Perpetual Traffic

Do you need an expert analysis of your ad account and creative strategy? Talk to us at https://www.tiereleven.com/apply
Are your ad campaigns competing against your own business? I’m breaking down why one insurance platform was paying $150 per lead while competitors were paying just $30. The problem wasn’t the ads. It was how the ads were structured.

We’ll analyze an AI-powered insurance SaaS platform with hundreds of agents running fragmented campaigns across Meta, Google, and other channels. I’ll walk you through the strategic changes we’re implementing, like building a creative strategy around specific customer avatars.

I’ll also show you why centralized media buying, stronger creative hooks, and smarter lead distribution can transform a scattered advertising system into a scalable growth engine. If you’re managing lead generation, paid media, or a multi-location sales organization, this is your blueprint for building campaigns that actually scale.


In this episode
- Why identical products can have wildly different cost per lead
- How agency black boxes increase cost per lead
- Why fragmented ad spend triggers Meta auction competition
- The minimum ad budget Meta actually needs to learn
- How niche avatar targeting can double or triple performance
- The Rolex franchise model for consolidating ad accounts
- State-level targeting versus city-level Meta Ads
- Using round-robin lead distribution to stop agent cannibalization
- Why programmatic and CTV are the next layer after Meta

Mentioned in the Episode:
High-End Pet Brand Case Study: https://perpetualtraffic.com/podcast/episode-801-from-2-5m-to-4m-a-month-ad-spend-barely-changed-heres-why/
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Partner With Tier 11 Marketing Experts: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/

Download our Marketing Performance Indicators (MPI) checklist to track the key metrics that accurately measure your marketing efforts: https://www.tiereleven.com/mpi

What happens when the channels you think are driving growth are actually just taking credit for demand you already created? Today we are breaking down how one premium DTC brand escaped inefficient bottom-of-funnel spending and scaled without sacrificing efficiency.

I’m joined by Ricardo Pouwels, Growth Strategist at Tier 11, to revisit the next chapter of a case study we shared earlier. We unpack how the team expanded from managing only Meta and TikTok to increasing Amazon units sold by 63%, and improving overall customer acquisition efficiency.

We’ll talk about why brand search campaigns often hide the real performance story, how reallocating budget into Meta, native ads, and connected TV created more demand, and why patience with attribution windows matters.

In this episode, you’ll learn:

- Why brand search campaigns can hide true marketing performance
- How cutting Amazon ad spend increased sales volume
- The importance of tracking blended CAC and MER
- Why channel-specific ROAS targets limit growth
- How Meta creates demand that Google and Amazon capture later
- Using native advertising to unlock colder audiences
- How connected TV supports multi-channel growth
- How proactive agency strategy builds client trust
- Why mature brands need diversified acquisition channels

Mentioned in the Episode:
Part 1 of the Case Study: https://perpetualtraffic.com/podcast/episode-791-5-missed-forecasts-then-one-budget-shift-then-4-straight-hits/
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Partner With Tier 11 Marketing Experts: https://www.tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/

Connect with Ricardo Pouwels:
LinkedIn: https://nl.linkedin.com/in/ricardo-pouwels

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now

Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
Apply for an ad spot on Perpetual Traffic for Q1 or Q2.
Visit www.perpetualtraffic.com today to secure your spot!

Stop losing revenue after the click! Get your free conversion audit at https://www.tiereleven.com/cro/service
Are you optimizing your ads but ignoring what happens after the click? Most brands obsess over traffic acquisition while leaving massive revenue opportunities hidden inside their websites, forms, and customer journeys.

In this third episode of our CRO series with Ned MacPherson, head of CRO at Tier 11, we get into why CRO is really revenue optimization and why copying a competitor's "pretty" site is a dangerous shortcut.

Ned introduces the AI feature we built that scours the web every couple of hours to show high-end shoppers exactly how the price compares to the market, without them having to leave the page.

We also get into something wilder: an AI agent that runs live pricing experiments across thousands of SKUs on its own. We talk about generative engine optimization (GEO) and how to structure your site so LLMs like Claude and ChatGPT actually recommend your website.


In this episode:
- Why conversion rate optimization is really revenue optimization
- How data-driven CRO beats design-based assumptions
- Optimizing landing pages, PDPs, forms, and post-click experiences
- How lead generation forms create massive conversion leaks
- The role of AI agents in the future of CRO strategy
- Why generative engine optimization (GEO) matters for future visibility
- Improving e-commerce performance with AI-powered pricing experiments

Mentioned in the Episode:
Previous Episodes With Ned MacPherson:
https://perpetualtraffic.com/podcast/episode-796-stop-redesigning-start-diagnosing-the-cro-method-that-actually-works/
https://perpetualtraffic.com/podcast/episode-797-what-a-live-cro-audit-reveals-that-your-design-agency-never-shows-you/


Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/

Is your cost per lead rising with no clear reason? Let’s figure out together what’s not working. Book a call with our team: https://www.tiereleven.com/apply
Why are your leads getting more expensive even when you’re spending more on ads? The problem might not be your budget but your entire growth strategy. When campaigns are fragmented, creatives are stuck at the bottom of the funnel, and attribution is unclear, scaling becomes nearly impossible.
In this episode, I break down a real-world case study from an $18 billion home builder operating across 19 markets. We uncover why their paid media strategy had plateaued, how fragmented budgets and bottom-heavy creative were limiting growth, and the strategic shifts needed to move from 6,500 homes sold annually toward a 10,000-home goal.
I’ll walk through the full-funnel framework we recommended. Listen in to understand how you can apply these strategies to your own business.

What you’ll learn:
- Why fragmented ad budgets can prevent businesses from scaling
- How bottom-of-funnel advertising limits long-term growth
- The difference between demand generation and demand capture
- Why Meta Ads should focus on awareness and consideration
- How creative diversification improves campaign performance
- Why user-generated content can outperform polished brand ads
- How to turn organic social content into paid advertising assets
- The importance of offline conversion tracking for high-ticket sales
- Why optimizing for sales-qualified leads improves profitability
- How open targeting helps Meta find higher-quality audiences
- When to shift the budget away from the expensive Google search campaign

Mentioned in the Episode:
Case Study On Cutting Bottom-Funnel Spending: https://www.tiereleven.com/resources/case-studies/44-revenue-growth-after-cutting-bottom-funnel-spend-91
Watch The Breakdown Of The Bottom-Funnel Case Study: https://perpetualtraffic.com/podcast/episode-791-5-missed-forecasts-then-one-budget-shift-then-4-straight-hits/
Review Similar Case Studies: https://www.tiereleven.com/resources/case-studies/spending-less-not-more
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply-now
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/

Stop guessing what’s working! Grab your Marketing Performance Indicators™ checklist now: https://perpetualtraffic.com/mpi
Are you making six-figure ad spend decisions with incomplete data? If you can't confidently explain which marketing channels are actually driving revenue, you're probably wasting budget without realizing it.
In today’s episode, I'm reviewing a real case study from one of our discovery calls: a nine-year-old, $13 million premium home wellness brand selling $10,000 to $20,000 systems. Their nCAC had climbed to $2,800 in the US, nearly double what they're paying in Canada, and most of their calls happen on the phone.
I'm breaking down exactly what's driving that number up. I'll also walk through what we'll fix first, how we'll shift budget without tanking revenue, and why 30 creatives a month is the new baseline.

If you want this kind of thing done for your business, head over to tiereleven.com/apply

What you’ll learn:
- How rising nCAC signals a scaling problem in Meta Ads and Google Ads
- Why high-ticket products require creative diversification to convert
- How offline conversion tracking improves attribution accuracy
- Why relying on Google demand capture eventually limits business growth
- The importance of matching landing pages with ad creative
- Why low-fi video ads often outperform polished brand commercials
- How to structure top, middle, and bottom-of-funnel creative strategy
- Why importing CRM and phone sales data strengthens ad optimization
- How dedicated landing pages improve high-consideration conversion rates
- The strategy for gradually shifting the budget from Google

Mentioned in the Episode:
Previous Episode with Scott Desgrosseilliers from Wicked Reports: https://perpetualtraffic.com/podcast/episode-791-5-missed-forecasts-then-one-budget-shift-then-4-straight-hits/
Examples of Facebook ads:
https://bit.ly/PTFBAds1
https://bit.ly/PTFBAds2
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Partner With Tier 11’s Marketing Team: https://www.tiereleven.com/apply
Listen to Previous Perpetual Traffic Episodes: https://perpetualtraffic.com/
Wicked Reports Attribution Tool: https://www.wickedreports.com/

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491
Follow and listen on Spotify:
https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK
Subscribe and watch on YouTube:
https://www.youtube.com/@perpetual_traffic?sub_confirmation=1
We Appreciate Your Support!
Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:
LinkedIn - https://www.linkedin.com/in/ralphburns
Instagram - https://www.instagram.com/ralphhburns/
Hire Tier11 - https://www.tiereleven.com/apply
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/
https://perpetualtraffic.com/advertise-with-us/