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
Oct 31, 2025 • 45min
Stop Losing Clients! Master Saying the Quiet Part Out Loud to Close Deals
Oren Klaff, a master of persuasion and author of 'Pitch Anything', provides invaluable strategies on negotiating with confidence. He emphasizes the importance of building genuine desire in clients to close deals effectively. Oren discusses the power of status in negotiations, explaining the difference between physical and cognitive status. He also shares insights on saying the 'quiet part out loud' to reset expectations and advises using clear choices to gauge prospects’ intentions. Get ready to level up your negotiation skills!
10 snips
Oct 28, 2025 • 27min
The Pros and Cons of Meta’s New Advantage+ Creative Image Generator Tool
Explore the intriguing trade-offs of using Meta’s Advantage+ Creative Image Generator. Discover how AI can enhance conversions while subtly altering your brand’s creative integrity. Hear about unexpected outcomes from real campaigns, including the dilemma of sacrificing control for performance. Delve into the challenges of maintaining brand consistency across various formats and learn about the nuances of manual versus automated content creation. This discussion uncovers the potential risks of relying too heavily on AI in advertising.
13 snips
Oct 24, 2025 • 50min
Stop Pausing Winning Ads! Andromeda Ad Strategy That Changes Everything
John Moran, Chief Strategist at Tier 11, dives into the transformative impact of Meta's Andromeda update. He reveals why traditional ad strategies can stifle growth, emphasizing that metrics like CPA alone can be misleading. Through case studies, he illustrates how creative sequencing and first-click insights reveal true ad performance. John also discusses the effectiveness of user-generated content versus product ads, urging listeners to rethink ad optimization and spend strategies for better scaling in the new Meta landscape.
Oct 21, 2025 • 43min
Did Advantage+ Creative Image Generation Just Kill Manual Ad Design?
Dive into the fascinating world of Meta's new creative testing tools! Discover how Advantage+ AI image generation is reshaping ad design and testing. Hear real campaign results and learn about the quirks of Meta's budget distribution. Explore the benefits and challenges of AI-generated creatives, including on-brand variations and custom edits. Plus, gain insights on avoiding overspending and aligning with client brand standards. Get ahead of Meta's automation to optimize your ad campaigns!
Oct 17, 2025 • 53min
3 Mind-Boggling Ways Triple Whale Is Screwing Your Business
In this conversation, John Moran, a media-buying and data expert from Tier 11, dives into the pitfalls of relying on Triple Whale for ad attribution. He reveals that these platforms can misreport up to 30% of revenue. John shares case studies highlighting how clients improved ad performance by switching their tracking methods. Plus, he discusses creative diversification strategies, the importance of backend metrics, and tips for effectively lowering CPA. Get ready to challenge your attribution models for better business results!
17 snips
Oct 14, 2025 • 25min
$100M Money Model Case Study: How to Squeeze Money Out of Your Non-Ideal Customers - Part 2
Discover how to transform cold traffic into high-ticket clients using practical strategies from a successful case study. Learn about the resurgence of membership models and the importance of speed-to-lead for immediate client engagement. Explore the art of downselling and how to effectively qualify leads using Typeform knockouts. Plus, uncover techniques to diagnose objections and create valuable downsells that lead to upsells. Get ready to maximize revenue and improve your sales funnel!
41 snips
Oct 10, 2025 • 32min
$100M Money Model Case Study: How to Squeeze Money Out of Your Non-Ideal Customers - Part 1
Discover how to transform free trials into customer magnets with innovative, risk-free strategies. Learn about the 'Win Your Money Back' model that rewards customer engagement instead of offering unconditional refunds. The hosts share insights on structuring effective free trials, implementing conditional offers, and creating continuity programs that drive future purchases. Real-world examples illustrate how to hook customers with milestones and how webinar strategies can elevate sales success.
Oct 7, 2025 • 27min
PMAX vs. Standard Shopping: The $80K Test That Shocked Us
John Moran, a Senior ad strategist at Tier 11 and Google Ads expert, dives into the intriguing comparison between Standard Shopping and Performance Max campaigns. He reveals the surprising results from a $40K test, demonstrating that while Performance Max often promises efficiency, Standard Shopping frequently outperforms in terms of new customer acquisition. Moran discusses campaign behavior, ROAS limits, and why Standard Shopping can adjust budgets better. This episode is a goldmine for marketers looking to optimize their ad strategies!
17 snips
Oct 3, 2025 • 31min
The Future of Media Buying: John Moran on cAPI Imports + Edge Tagging (Part 2)
John Moran, founder and ad strategist at Tier 11, shares cutting-edge insights on media buying and AI. He discusses the importance of content diversification and creative testing to engage audiences effectively. John simplifies the concept of model data, addressing how attribution can mislead scaling decisions. He also emphasizes the need for first-click edge tagging to ensure accurate measurement. His tips on consolidating campaigns and iterating creatives reveal how to optimize ad spend and achieve real results in today's dynamic advertising landscape.
9 snips
Sep 30, 2025 • 32min
The Future of Media Buying: John Moran on cAPI Imports + Edge Tagging (Part 1)
Join John Moran, a digital media and data strategist from Tier 11, as he dives into the evolving landscape of media buying. He emphasizes why traditional sales counting is outdated and explores the powerful concept of 'first click edge tagging' to enhance marketing attribution. John reveals how brands can capture clean data and refine their strategies, showcasing a case study where a beauty brand dramatically reduced their cost per acquisition. Discover how to align your ad efforts with true business goals and the impact of auto-targeting on campaign effectiveness!
