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
Apr 18, 2025 • 33min
How The Top Beauty Brands Turn Online Trends into Advertising Performance
Lauren Schwartz, a paid media creative expert and founder of The Loft 325, shares her insights on transforming beauty brand advertising by leveraging emerging trends. She discusses creative strategies like food-inspired visuals and influencer authenticity, highlighting trends such as Hailey Bieber’s strawberry face and Halloween lash campaigns. Lauren reveals how blending relatable content with marketing drives ROI and the psychology behind capturing consumer attention. This conversation is packed with real-world tactics that empower brands to engage consumers meaningfully.
Apr 15, 2025 • 50min
Beauty & Wellness Brands: How to Crush Your Creative with Lauren Schwartz
In this discussion, Lauren Schwartz, Creative Director at Tier 11 and ex-The Loft 325, shares her insights on effective marketing in the beauty and wellness space. She highlights the importance of bridging communication gaps between clients and creative teams to produce profitable ads. Schwartz emphasizes using data over subjective opinions, advocating for authentic storytelling that resonates with consumers. She also discusses how dynamic visuals and strategic bundling can significantly boost sales, redefining success in a crowded market.
8 snips
Apr 11, 2025 • 47min
[Premium Beauty & Wellness Case Study] How We Increased New Customers 73% & Sales 57% in Q1 2025!
Discover how a beauty and wellness brand skyrocketed its sales by 57% and attracted 73% more customers through innovative strategies. Long-form video content and targeted Meta ads played a crucial role in their success. The discussion emphasizes the importance of understanding customer needs and leveraging data for smart marketing. Learn about increasing average order value and how a creative approach can drive conversions without relying on TikTok or short-form content. It's a must-listen for DTC brands eager to scale effectively!
10 snips
Apr 8, 2025 • 29min
How CMOs & Marketers Can Profit From Trump’s Disastrous Tariffs
Recent tariffs are reshaping the marketing landscape, creating challenges and opportunities. The hosts reveal how many industries are struggling with rising costs and ad inefficiencies, including a staggering $1.2 million in wasted budgets. They suggest that now is the perfect time for bold advertising strategies, drawing insights from the 'Warren Buffet mindset.' Innovation thrives in chaos, and businesses are encouraged to pivot and adapt to these changes. Sustainability may also rise from adversity, using recycled materials and advanced technologies to create new possibilities.
7 snips
Apr 4, 2025 • 46min
3 Jaw-Dropping Takeaways from Shoptalk & SXSW
Ralph and Lauren dive into their whirlwind experiences at major marketing conferences. They discuss the absurd costs of vendor booths and the strange but humorous encounters along the way. Lauren reveals the power of embracing 'radical inconsistencies' in marketing to resonate with Gen Z. The conversation turns to innovative loyalty strategies, like using shopping data to engage customers. Expect a mix of wild stories and eye-opening insights on the future of brand building and customer experience.
10 snips
Apr 1, 2025 • 1h 5min
Answered: How Can I Do What I Do Best & Outsource The Rest?
Ralph Burns shares his compelling transformation from affiliate marketer to agency owner. He emphasizes the power of delegation to boost productivity, urging listeners to focus on their core strengths. The conversation navigates through the challenges of media buying and the crucial role of smart hiring. Insights on scaling businesses with systems over individual talent reveal valuable strategies. Additionally, trends in data utilization and influencer marketing come to light, offering listeners a roadmap for future success.
12 snips
Mar 28, 2025 • 39min
[Live Demo] How to Determine an Membership/eComm Biz’s nCAC
In this engaging session, John Moran, a strategist at Tier 11 specializing in digital marketing and financial growth, reveals actionable strategies for scaling businesses. He breaks down crucial metrics like Net Allowable CAC and customer lifetime value while emphasizing the importance of data accuracy. The discussion dives into optimizing membership-first funnels and smart ad spending to avoid scaling pitfalls. Listeners learn how to enhance customer acquisition and retention, making informed decisions for sustainable growth across eCommerce and membership models.
16 snips
Mar 25, 2025 • 31min
5 AI video tools you can’t live without with Ian Garlic
Ian Garlic, an online video storytelling expert and founder of Video Case Story, discusses the transformative impact of AI on video marketing. He distinguishes between effective smart augmentation and the pitfalls of soulless automation. Ian shares essential AI tools like Descript and Airtable, showcasing their real-world applications. The conversation also touches on the necessity of human intuition in content creation and how imperfections can enhance audience trust. A riveting look at AI's potential and the need for authenticity in storytelling!
24 snips
Mar 21, 2025 • 37min
(Part 2) Why ROAS Sucks: The New Marketing Metric Everyone Should Use…But Aren’t
Join John Moran, a digital marketing guru formerly at Solutions Eight, as he discusses why ROAS is a relic. He reveals a new, more reliable metric essential for scaling your business effectively. Dive into strategies for using Meta and Google in harmony to boost conversions, and uncover the importance of multi-channel attribution. With real-world case studies and focused budgeting tactics, Moran emphasizes treating marketing as an investment. Get ready to rethink your approach and maximize ad performance like a pro!
52 snips
Mar 18, 2025 • 48min
(Part 1) Why ROAS Sucks: The New Marketing Metric Everyone Should Use…But Aren’t
John Moran, a growth strategist and Google Ads expert at Tier 11, challenges the prevailing wisdom around Return on Ad Spend (ROAS). He explains why this traditional metric may be holding businesses back and advocates for new, more effective measures like Media Efficiency Ratio (MER) and New Customer Acquisition Cost (NCAC). Moran emphasizes the importance of a multi-channel, client-centric approach in performance marketing, urging marketers to focus on sustainable growth and profitability instead of vanity metrics.
