How seasonality affects impression share

John illustrates with examples how demand growth and seasonality expand eligibility and change impression share.

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Episode notes

Are you convinced your SEO is outperforming paid ads and wondering why you’re still spending six figures on Meta and Google? That assumption might be one of the worst mistakes holding your growth back. We see it all the time: brands looking at last-click data, celebrating “free” organic revenue, and completely missing what’s actually driving demand.

In today’s episode, Tier 11’s John Moran breaks down a real client example showing why channel-vs-channel thinking is broken. We unpack how Meta creative diversification fuels branded search, why organic conversions are often downstream of paid traffic, and how Google Search Console exposes real brand lift.

We also dispel the impression share myth, explain why doubling spend rarely doubles results, and show how feeder strategies inside Meta Andromeda let you sell multiple products on command. You’ll understand how to read organic data correctly, test hook rates without risking massive budgets, and use feeder campaigns to unlock scalable growth across product lines.

In This Episode:

- Should you spend more on SEO or paid ads?

- Results from organic brand search

- Breaking the impression share myth

- The feeder strategy explained

- Testing the feeder strategy on multiple products

- How to test hook rates safely

- Hook rates for videos versus statics

Do you need help to scale your Meta ads in 2026?

Partner with Tier 11’s digital marketing experts: https://www.tiereleven.com/apply

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