven.com/cd
Do you feel overwhelmed by the speed of AI advancements? The tech world is evolving rapidly, making it a challenge to keep up, especially with...
Stop losing money on ads! Grab your copy of Tier 11’s FREE calculator with all the actors and formulas you need to determine the most important metric in your marketing efforts.
Download Your nCAC Calculator Now: https://www.tiereleven.com/ncac
Joining us today is Cole Turner, Growth Strategist at Tier 11. We break down how incorrect nCAC (New Customer Acquisition Cost) calculations can make you believe you're profitable when y...
Unlock the ultimate marketing advantage with Tier 11's Creative Diversification Package! Get 30 monthly deliverables,10 ad types, and access to the Tier 11 data suite. Available exclusively for 11 lucky businesses at: https://www.tiereleven.com/apply
Are media buyers becoming obsolete? With Meta’s Andromeda update and AI automating campaign optimization, most marketers are still stuck tweaking ads while missing the real levers...
Have you ever been in a negotiation and felt like you were just begging to close the deal? Oren Klaff, the master of persuasion and author of Pitch Anything, is back to show us how to take control of high-stakes business conversations.
We talk about the power of "status" in negotiations and how framing your offer makes all the difference. Oren breaks down the distinction between physical and cognitive status and how to leverag...
Do you really control your ads anymore or just think you do? The more Meta’s AI promises to optimize your performance, the more it quietly reshapes your creative and brand. Today, Lauren and I break down the hidden trade-offs behind Meta’s Advantage+ Creative Image Generator and why letting AI “help” your campaigns might not mean what you think.
Lauren shares her recent webinar launch results using Meta’s new creative tools an...
Do you still believe in “cut the losers and let the winners run”? After seeing what Meta’s Andromeda update is doing under the hood, that old-school strategy might be costing you real growth. In this Ad Lab session, John Moran and I break down how Andromeda completely rewrites the rules of campaign optimization and why CPA alone no longer tells the whole story.
We analyse live account data where spend doubled, CPAs held steady...
Have you ever run a Facebook ads test that completely defied logic? That’s exactly what happened to us, and it led to one of the most eye-opening conversations we’ve had about Meta’s new creative testing feature. In this episode, we explore the Meta AI tools for creative diversification.
Lauren shares her real campaign results from a live test using Meta’s latest Advantage+ creative tools. We also get into the details of how Meta’s ...
Do you feel like your ad spend isn’t adding up? What if the data you’ve been relying on is actually misleading you? In this episode, we uncover the dangers of inaccurate attribution models that could be costing you thousands in missed revenue and show you a smarter way to optimize your ads.
Tier 11’s John Moran breaks down how media buyers can fall into the trap of relying on third-party platforms like Triple Whale, which often misr...
Be sure to listen to Part 1 of this episode first for a complete understanding before diving into this one.
Are you leaving half your leads on the table? In this episode, we are using Alex Hormozi’s $100M Money Models to explore how to turn cold traffic into high-ticket clients. From mapping the customer journey to implementing conditional downsells, we break down exactly what works in marketing to maximize revenue without cutting p...
Stop losing money to free trials and outdated sales funnels! Apply now to access Tier 11’s data-driven strategies for front-end offers that convert.
Schedule a discovery call: https://www.tiereleven.com/apply-now
How do you turn a free trial into a customer magnet without the risks of an unconditional guarantee? Today, we’re sharing innovative strategies to attract and retain customers with compelling front-end offers. We’re br...
Ready to scale your ads with precision? Apply now to access Tier 11’s expert strategies and unlock smarter, data-driven growth for your business!
Schedule a discovery call: https://www.tiereleven.com/apply-now
Are you struggling to scale your Google Ads campaigns without losing profitability? In this episode, we compare Standard Shopping and Performance Max campaigns, two of Google Ads' most popular scaling strategies. &nb...
Ready to scale with precision? Apply now to access Tier 11’s expert strategies and unlock smarter, data-driven growth for your business!
Schedule a discovery call: https://www.tiereleven.com/apply-now
As the Meta and Google ad landscape continues to evolve, it’s no longer just about targeting customers. It's about creating ads that work for AI first. John Moran is back with more insights into refining your ad strategy to match ...
Stop guessing! Make data-driven marketing decisions with confidence with the Tier 11 Data Suite.
Get it here: https://www.tiereleven.com/what-we-do/data-suite
The rules keep changing. The days of manually targeting customers by demographics and psychographics are long gone. With Meta and Google embracing auto-targeting, auto-bidding, and combined campaign systems, counting sales after an ad is no longer enough.
In today’s ...
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/ncac
Today, we are analysing a case study of a membership site business that achieved incredible results through strategic marketing. The company, focused ...
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 ...
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 digit...
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 Int...
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 convers...
The easy shortcuts in digital marketing, like quick flips, four-hour workweeks, and AI-generated funnels, are gone! Former Perpetual Traffic co-host and Google Ads powerhouse Kasim Aslam joins us today to explore why the old playbook no longer works and why the future belongs to those willing to do the hard, unscalable work.
Kasim shares the thesis that changed how he approaches starting and scaling a business. From ...
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