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...
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How to Tell If Your Agency Is Performing (Not Just Reporting)
<p>Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/audit </p><p>Are 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.</p><p>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 must always be the source of truth. We also share the que...
Is Your Agency Performing Or Just Reporting Well?
<p>Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/audit </p><p>Are 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.</p><p><br></p><p>We break down the issues we’re seeing in the agency space, including a shocking example of a business spending $30-40K a month without any...
Meta Andromeda 'Ice Cream Strategy' - Stop Killing Your Best Flavors!
<p>Partner with our Meta ads experts: https://www.tiereleven.com/apply </p><p>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."</p><p><br></p><p>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 actually plays out, and why you need multiple an...
How We Made a Personal Injury Law Firm $55.2M with Oli Liboy
<p>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. </p><p>Partner with our marketing experts today: https://www.tiereleven.com/apply </p><p>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 Google’s intent-driven platform, work together to generate both awaren...
How We Turned $25K into $184M in Personal Injury Settlements
<p>The right digital marketing strategy can turn high-cost clicks into millions in revenue. We want to help your business achieve this and more!</p><p>Partner with our marketing experts today: https://www.tiereleven.com/apply</p><p>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.</p><p>I’ll walk you through the specific steps we took, from installing tracking software to optimizing the site po...
How We Made a Personal Injury Law Firm $55.2M (Case Study)
<p>You can scale your business fast with the right digital marketing partners and strategy.</p><p>Partner with our Meta ads experts: https://www.tiereleven.com/apply </p><p>Are 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.</p><p>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 tracking and misaligned leads to a machine that c...
From $5M to $32M in 2 Years [Premium eCommerce Case Study]
<p>Stop settling for slow revenue growth! You can scale your business fast with the right digital marketing partners and strategy.</p><p>Partner with our Meta ads experts: https://www.tiereleven.com/apply</p><p>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.</p><p>We’ll talk about how we tackled some of their biggest challenges, from limiting customer...
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><br></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><p>Plus...
Are You STILL Using Outdated Meta Andromeda Ad Strategies?
<p>Apply to Work With Tier 11: https://www.tiereleven.com/apply-now</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 talk about the im...
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...
