Perpetual Traffic

FIRE Your Media Buyer: The Fix for Wasted Ad Spend

Nov 4, 2025
The conversation dives into the evolving role of media buyers in the age of AI, highlighting that optimizing beyond ads is essential. Key points include the importance of landing page congruency for conversions and effective email triage after the click. They emphasize disqualifying bad leads to enhance data hygiene, and why growth strategists are becoming crucial. Misleading metrics and the need for holistic funnel management are also discussed, along with strategies for improving customer journeys and boosting sales.
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ADVICE

Fix Your Data Flow First

  • Focus on the data flow back from funnels so platforms optimize for what you actually want.
  • Obsess over post-click experience and own first-party data to improve outcomes.
ANECDOTE

Landing Page Tweaks Drove Major Lift

  • Ralph described a client where small landing page tests produced major lift without extra ad spend.
  • The growth strategist implemented after-click fixes that improved candidate quality.
INSIGHT

Post-Click Is The Big Lever

  • The biggest lever often sits in post-click congruency, not the ad itself.
  • If clicks don't convert, your landing page or offer is the bottleneck.
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