Perpetual Traffic Podcast

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Tier 11
[email protected]
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Marketing Business Entrepreneurship
Audience & Performance Metrics
15.9K - 26.5K listeners Neutral 4.7 rating 1059 reviews 500 episodes USA
Monetization Metrics
30s Ad: $614 - $741 60s Ad: $720 - $847 CPM Category: Business
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2,940 subscribers 4,053 followers Facebook LinkedIn TikTok
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Perpetual Traffic is a twice weekly podcast that shares cutting-edge strategies on acquiring leads and sales for your business. The show is produced by Tier 11 and hosted by Ralph Burns and Lauren Petrullo. Traffic is the act of putting your product, service, or message in front of your target audience…it’s the act of acquiring customers online while also building goodwill, and is the lifeline of any business. So, whether you’re a media buyer yet to create your first Facebook or Instagram ad, a Director of Marketing or CMO managing a team of marketing specialists, or a CEO growing your business on your own, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the traffic strategies developed at Tier 11 with the real-life agency experience of the hosts. Listen to real stories of business owners and marketing executives just like you how they overcame struggles with digital marketing and online advertising. Learn how to make Facebook advertising, Instagram advertising, YouTube advertising, Twitter advertising, Google AdWords advertising, LinkedIn advertising, (and more) work for your business.

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  • Contact us: hi***@tiereleven.com
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https://www.tiereleven.com/contact

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Recent Hosts, Guests & Topics

Here's a quick summary of the last 5 episodes on Perpetual Traffic.

Hosts

Ralph Burns Lauren Petrullo

Previous Guests

John Moran
John Moran is a digital marketing expert and a key member of the Perpetual Traffic team. He specializes in analyzing advertising strategies and has conducted extensive research on Meta's advertising platform, particularly focusing on the implications of new features like Advantage+ and CAPI. With a background in media buying and campaign optimization, John provides valuable insights into maximizing ROI for businesses navigating the complexities of digital marketing.
Chris Martinez
Chris Martinez is the founder of Bloom Partners and the architect behind Agency Freedom Live. With over a decade of experience in the digital marketing agency space, he has gained a reputation for exposing the challenges and pitfalls that agencies face. Chris is known for his insights into the issues of bloated promises, shallow metrics, and the lack of accountability that can damage agency reputations. His work focuses on helping agencies scale effectively with real metrics and leadership strategies that foster client trust and operational clarity.
Lauren Schwartz
Lauren Schwartz is the Head of Creative Strategy at Tier 11 and the founder of The Loft 325. With a strong background in marketing and creative strategy, she specializes in helping beauty and wellness brands navigate the complexities of digital marketing, particularly in the face of challenges such as rising tariffs and advertising restrictions. Lauren is known for her innovative approaches to compliant creative strategies that drive conversions and her insights into future-proofing product messaging.

Topics Discussed

Meta Advantage+ Campaigns CAPI import strategy data duplication NCAC tracking campaign scaling Meta advertising digital marketing online advertising ad testing campaign architecture Meta Advantage+ Andromeda algorithm automation media buyers ad spend conversion optimization TikTok Shop Ads Pornhub Ads alternative ad networks B2B lead generation agency metrics client trust leadership accountability scalability beauty brands wellness brands tariffs Meta ad restrictions creative strategies product messaging marketing tactics Meta ads Advantage+ CAPI advertising strategies ROI algorithmic shift first-party data campaign strategies

YouTube Channel

Channel Info

Tier 11
@Tier11

Channel Stats

Subscribers: 2,940
Total Videos: 759
Total Views: 765,538
Joined: Dec 1, 2020
Location: United States

Description

Using our proven system, The Conversion Engine™, we help you, the purpose-driven business, achieve your vision by profitably acquiring more customers. We guide you via business metrics that matter—not marketing tactics—to ultimately achieve your vision.

Imagine Action Driving Ad Creative, Omni-Channel Media Buying, High-Converting Landing Pages, CRO, and LTV Boosting Email… All working as one to help your business grow. That’s what we call The Conversion Engine™.

#tier11 #googleads #facebookads #adagency #digitalmarketing #advertising #performancemax #tiereleven

Additional Info

Content Rating: None
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Instagram Profile

Instagram

Profile Info

@tier_11
Tier 11 - Scale Your Business with The Conversion Engine™

Account Stats

Followers: 4,053
Posts: 970

Account Status

Account Type: Business
Privacy: Public

Biography

📈Metrics that Matter, Growth that Scales
🤝 Agency specializing in Paid Advertising Growth
💎 $100M annual ad spend
Learn more about us ⤵️

Links

https://tiereleven.com/links

Episodes

Here's the recent few episodes on Perpetual Traffic.

0:00 1:05:42

[Breaking]: How to Test (& De-Dupe) Meta Advantage+ Campaigns with 100% Accuracy

Hosts
Ralph Burns Lauren Petrullo
Guests
John Moran
Keywords
Meta Advantage+ Campaigns CAPI import strategy data duplication NCAC tracking campaign scaling Meta advertising digital marketing online advertising ad testing campaign architecture

In this special Tier 11 lab episode, Ralph Burns and John Moran pull back the curtain on a powerful new Meta ad tactic: the CAPI import strategy. Learn how to eliminate costly data duplication, master new customer acquisition cost (NCAC) tracking by individual SKU, and scale your Advantage+ campaigns using a two-ad-set system that blends testing and scaling. If youre running Meta or Google Ads and want accurate reporting, optimized spend, and smarter campaign architecture, this is the episode to study.

Whether you're a CMO managing complex eComm portfolios or a media buyer navigating messy data, this one's packed with Tier 11's real-time breakthroughstested with their own money before hitting client campaigns.

Chapters:

  • 00:00:00 - Dive Into the Latest from Perpetual Traffic
  • 00:01:06 - Meet John Moran & the Game-Changing CAPI Import Shift
  • 00:02:19 - Killing Duplicate Data: The Key to Smarter Ad Spend
  • 00:04:09 - How Advantage+ and NAC Unlock Scalable Profits
  • 00:07:11 - Inside the Lab: Strategy Shakeups and Bold Rebrands
  • 00:09:22 - Real Ad Results: Behind-the-Scenes of a Meta Campaign Makeover
  • 00:22:04 - Breaking Down Metas New Campaign Framework
  • 00:34:19 - Creative Testing: Whats Actually Working Right Now
  • 00:34:57 - Perry Belcher's Email Playbook That Still Prints Money
  • 00:35:39 - The Secret Sauce: Layering Strategies for Maximum Impact
  • 00:36:00 - Your Weekly Traffic Fix + Hot Seat Q&A Begins
  • 00:37:30 - How to Capture Distressed Seller Leads (The Smart Way)
  • 00:41:54 - Unlocking the Power of the Feeder Strategy
  • 00:43:35 - Winning in High CPC Markets Without Burning Cash
  • 00:46:16 - How Small Brands Can Dominate with Feeder & Meta
  • 00:49:58 - YouTube Meets Demand Gen: The Feeder Funnel 2.0
  • 00:58:51 - Cracking the Code on Standard Shopping Optimization
  • 01:02:18 - Wrap-Up: Big Takeaways & What's Coming Next

LINKS AND RESOURCES:


Thanks so much for joining us...

0:00 35:02

What’s Working Now: Meta Andromeda Update, TikTok Shop Ads & Pornhub Ads?

Hosts
Ralph Burns Lauren Petrullo
Keywords
Meta Advantage+ Andromeda algorithm automation media buyers ad spend conversion optimization TikTok Shop Ads Pornhub Ads alternative ad networks B2B lead generation

Ralph and Lauren pull back the curtain on Meta’s latest Advantage+ transformation, powered by the underreported Andromeda algorithm. With Meta silently replacing manual campaign controls with full automation, the hosts dive into what this shift means for media buyers, business owners, and performance marketers. From breaking down Advantage+ Shopping's evolution to analyzing its strategic implications for ad spend and conversion optimization, Ralph and Lauren explain why understanding Meta’s AI is now mission-critical. If you're managing Meta ads in 2025, this episode is your wake-up call.

Chapters:

  • 00:00:00 – Dive Into the Chaos: Welcome to the Professional Traffic Podcast
  • 00:01:33 – The Truth About Meta’s Advantage+ and the Stealthy Andromeda Rollout
  • 00:03:17 – Hot Takes: Our Raw Reactions to Meta’s Automated Future
  • 00:05:28 – Meta’s $65 Billion Bet on AI—What It Really Means for Advertisers
  • 00:07:42 – Tariffs, Tension & Traffic: Why It’s Time to Diversify Beyond Meta
  • 00:11:41 – Beyond the Big Two: Alternative Ad Networks You Shouldn’t Ignore
  • 00:17:30 – Snapchat Isn’t Dead: Surprising Wins and What the Data Shows
  • 00:19:23 – TikTok’s Rise and the Platforms Quietly Dominating the Feed
  • 00:21:00 – Dollars and Downloads: The Platforms Driving Real Economic Growth
  • 00:21:09 – Threads is Blowing Up—Here’s What That Means for Marketers
  • 00:22:03 – Personalized Ads That Don’t Suck: Cracking the Relevance Code
  • 00:23:06 – Wait, Did We Just Say PornHub? The Untapped Traffic Opportunity
  • 00:24:15 – Can Threads Deliver Ad Results? Here’s the Smart Way to Find Out
  • 00:25:25 – TikTok’s Secret Superpower: B2B Lead Gen Done Right
  • 00:30:02 – Lead Quality Over Quantity: How to Actually Score Buyers
  • 00:31:07 – Mic Drop: Final Thoughts, Must-Know Takeaways, and Show Notes

LINKS AND RESOURCES:

0:00 37:17

Selling Your Agency for $10M+: The Untold Obstacles Revealed with Chris Martinez

Hosts
Ralph Burns Lauren Petrullo
Guests
Chris Martinez
Keywords
digital marketing agency metrics client trust leadership accountability scalability

Ralph and Lauren sit down with Chris Martinez—founder of Bloom Partners and architect behind Agency Freedom Live—to expose what’s really wrong with the digital marketing agency space. With over a decade of experience, Chris shares hard-earned lessons on how bloated promises, shallow metrics, and lack of accountability are destroying agency reputations. If you're tired of BS and ready to scale your agency the right way—with real metrics and leadership that delivers—this episode is your roadmap. Discover how to stand out in a sea of scammers, earn client trust, and transform chaos into clarity.

Chapters:

  • 00:00:00 – Kicking Off with Ralph & Lauren: You’re Not Gonna Want to Miss This One
  • 00:01:17 – Meet Chris Martinez: The Agency Leader Disrupting the Status Quo
  • 00:01:51 – Why Most Agencies Are Broken (And What Needs to Change Now)
  • 00:06:12 – The Numbers That Actually Matter If You Want to Scale Profitably
  • 00:11:58 – How to Stop Wearing Every Hat and Build a Real Team
  • 00:13:46 – Losing Clients? Here's What That Really Says About Your Agency
  • 00:17:57 – When Emotions Hijack Business: How to Lead with Data and Discipline
  • 00:18:48 – The Brutal Truth About Underperformers on Your Team
  • 00:20:24 – Don’t Skip This: The Power of Job Clarity and Measurable KPIs
  • 00:21:12 – Want Accountability? It Starts at the Top (Yes, That Means You)
  • 00:24:02 – Your Clients Aren’t Off the Hook: How to Hold Them Accountable Too
  • 00:26:39 – How to Audit Your Business and Set Profit-Driven Goals
  • 00:30:27 – Limited-Time Offer: How to Get Exclusive Access to Agency Freedom Live
  • 00:33:42 – Final Mic Drop: What It Really Takes to Build a Scalable, Respected Agency

LINKS AND RESOURCES:


Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

Unbounce - Code PT10off

0:00 26:27

How To Tariff-Proof Your Beauty & Wellness Brand with Lauren Schwartz

Hosts
Ralph Burns
Guests
Lauren Schwartz
Keywords
beauty brands wellness brands tariffs Meta ad restrictions creative strategies product messaging marketing tactics

Ralph is joined by Lauren Schwartz, Head of Creative Strategy at Tier 11 and founder of The Loft 325, to dissect the pressing challenges facing beauty and wellness brands in 2025. From skyrocketing tariffs (up to 145%) to ever-tightening Meta ad restrictions, Lauren shares how smart brands are adapting—using compliant creative strategies that still drive conversions. You’ll hear how to future-proof your product messaging, the hidden costs every marketer should be aware of, and the exact tactics that Tier 11 uses to scale through chaos. Whether you’re running a 7-figure wellness brand or looking to enter the space, this episode delivers punchy, practical advice to keep your pipeline flowing despite the hurdles.

Chapters:

  • 00:00:00 - Ralph Kicks Things Off: Welcome to the Wild World of Marketing
  • 00:00:24 - What’s Hot Right Now: Why This Series Matters More Than Ever
  • 00:01:26 - Tariff Shockwaves: How 145% Price Hikes Are Reshaping the Industry
  • 00:05:22 - Turning Pain into Profit: Creative That Wins in a Crisis
  • 00:08:57 - Founder-Led Content: Raw, Real, and Ridiculously Effective
  • 00:19:05 - The Art of the Hold: Smart Retention Tactics That Actually Work
  • 00:23:31 - Wrap-Up: Big Takeaways and Why This Matters to Your Bottom Line

LINKS AND RESOURCES:


Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

Mentioned in this episode:

Unbounce - Code PT10off

0:00 59:10

How Meta Ads Are Changing Forever: Advantage+ & cAPI Subterfuge REVEALED!

Hosts
Ralph Burns
Guests
John Moran
Keywords
Meta ads Advantage+ CAPI digital marketing advertising strategies ROI algorithmic shift first-party data campaign strategies

Ralph Burns and John Moran, the Perpetual Traffic team unpacks the massive Meta ad platform changes now affecting marketers globally. As Advantage+ campaigns edge out manual controls, Ralph and John expose what’s really going on under the hood—and what advertisers must do to adapt. With over $1 million in ad spend analyzed from their proprietary “lab,” you’ll get front-row insight into how Tier 11 is pivoting for better ROI using an unnamed—but highly effective—CAPI-based custom event system. If you’re a business owner, CMO, or media buyer navigating Meta’s new limitations, this episode is your tactical guide to staying ahead of the curve in 2025.

Chapters:

  • 00:00:00 – Why This Meta Update Will Change Everything You Thought You Knew
  • 00:00:58 – The Announcement That Shook Ad Agencies Worldwide
  • 00:03:08 – John Moran’s Million-Dollar Test Lab Drops Game-Changing Intel
  • 00:04:29 – The Secret Sauce: Merging Advantage+ with CAPI Like a Pro
  • 00:05:28 – Meta Just Moved the Goalposts — Here’s What That Means for Your Sales
  • 00:08:21 – If You're Still Running Ads the Old Way... You’re Already Losing
  • 00:09:03 – What 7-Figure Testing Reveals About Meta’s Algorithmic Shift
  • 00:11:05 – How AI + First-Party Data Are Quietly Rewriting the Rules of ROAS
  • 00:15:57 – This CAPI Tactic Could Be the Attribution Fix You’ve Been Begging For
  • 00:32:52 – Why Linear Data Flow Is Now the Backbone of Profitable Campaigns
  • 00:33:11 – Miss This Tracking Detail? Say Goodbye to Scaling Cleanly
  • 00:33:38 – The Disappearing Manual Button: What Meta Isn’t Telling You
  • 00:34:34 – The New Blueprint for Building Future-Proof Campaigns
  • 00:36:14 – Budget Allocation Tactics That Survive Meta’s Latest Chaos
  • 00:37:02 – Audience Strategy 3.0: Custom Signals That Cut Through the Noise
  • 00:51:07 – What Real Creative Testing Looks Like (Hint: It’s Not What You Think)
  • 00:53:35 – Final Fire: Live Q&A, Rapid Tactics, and Ralph’s No-BS Advice

LINKS AND RESOURCES:


Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on

Ratings

Global:
4.7 rating 1059 reviews

USA

4.7 ratings 752 reviews

UK

4.8 ratings 102 reviews

Canada

4.8 ratings 93 reviews

Australia

4.8 ratings 88 reviews

New Zealand

4.8 ratings 11 reviews

South Africa

4.8 ratings 6 reviews

Ireland

5.0 ratings 4 reviews

Singapore

4.7 ratings 3 reviews