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 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 • 30min
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 • 31min
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!
Sep 26, 2025 • 52min
Money Model Case Study: 52.7% Increase in Total Subscribers in 6 Months
Discover how a membership site achieved a staggering 52.7% increase in subscribers in just six months! The podcast dives into the importance of new customer acquisition costs (nCAC) and effective regional targeting strategies. Learn how they customized marketing with local hooks and creative visuals to resonate with specific audiences. Plus, hear about the balance of e-commerce and membership models, and innovative tactics that can boost retention and revenue. Ideal insights for anyone in the membership or e-commerce space!
20 snips
Sep 23, 2025 • 49min
Alex Hormozi’s $100M Money Models Launch: Debunked & Key Takeaways
Explore a game-changing content diversification strategy that slashed client lead costs by 50%. Discover Alex Hormozi's secret to success through giving away valuable content, leading to over $80 million in book sales in just 24 hours. Delve into tailored ad campaigns using Meta AI and learn the difference between marketing and sales qualified leads. The hosts reveal a case study on content diversification and share insights on why audiences often fail to implement new strategies. Tune in for actionable tips to scale your business!
Sep 19, 2025 • 38min
The #1 Lesson Marketers Can Steal From Cadillac's $450M Wager on F1
Explore how understanding Media Efficiency Ratio (MER) can transform marketing strategies. Discover the vital need to reconnect with customers when budgets are tight, and the necessity of setting clear business goals. Learn from Cadillac's big bets on F1, showing how investment in branding and experiential marketing can pay off. Plus, find out why patience and strategic planning are crucial for long-term growth over short-term gains. It's a masterclass in refocusing marketing fundamentals!
Sep 16, 2025 • 47min
Flip the Script: A Masterclass on Pitching Anything With Oren Klaff
Oren Klaff, a leading expert in sales and negotiation, challenges traditional sales tactics with his unique insights. He reveals why neediness can sabotage deals and emphasizes the importance of maintaining high status in sales calls. Oren shares practical techniques for setting boundaries and holding clients accountable, arguing that genuine persuasion requires confidence and authority. His experiences highlight the need for authentic relationships and the consequences of misaligned partnerships, making this conversation a must-listen for aspiring sales strategists.
15 snips
Sep 12, 2025 • 52min
Google AI Max: What You & Your Landing Pages Need to Know with Andrew Miller
Andrew Miller, Co-Founder and VP of Client Services at Workshop Digital, shares his expertise on maximizing B2B conversions through landing page optimization. He discusses how AI and Google AI Max are revolutionizing SEO and the importance of leveraging first-party data. The conversation delves into aligning ad promises with landing page content for better user experience and lead quality. Andrew also highlights the necessity of tailored landing pages for distinct customer demographics, driving effective marketing engagement and programmatic efficiency.
7 snips
Sep 9, 2025 • 44min
Your Digital Marketing Autopsy: Surviving the AI Era with Kasim Aslam
Kasim Aslam, a Google Ads expert and former co-host with a portfolio of 17 businesses, dives into the evolving landscape of digital marketing. He argues that the old playbook is obsolete as AI and automation change the game. Instead of shortcuts, he advocates for the unscalable work that nurtures real connections. The conversation also highlights how focusing on human relationships can lead to lasting customer loyalty, especially as brands gear up for the competitive Black Friday and Cyber Monday. Join him for insights on navigating this new era!
21 snips
Sep 5, 2025 • 29min
The Unfair Advantage: How to Dominate BFCM as a Beauty Brand with Lauren Schwartz
Lauren Schwartz, Head of Creative Strategy at Tier 11 and founder of The Loft 325, dives into strategies for beauty brands to ace Black Friday and Cyber Monday. She discusses creative hooks that boost engagement and innovative product bundling to enhance value while maintaining profitability. Lauren highlights the importance of preparing throughout the year and provides insights on navigating discounts without diluting brand value. Get ready for actionable tips that can be implemented in less than a week to stand out in the holiday rush!
