Perpetual Traffic

Do you need help with marketing and scaling your coaching or book-a-call business? Talk to us at: https://www.tiereleven.com/apply-now

Your calendar is full, so why is nobody showing up, and why are the wrong people booking? Most media buyers blame targeting. We see it differently. You can't fix who shows up by changing who sees the ad. You fix it by changing what they see.

In this episode, I walk through a premium executive coaching client who came to Tier 11 with exactly that problem. Every ad said the same thing, so Meta found one type of buyer and stalled.

We built nine fundamentally different message lanes with our messaging engine and aligned the setter team to every promise. Show rates jumped from 50% to 81%, and cost per lead fell 48%. I also explain why we cut $20K of LinkedIn spend and how they kept revenue nearly flat on $137,000 less ad spend.

In this episode:
- How to fix show rates and lead quality with creative diversification
- Why Meta treats 30 variations of one claim as one ad
- Building nine message lanes with the messaging engine
- Why generic ad copy never gets the booked call
- Which market subsets to target, and which to ignore
- Matching your setters’ script to the promise in the ad
- How to cut cost per lead without raising budget
- The Meta and Google brand-search combo for a 10X return

Mentioned in the Episode:
Episode 809: https://perpetualtraffic.com/podcast/episode-809-your-marketing-team-shouldnt-write-your-ads-heres-who-should/
Episode 811: https://perpetualtraffic.com/podcast/episode-811-if-your-sales-funnel-has-a-book-a-call-button-this-episode-is-for-you/
Episode 812: https://perpetualtraffic.com/podcast/episode-812-before-you-add-another-marketing-channel-ask-this-one-question/
Breakthrough Advertising Book by Eugene Schwartz: https://breakthroughadvertisingbook.com/breakthrough-advertising/

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

Still guessing which ads are working? Let Tier 11 build the creative strategy and measurement system behind your Meta ads: https://www.tiereleven.com/apply-now
Anyone can generate an AI ad in 30 seconds. So why does so much of it flop? Because AI can't tell you the dominant emotion your customer is carrying the first time they meet your brand. That emotion is the checkpoint every creative piece has to pass through.

I sat down with Miranda Ivey, creative strategist at Tier 11, to walk through the messaging extraction process we run with every client. We cover why we have clients read "radio ads" out loud, how to bridge the gap between brand guidelines and the way customers actually talk, and how to stay creatively diverse enough for Andromeda.

Miranda also shares the report we use to find winning ads. You'll leave with a repeatable way to turn emotion into ad concepts, plus a measurement system that goes beyond last-click conversions.

In this episode, you’ll learn:

- The messaging extraction call that uncovers the emotional drivers
- Why AI-generated ads fail without a clear customer emotion behind them
- How "radio ads" help clients visualize pain points before production starts
- What to do when brand guidelines clash with customers' resonance
- How to build creative diversity for Meta's Andromeda algorithm
- How to measure ad performance using the top 25% of spend by format
- Tracking the right creative metrics
- Measuring creative success rates beyond conversions

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 Miranda Ivey:
LinkedIn: https://www.linkedin.com/in/mirandaivey

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

Is the ad you're about to pause the one feeding every sale in your account? And is that shiny new channel really the fix for a rough month, or just an expensive distraction? Most marketers get both calls wrong, especially when the product costs thousands.
Growth strategist Ricardo Pouwels joins me again to discuss this further. We open Meta Ads Manager to show how he reads frequency, hook rate, hold rate, and cost per engagement on a campaign that spent $145,000 in 30 days. The coldest video has a lower ROAS than the other ads, but pausing it would cut off the traffic that feeds the converting ads.
I also talk about a flashlight campaign that "won" every engagement metric and sold nothing. Ricardo explains how an ad-level spend minimum stops Meta from dumping 90% of budget into one video. Plus, we cover the bad and good reasons for expansion, and why testing new avatars and messaging comes before adding any new channel.

In this episode:
- Hook rate, hold rate, and outbound CTR benchmarks by ad type
- Where last-click attribution breaks down on high-ticket offers
- What cost per engagement tells you about creative, and where it misleads
- Why creative diversification beats raw ad volume in the Andromeda era
- When to test new channels and how to pick the next right platform
- Testing new avatars and messaging before adding platforms
- Diversifying away from Google or Meta without hurting performance

Mentioned in the Episode:
Partner with Tier 11’s marketing experts: http://tiereleven.com/apply
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Previous Episodes with Ricardo Pouwels:
https://perpetualtraffic.com/podcast/episode-808-why-your-winning-ad-is-probably-the-one-youre-about-to-kill/
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:
Website: 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

Everyone tells you to put a booking calendar at the end of your funnel. What if that's exactly where you're losing half your leads? For businesses that rely on a sales team to close high-ticket offers, generating the lead is not the end of the process. The handoff is where businesses lose or win the opportunity.
Thomas Mcnaught is back to break down a client case study that flips conventional wisdom. Most of their spend goes to Meta lead forms, the format everyone calls low quality. Yet show rates jumped roughly 20% once setters started calling every lead. Plus, they're turning six-figure ad spend into seven-figure monthly revenue at roughly a 7X MER.

We discuss the impact of speed to lead on conversion rates, why we let Meta run through the weekend, and the capacity problem that comes with scaling this well. If you fix the human part of your funnel, running winning ads gets easier.

In This Episode:
- How Meta lead forms work for high-ticket lead generation
- Choosing between setter phone calls and calendar bookings
- The difference between MQLs and SQLs in a sales-assisted business
- Why the call booking calendar at the end of your funnel can kill show rate
- How speed to lead affects conversion rates
- The best times to schedule Meta and Google ads
- How to manage sales team capacity and double-booked calls

Mentioned in the Episode:
Partner with Tier 11’s marketing experts: http://tiereleven.com/apply
Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Previous Episodes with Thomas Mcnaught:
https://perpetualtraffic.com/podcast/episode-804-bad-data-and-10-minute-video-ads-were-killing-this-account-heres-the-fix/
https://perpetualtraffic.com/podcast/episode-807-why-your-best-performing-ad-might-be-the-one-getting-zero-conversions/

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 Thomas Mcnaught:
Website: https://www.thomasmcnaught.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

What's the real cost of running brand and performance marketing as separate teams? It is more than most marketing leaders want to admit. When every dollar is judged on last-click conversions, you're capturing existing demand while the pipeline of future customers dries up.

I sat down with Jon Chang from MyFitnessPal, the category-leading nutrition app now inside ChatGPT Health, to break down how he runs brand and performance marketing as one system. Jon shares how his team runs roughly 700 creatives at once and tests new messaging for just $100–$300 a week.

He also explains how moving off a single-message influencer strategy took CAC from break-even to about 30% below it. You'll walk away with a framework for persona-based creative, a test budget that protects your LTV/CAC math, and a smarter way to measure brand performance with incrementality.

In this episode:
- Why last-click attribution and performance-only marketing run out of demand
- How Meta's Andromeda update rewards creative diversification
- Running multiple creatives to build brand differentiation and lower CAC
- How to measure each funnel stage with brand lift and last-touch
- What GeoX incrementality studies reveal about true channel credit
- MyFitnessPal’s influencer strategy and media mix
- How Klarna builds micro-communities and campus activations

Mentioned in the Episode:
Partner with Tier 11’s marketing experts: http://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 Jon Chang:
LinkedIn - https://www.linkedin.com/in/jonchangny

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