Perpetual Traffic

Metas at it againmajor changes are rolling out inside the ad platform, and if you're not adapting, you're already behind. In this fast-paced episode, Ralph Burns and Lauren Petrullo rip into the new developments around Advantage+ campaigns on Meta. No fluff, no fillerjust hard-hitting insights on how the new algorithmic shift affects advertisers differently depending on their vertical, budget, and approach.

The duo breaks down whats really changing inside Meta, why this isnt just another temporary tweak, and how to adapt before its too late. Whether you manage multimillion-dollar campaigns or are just looking to optimize your ad spend, this is a tactical must-listen. Expect conversation on creative fatigue, campaign segmentation, broad targeting, and what "control" in Meta advertising actually means now.

Chapters:

• 00:00:00 Kicking Things Off: Whats Really Happening Behind the Ads
• 00:00:49 Meta Drops a BombshellHeres What You Need to Know
• 00:02:18 Is Advantage+ Your Friend or Foe? The Real Scoop Inside Ads Manager
• 00:05:17 What These Changes Actually Mean for Your Ad Strategy
• 00:12:39 Future-Proofing with Custom Conversions (Before Its Too Late)
• 00:19:13 Your Move: What Smart Advertisers Should Do Right Now

LINKS AND RESOURCES:

• Get Your nCAC Calculator Now!
• Maximize your campaign performance with AI.
• About Advantage+ sales campaigns
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

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

Ralph and Lauren strip back the curtain on what it really takes to lead a high-growth business without losing your health in the process. From Ralphs switch to veganism after two life-threatening heart events to Laurens obsession with Whoop and bio-tracking, they explore how personal wellness is the hidden lever behind sustainable business performance. You'll hear firsthand how metrics like HRV, sleep optimization, and even digital detoxes are giving these two agency founders a serious edgeand why ignoring your health could be your most expensive business mistake yet. If you're a data-driven leader ready to apply your marketing brain to your body, this episode is for you.

Chapters:

• 00:00:00 - Kicking Things Off: The Unfiltered Founder Energy
• 00:01:11 - Whats Bugging Us (And Why You Might Relate)
• 00:02:17 - Strapped In with Whoop: First Reactions from the Trenches
• 00:04:14 - Data Dumped: When Too Much Insight Gets Overwhelming
• 00:04:48 - From Wearable to Weapon: Turning Whoop into a Daily Edge
• 00:06:12 - Real Talk: Sleep Habits, Fire Alarms, and Founder Fatigue
• 00:09:12 - Let AI Run Your Health Like You Run Your Ads
• 00:15:34 - Would We Still Recommend Whoop? The Verdict
• 00:16:23 - Founder Fitness Tech: Whats Working and Whats Not
• 00:17:28 - Why Ralph Went Vegan: The Wake-Up Call You Didnt Expect
• 00:18:31 - Food vs. Medicine: The Real ROI of Diet Change
• 00:19:32 - Life After Cheese: Shocking Wins from a Vegan Shift
• 00:21:49 - Health vs. Hustle: The New Balancing Act for Leaders
• 00:24:55 - Ice Baths, Improv & Identity: Experiments in Optimization
• 00:26:37 - Wrapping It Up: Whats Next and Whats Coming

LINKS AND RESOURCES:

• Everything You Need to Know About Heart Rate Variability (HRV)
• How Not to Die: Discover the Foods Scientifically Proven to Prevent and Reverse Disease
• The Game Changers
• Mealime
• What The Health
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

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

Ralph reunites with paid media creative expert Lauren Schwartz for Part 2 of their deep dive into what makes beauty brand creatives truly perform. Lauren, founder of The Loft 325, unpacks how her team leverages emerging trends—like food-inspired visuals and creator authenticity—to build content that doesn’t just look pretty, but sells. From Hailey Bieber’s strawberry face trend to Halloween-ready lash looks and Cinnamon Toast Crunch-inspired lip gloss campaigns, Lauren shares real-world strategies and creative psychology that drive ROI. If you're a growth-minded entrepreneur craving tangible takeaways on trend-driven, authentic marketing that doesn’t feel like an ad, this episode is your masterclass.

Chapters:

• 00:00:00 – Kicking Off with Ralph & Lauren: The Creative Duo Returns
• 00:00:29 – Why Beauty Brands Are Breaking the Mold
• 00:02:20 – Trends That Sell: What’s Hot (and Actually Works)
• 00:05:25 – The Secret Sauce: Marrying Trends with Conversion-Driven Creative
• 00:09:01 – Real Results: How Lily Lashes Nailed Halloween with Simplicity
• 00:11:26 – Influencers or Actors? The Truth About Authentic Ads
• 00:13:50 – Behind the Scenes: How Content Creators Are Chosen and Coached
• 00:18:59 – Why Food, Feelings & Lip Gloss Make the Perfect Ad
• 00:27:13 – What’s Next: More Beauty, More Strategy, More Real Talk

LINKS AND RESOURCES:

• Scale Your Beauty Brand Without Wasted Spend
• Episode 688: Beauty & Wellness Brands: How to Crush Your Creative with Lauren Schwartz
• ACTUAL Data Driven Creative
• Scale Your Beauty Brand Without Wasted Spend
• Tier 11 on YouTube
• Lauren on LinkedIn
• Get Your nCAC Calculator Now!
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

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

Ralph and Lauren P. sit down with Tier 11’s Creative Director, Lauren Schwartz—formerly of The Loft 325—to unpack what truly drives high-performing ad creative in the premium beauty and wellness space. Drawing from years of experience and countless tests across major ad platforms, Lauren reveals why most brands are getting creative wrong and how to shift from “pretty” to “profitable.” From bridging the communication gap with design teams to using data to override subjective bias, this episode delivers actionable strategies to help CMOs, creative directors, and brand owners finally align aesthetics with ROI. If you’re ready to stop wasting ad spend and start scaling smart, this episode is your new playbook.

Chapters:

• 00:00:00 - Kicking Things Off: Welcome to Perpetual Traffic
• 00:00:43 - Why Creative Is the Secret Weapon in Modern Marketing
• 00:02:21 - Meet Lauren Schwartz: The Creative Brain Behind the Conversions
• 00:04:42 - Cracking the Code on Creative Teams (Without Losing Your Mind)
• 00:08:26 - “I Just Don’t Like It”: Turning Vague Feedback into Winning Ads
• 00:20:22 - Brand vs. Performance: Who Wins and Why It Matters
• 00:24:22 - The Lip Gloss That Crushed It: How Raw Content Drives Real Sales
• 00:29:19 - Luxe Meets Lo-Fi: Finding the Sweet Spot for Scalable Ads
• 00:32:06 - How to Sell a Look (and Skyrocket Your AOV)
• 00:35:35 - Smart Creative for Beauty Brands That Actually Moves Product
• 00:38:04 - Stop Selling Products—Start Telling Stories That Convert
• 00:45:30 - Wrapping Up: What’s Next in the Creative Series

LINKS AND RESOURCES:

• ACTUAL Data Driven Creative
• Scale Your Beauty Brand Without Wasted Spend
• Tier 11 on YouTube
• Lauren Schwartz on LinkedIn
• Get Your nCAC Calculator Now!
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

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!

Ralph Burns unpacks a powerful case study from Tier 11’s vault that showcases how one beauty and wellness brand increased revenue by 57% and new customer acquisition by 73%—all without relying on TikTok or short-form content. Ralph dives into the exact creative strategies, ad structures, and conversion-optimized landing pages that drove the results, with an emphasis on the underutilized power of long-form video, Meta Ads, and segmentation by NAC and NAOV. If you're a DTC brand looking to scale profitably—especially in the beauty space—this episode is your blueprint.

Chapters:

• 00:00:00 - Ralph Kicks It Off: A Solo Session Worth Tuning Into
• 00:00:37 - Inside the Case Study: Beauty Brand Transformation Begins
• 00:01:06 - Numbers That Matter: 57% Sales Growth, 73% New Customers
• 00:01:59 - Unlocking the Three Core Levers of Business Growth
• 00:02:41 - New Customer Acquisition: Cracking the Code
• 00:03:27 - Increasing Average Order Value (NAOV) with Smart Offers
• 00:04:20 - Meet the Beauty Brand That’s Breaking the Mold
• 00:05:03 - Why Data Visibility Changes Everything (NAC & NAOV Explained)
• 00:06:19 - Real Shopify Results: 73% More New Customers
• 00:07:12 - Understanding MER vs. NMER (And Why They Matter)
• 00:08:05 - Why ROAS Isn’t the Whole Story Anymore
• 00:09:00 - The 22% NAOV Boost—And How It Happened
• 00:10:08 - What's Driving the AOV Increase? Spoiler: It's Not Luck
• 00:11:26 - Meet the Machine: How the Conversion Engine Powers Profit
• 00:13:27 - Creative That Converts: The Secret Sauce Behind the Ads
• 00:17:50 - Paid Traffic Tactics That Actually Work
• 00:18:47 - Retarget Like a Pro: Smarter Custom Audiences
• 00:20:21 - Level Up Your Audience Strategy (No Gimmicks Needed)
• 00:20:48 - Why We Shut Off Meta's Auto-Tweaks (And You Should Too)
• 00:22:03 - Turning Organic Wins Into Paid Performance
• 00:24:19 - YouTube on Deck: Multi-Platform Growth Moves
• 00:27:08 - Lead Gen Isn’t Just for SaaS: Ecom Tactics You’re Missing
• 00:28:21 - Landing Pages Built to Sell (and Upsell)
• 00:35:38 - Don’t Just Sell—Engage with Transitional CTAs
• 00:40:24 - Wrapping It Up: What’s Next for This Scalable Strategy

LINKS AND RESOURCES:

• The ONLY 3 Ways to Grow Your Business (Most Get This Wrong)
• 5 Ways To Find Your nCAC: Part 1
• 5 Ways To Find Your NCAC - Part 2
• What To Know About MER (Media Efficiency Ratio)
• NCAC Explained: The Key Metric for Scaling Your Business
• Get Your nCAC Calculator Now!
• How We Track Every Click (Without Losing Data to iOS & Ad Blockers!)
• How to Craft the Perfect Transitional Call to Action (Lead Magnet)
• Tier 11 Jobs
• Perpetual Traffic on YouTube