Perpetual Traffic
Tier 11
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 overwhelmed by constantly changing platform algorithms and marketing tactics that promise results but deliver disappointment you’re in the right place.
This show will give you the proven strategies from agencies managing millions in ad spend, behind-the-scenes campaign optimizations that actually work, and expert insights on marketing metrics that matter for real business growth.
From Meta Ads and Google optimization to landing page conversion tactics and marketing attribution, each episode delivers actionable strategies you can implement immediately to improve your ROAS and scale your marketing efforts.
Get all the free episode resources at perpetualtraffic.com
13+ million downloads | 700+ episodes | Weekly since 2015
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 overwhelmed by constantly changing platform algorithms and marketing tactics that promise results but deliver disappointment you’re in the right place.
This show will give you the proven strategies from agencies managing millions in ad spend, behind-the-scenes campaign optimizations that actually work, and expert insights on marketing metrics that matter for real business growth.
From Meta Ads and Google optimization to landing page conversion tactics and marketing attribution, each episode delivers actionable strategies you can implement immediately to improve your ROAS and scale your marketing efforts.
Get all the free episode resources at perpetualtraffic.com
13+ million downloads | 700+ episodes | Weekly since 2015
Episodes
Mentioned books
Jan 27, 2026 • 40min
Stop Pausing Winning Ads With Meta Andromeda, Kill Conversions Instead - Part 1
John Moran, performance marketing pro and AdLab practitioner, breaks down Meta Andromeda ad realities. He explains why pausing “underperformers” can tank cross-channel revenue. Topics include analyzing ads by spend and engagement, protecting core campaigns with feeder strategies, and using hooks and click rates instead of short-term conversion metrics.
Jan 23, 2026 • 55min
The Biggest Creative Trends in 2026 REVEALED With Reza Khadjavi
Reza Khadjavi, CEO and co-founder of Motion, shares insights from their groundbreaking Creative Trends event. He highlights the convergence of organic and paid content and emphasizes the importance of 'psychological kill shots' for engagement. Reza discusses how creators should approach ads, leveraging audience signals to craft effective messaging. Discover the role of AI in maximizing creative effectiveness and the need for creatives to understand business dynamics. He also details how to innovate without creative fatigue by using diverse formats.
Jan 20, 2026 • 31min
The Singular Fatal Mistake Service Businesses Make with Opt-Ins, MQLs & SQLs
Are you overwhelming your leads with too much follow-up? Discover how excessive communication can kill your conversion rates. A case study reveals a client with a stunningly low 5% booking rate despite generating many leads. Learn the importance of precise data tracking and defining qualified leads. Find out how to clean up your CRM workflows and why simplifying your follow-up can significantly boost results. Adjust your strategies and watch your conversion rates soar!
Jan 16, 2026 • 48min
How to Crush It With GLP-1s & TRTs on Meta Using “The Sticky Pixel Strategy”
Join John Moran, a founder-level marketing leader and media buyer known for his expertise in Meta ads and the innovative 'Sticky Pixel' strategy. He shares insights on maximizing return on ad spend through creative diversification and the new Andromeda update. John reveals how his team achieved customer acquisition below the cost of a click, discusses the limitations of traditional audience testing, and showcases real-world applications that significantly lowered costs. Discover how to enhance your campaigns for better performance!
4 snips
Jan 13, 2026 • 38min
The Little-Known AI Creative Research Tactic to Hack Meta Andromeda
In this discussion, Cole Turner, a growth strategist from Tier 11, reveals innovative tactics for using AI in market research. He emphasizes the importance of deep emotional understanding over mere guessing in ad creation to increase conversions. Cole shares a live demo showing how a multi-step AI prompting process can swiftly gather voice-of-customer insights. He explains how to transform those insights into compelling ads and cautions against relying solely on AI without human oversight, highlighting the mix of technology and creativity for effective campaigns.
Jan 9, 2026 • 58min
How Advantage+ Sales is Changing the Meta Ads Game Forever
Join performance advertising expert John Moran, who has tested over $1 million on Meta's platforms, as he discusses the game-changing Advantage+ sales strategy. He sheds light on the dramatic shift from traditional targeting to AI-driven campaigns, revealing how this affects control over ad parameters. John also shares innovative tactics, like cAPI imports, to regain some lost targeting precision. Plus, learn how creative elements are becoming central to campaign success in this dynamic new advertising landscape.
Jan 6, 2026 • 45min
Why Your Organic Traffic Isn’t “Organic” (Brand Lift Breakdown + Feeder 2.0)
Joining the discussion is John Moran, a digital marketing expert at Tier 11, renowned for his work in ad strategy and the innovative feeder strategy. He highlights why many brands misinterpret their organic traffic as purely SEO success. John explains how paid ads significantly boost branded search and presents the myth of impression share. He dives into practical insights, like testing hook rates safely, using Google Search Console for brand lift measurement, and how to effectively scale multiple products using feeder strategies.
20 snips
Jan 2, 2026 • 33min
Top 4 Perpetual Traffic Episodes Most Advertisers Replayed in 2025
In a year-end recap, the hosts delve into the most replayed topics of the past year. They discuss the potential of AI-powered chatbots for boosting revenue through customer engagement. Advantage+ changes the game by stripping away targeting control, leading to broader optimization strategies. Misleading metrics in platforms cause costly pitfalls, while Tier 11's DataSuite offers a way to regain control. Additionally, insights on Meta's AI investments reveal how algorithms could reshape advertising strategies moving forward.
Dec 30, 2025 • 44min
Why Meta Is the Best Ad Platform on the Planet in 2026 Part 4
Explore the evolution of Meta's advertising engine, from custom audience uploads to the fallout from the Cambridge Analytica scandal. Discover how the iOS 14 update and TikTok's rise have pushed Meta to innovate, making 2026 the ultimate year for advertising. Learn about the groundbreaking Andromeda algorithm and the shift towards creative diversification, which is set to redefine marketing strategies. Uncover why creative now takes center stage and how to navigate privacy challenges in this transformed landscape.
Dec 26, 2025 • 39min
Why Meta is The Best Ad Platform on The Planet in 2026 Part 3
The discussion dives into the transformative journey of Meta advertising, showcasing its shift from hyper-specific targeting to a creative-driven model. Early success stories, like the pivotal launch of the News Feed, are contrasted with notable failures such as the controversial Beacon project. The impact of AI, particularly with breakthroughs like AlexNet, reshaped ad delivery and efficiency. Guest insights reveal how marketers must adapt to this new landscape to leverage Meta effectively as we look toward 2026. It's a fascinating reflection on innovation and its effects on advertising strategy.
