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 over...
10
2 Big Reasons Why Meta Isn’t Optimizing for Sales Anymore
<p >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.</p><p >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 conversions, is the future of effective ad buying.</p><br><p >Plus, you’ll...
Are You STILL Using Outdated Meta Andromeda Ad Strategies?
<p >Apply to Work With Tier 11: https://www.tiereleven.com/apply-now</p><p ><br></p><p >If 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.</p><p ><br></p><p ><br></p><p >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 tal...
How to Create a 'Moat' Around Your Company/Department Like Meta
<p>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.</p><p>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 for it. It's a perfect example of...
Stop Wasting Ad Spend: This Tool Guarantees Accurate Customer Data
<p>Stop losing customer insights to privacy blockers! Make confident, data-driven marketing decisions with Tier 11’s Data Suite.</p><p>Learn more and schedule a call at: https://www.tiereleven.com/what-we-do/data-suite </p><p>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?</p><p><br></p><p>In today’s episode, we tackle a crucial topic for anyone managing Meta ads: how to optimize data for accurate results. Joined by C...
Stop Pausing Winning Ads With Meta Andromeda, Kill Conversions Instead - Part 2
<p>Apply to Work With Tier 11: https://www.tiereleven.com/apply-now</p><p>Are 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.</p><p>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 directional signals matter more than platform-reported conversions, and how Shopify and bl...
Stop Pausing Winning Ads With Meta Andromeda, Kill Conversions Instead - Part 1
<p>Apply to Work With Tier 11: https://www.tiereleven.com/apply-now </p><p>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.</p><p>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 ads didn’t just hurt Meta; it dragged down Amazo...
The Biggest Creative Trends in 2026 REVEALED With Reza Khadjavi
<p>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.com</p><p>Are 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 conversions.</p><p>Reza explains how understanding your audience’s organic consum...
The Singular Fatal Mistake Service Businesses Make with Opt-Ins, MQLs & SQLs
<p>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.</p><p>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 explore why this happens and how you can fix it. </p><p>From the crucial need...
How to Crush It With GLP-1s & TRTs on Meta Using “The Sticky Pixel Strategy”
<p>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.</p><p>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 that would be nearly impossible if you used traditional Google Ads. </p><p><br></p><p>We explore the real...
The Little-Known AI Creative Research Tactic to Hack Meta Andromeda
<p>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/prompt</p><p>Are 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.</p><p>In this episode, Cole Turner from Tier 11 breaks down a smarter way to do market resea...
