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
Dec 16, 2025 • 45min
The #1 Critical Element Missing from Your 2026 Marketing Strategy
Preparing for 2026? Focus on setting specific, measurable goals to pave the way for success. The importance of transparent, company-wide objectives is highlighted, ensuring alignment across departments. Learn how to break down annual goals into manageable steps and map resources effectively. Real-world examples, including insights from Disney, stress the significance of diverse voices in planning. Plus, avoid marketing missteps by actively engaging your team in the process. It's time to start planning and take ownership of your future!
11 snips
Dec 12, 2025 • 47min
The New Meta “Feeder Strategy” That Breaks Andromeda (Full Walkthrough)
In this insightful discussion, guest John Moran, a performance marketer known for his innovative strategies, dives into Meta's Andromeda retrieval engine and its impact on advertising. He reveals how to reap the benefits of creative diversity to avoid algorithm pitfalls. John shares a fascinating case study on overcoming product concentration issues, resulting in significant improvements in CTR and CPC. He highlights the power of story-driven creatives and strategies for scaling ad spend effectively, all while maintaining healthy portfolio performance.
30 snips
Dec 9, 2025 • 37min
The #1 Communication Book Everyone Needs to Read in 2026 with Charles Duhigg
Join Charles Duhigg, bestselling author known for his insights on behavior and communication, as he reveals the secrets to effective interactions. He discusses the three types of conversations—practical, emotional, and social—and how understanding them can enhance trust in marketing. Duhigg shares techniques for turning shallow questions into deep dialogue, like the art of 'looping' to show you're truly listening. Learn how subtle communication in ads can create genuine engagement and why small courtesies online can significantly reduce conflict.
Dec 5, 2025 • 48min
5 Secrets of AdRoll's CTV Breakthrough REVEALED With Vibhor Kapoor
Vibhor Kapoor, Chief Business Officer at NextRoll, dives deep into the evolving landscape of connected TV (CTV) advertising. He reveals how CTV has transformed from a brand awareness tool to a precise full-funnel performance channel. Discussion highlights include the importance of audience data, impactful repurposed social creatives driving higher ROAS, and innovative AI strategies for budget optimization. With real-world success stories, Vibhor showcases why integrating CTV into your marketing mix is essential for 2026 and beyond.
Dec 2, 2025 • 42min
STOP: Analyze These 3 Crucial Buyers Post-BFCM to Maximize Q4 Profit
As the Black Friday frenzy winds down, insights on profit versus sales volume take center stage. Learn how successful planning must start months in advance to protect future margins. Discover the three buyer groups to analyze for real profitability: donor, reactivated, and new buyers. Find out how steep discounts affect profit, and why CFOs should be involved in setting offers. Tips on converting BFCM buyers into loyal customers and monitoring repurchase rates are also shared to maximize Q4 success.
4 snips
Nov 28, 2025 • 36min
The New Meta GEM Update + The Secret to Meta’s Andromeda Revealed with Andrew Foxwell - Part 2
In this engaging talk, Andrew Foxwell, a digital marketing consultant and founder of Foxwell Digital, delves into the transformative GEM and Andromeda updates from Meta. He emphasizes the critical role of creative diversification, explaining how varied ad strategies can enhance performance. Andrew offers actionable insights for low-budget advertisers and discusses the importance of targeting niche audiences. He also shares tips on hiring creative talent and rethinking agency structures for success in the evolving landscape of Meta advertising.
Nov 26, 2025 • 33min
The New Meta GEM Update + The Secret to Meta’s Andromeda Revealed with Andrew Foxwell - Part 1
Andrew Foxwell, co-founder of Foxwell Digital and an expert in Meta advertising, dives into the game-changing GEM update. He reveals how Meta's new ad delivery 'central brain' reshapes ranking and scaling. Discover the crucial role of organic content and cross-platform signals in boosting ad performance. Andrew emphasizes the need for creative diversification—at least 30 fresh ad concepts monthly! He also advises on how to train GEM effectively and shift towards a creative-first marketing approach to stay ahead of these changes.
Nov 21, 2025 • 25min
SaaS Case Study: The Lazy Way to a 26.31 MER Using Creative Diversification
Discover how a SaaS company skyrocketed its revenue from $1,300 to $393,000 monthly by revamping its ad strategy. Learn the importance of creative diversification in navigating Meta's Andromeda algorithm. The hosts delve into effective frameworks like the NCAC reducer and the transformative story ad structure. They unveil how leveraging both Meta and Google Ads can lead to significant cost savings while maximizing returns. Tune in for actionable insights on optimizing ad spend and achieving sustainable growth!
10 snips
Nov 18, 2025 • 27min
How We Slashed nCAC $44 to $25 in 10 Days with Meta Andromeda
John Moran, a digital ads practitioner from Tier 11, shares insights on media buying, focusing on the transformative Andromeda model. He discusses how creative diversification is crucial, illustrating this with a case study where NCAC dropped from $44 to $25 in just 10 days. John emphasizes the importance of first-click tracking and continuous creative iterations. The conversation reveals why understanding Meta's attribution model is essential and how new creative strategies can dramatically enhance ad performance.
Nov 14, 2025 • 34min
The Invisible AI Underbelly That No Marketer Knows About...Until Now (PART 2)
Big tech companies like Google and Meta are pouring billions into AI, redefining digital marketing. The Meta Andromeda update is revolutionizing ad performance through creative diversification. Discover how AI isn't just a trend but a crucial tool for marketers. Learn practical steps to automate tasks you dislike and improve productivity. The discussion highlights the hidden infrastructure of AI, including data centers and the economic implications of AWS's growth. It's time to embrace AI or risk falling behind the competition.
