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
Feb 7, 2025 • 24min
Trump’s Tariffs: The Marketing Opportunity & Impact Revealed
Ralph and Lauren dive into the impact of recent tariffs on marketing and business strategies. They discuss the hidden costs and consumer burden associated with these tariffs. The duo reveals how brands can pivot to find opportunities in market chaos, whether selling whiskey in Canada or navigating ads in the U.S. They emphasize the importance of adaptability and community-oriented marketing in uncertain times. Ultimately, it’s about turning economic shake-ups into unique advantages for savvy marketers!
Feb 4, 2025 • 28min
Part 2 - The 5 Step Formula to Determine Your nCAC
Discover the ins and outs of New Customer Acquisition Cost (nCAC) as Ralph and Lauren highlight hidden expenses that can derail your budget. They challenge common myths and unveil a formula that transforms your understanding of customer costs. The discussion includes vital insights on how seasonality affects profits, plus an exciting tool for tracking nCAC accurately. Listeners can also participate in an interactive challenge for a chance to win a strategy session—perfect for elevating your marketing game!
4 snips
Jan 31, 2025 • 24min
DeepSeek Explained: What Marketers Need to Know
Discover the rise of a game-changing AI firm, DeepSeek, ready to shake up the industry with budget-friendly solutions. Explore how venture capital is shifting towards innovative AI tools amidst trade restrictions. Delve into the ethical concerns surrounding AI chatbots and the pressing issue of data privacy. The complexities of data ownership in our cloud-driven world are unpacked, highlighting the risks of personal information sharing. Join the conversation about how these advancements are reshaping the future for businesses and consumers alike.
29 snips
Jan 28, 2025 • 38min
Part 1 - The 5 Step Formula to Determine Your nCAC
Discover the importance of New Customer Acquisition Cost (NCAC) as a key metric for business growth. Learn how to measure it effectively without getting lost in vanity metrics. Unpack the complexities of customer segmentation and its impact on digital advertising. Dive into the five-step formula for calculating Customer Lifetime Value (LTV) and why it matters for your strategy. Lastly, grasp the hidden costs that come with acquiring new customers and how to ensure profitability while optimizing marketing efforts.
Jan 24, 2025 • 1h 4min
The #1 Secret to Spending Less and Making More on Amazon
John Moran, a digital marketing expert from the Tier 11 team, shares groundbreaking insights on Amazon advertising. He discusses a game-changing strategy that combines less spending on Amazon with smarter ads on platforms like Facebook and YouTube to boost revenue. The conversation dives into the importance of understanding contribution versus attribution in marketing, optimizing ad performance, and navigating audience engagement. With actionable tips and engaging anecdotes, listeners will learn how to rethink their advertising strategies for better results.
7 snips
Jan 21, 2025 • 25min
Avoid This 1 Common Hiring Mistake at Your Own Peril
Discover the art of hiring smart and thinking big! The hosts discuss how setting ambitious 10X goals can revolutionize your business approach. Uncover the surprising twists that can occur during virtual interviews, revealing the importance of transparency and trust. Learn about navigating the hiring process with a focus on culture fit and attitude over mere skills. Plus, they share practical tips to avoid common pitfalls while building your dream team. Tune in for insights that can transform your hiring strategy!
Jan 17, 2025 • 35min
How to Make Your Present Better by Making Your Future Bigger
Ralph and Lauren dive into the power of thinking big, encouraging listeners to adopt a '10X' mindset instead of settling for mediocre goals. They share personal stories about the art of delegation and the freedom it can bring. Transforming dreams into actionable strategies becomes a key theme, alongside the importance of making sacrifices today for a brighter tomorrow. With captivating examples, they inspire listeners to aim higher, embrace intelligent failure, and invest in their growth and future success!
Jan 14, 2025 • 26min
[EXPOSED] What You Need to Know About The Honey Scam
A digital marketing scandal unfolds as the truth about the Honey browser extension is laid bare. Misattributed commissions and unethical practices are damaging the influencer community. Creators are caught off guard, facing significant losses and potential legal battles. The financial implications raise critical questions about brand trust and the future of affiliate marketing. With sharp insights and revealing analysis, the hosts dissect the fallout and what it means for digital marketers moving forward.
13 snips
Jan 10, 2025 • 48min
The Best of Perpetual Traffic 2024
Reflecting on the most impactful conversations of 2024, this discussion covers vital themes like effective delegation and business growth strategies. Insights from Dr. Robert Cialdini unearth the psychology of consumer behavior and influence. The speakers stress the importance of marketing performance indicators that align with financial goals. Listeners also gain valuable tips on hiring fractional CMOs and the art of scaling from six to seven figures. Tune in for groundbreaking strategies that resonate with entrepreneurs aiming for success.
Jan 7, 2025 • 54min
3 Astonishing New TikTok Features You Didn’t Know About…Until Now
Michelle Caglar and Jose Villalobos, senior product commerce experts at TikTok, share powerful insights on leveraging TikTok for marketing success. They dive into innovative tools like Smart Plus and GMV Max, which revolutionize campaign setups and maximize ROI. The duo emphasizes the importance of micro-influencers and authentic storytelling to engage audiences. They also discuss how brands can optimize their advertising budgets and harness the potential of TikTok Shop to scale effectively, making this a goldmine for marketers.
