Cutting Ineffective Spend: Reducing Google While Keeping Revenue Stable

John explains cutting $40k in spend (Google) while top-line held steady, revealing wasted returning-customer spend.

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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 misreport up to 30% of revenue. He shares real-life case studies of clients who dramatically improved their ad performance by simply questioning their attribution model and switching to more reliable tracking methods.

If you use the wrong attribution model, you may end up running campaigns based on faulty data—putting your business at risk. Let’s teach you how to avoid these costly pitfalls and ensure your marketing strategy is powered by the most accurate insights available.

In this episode:

- Case study 1: The problem with Triple Whale tagging

- Case study 2: Lowering CPA from $44 to $25 in 10 days

- Practical tips for media buyers to optimize their campaigns

- When should you turn off Meta ads?

- Using Meta’s “Creative Fatigue” feature to optimize ads

- Comparing Meta ads and Google Shopping results

Resources Mentioned In The Episode:

Previous Ad Lab Sessions with John Moran: https://perpetualtraffic.com/?s=john+moran

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

Creative Diversification Playbook, Practitioners' Guide From Meta: https://perpetualtraffic.com/creative-diversification-playbook