Perpetual Traffic

Your top-of-funnel ads might be driving more of your conversions than you realize. Let us audit your account and show you what's really working.
Talk to us at: https://www.tiereleven.com/apply
You can't just look at your top-converting ad and call it a day anymore. That ad probably isn't doing what you think it's doing. So if you've been asking "which ad is actually working," you're asking the wrong question, and it's costing you.

Thomas Mcnaught joins me again to break down how Meta's Andromeda update has completely rewritten the rules of creative performance. We get into how creative diversification has replaced targeting, how hook rate, hold rate, and watch time reveal the real story behind your results, and why switching off an ad with zero last-click conversions is a bad decision.

We also get into why leaving ads untouched for three to four weeks beats constant tinkering, and how AI-generated creative has produced some of the best-performing ads we've seen. If you manage or outsource Meta ad spend, this episode will change how you read your reports.

In This Episode:
- Why hook rate and hold rate matter more than last-click conversions
- How Meta Andromeda shifted targeting from audiences to creative
- Why letting ads run untouched for weeks outperforms constant optimization
- How to identify assisting ads that quietly drive conversions
- The role of creative diversification in lowering CPMs
- What the "hits" metric reveals about top-performing creative
- Why image ads often get the credit that videos actually earned
- Why optimizing for lead quality beats optimizing for lead volume
- How to build a monthly creative performance report

Mentioned in the Episode:
Watch the Previous Episode with Thomas Mcnaught: https://www.youtube.com/watch?v=AMixZJvJvCY
Join Ralph Burns and John Moran every Friday for The Ad Lab Live: https://www.youtube.com/@Tier11/streams

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

Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/

Has your Meta ads performance stalled? We can help you redesign your messaging and creatives for sustained growth. Talk to us at: https://www.tiereleven.com/apply
Here's something growing brands don't realize until growth stalls: the messaging that built your business will eventually run out of steam, even while your offer keeps converting. So why does that happen, and what do you do about it?
On today's show, I'm breaking down a real client case study: an eight-figure SaaS-powered lead generation and coaching business that's been stuck at a revenue plateau for nearly two years. We dig into why their original messaging saturated the market, how a growth diagnostic uncovered an entire untapped audience they'd been ignoring, and why the fix isn't adding new ad platforms.

I'll walk you through the exact messaging extraction process we use to turn customer interviews, support calls, and event transcripts into content pillars that actually move the algorithm. If you're only running one or two creative angles right now, this episode shows you exactly what you’re leaving on the table, and how to expand your market without blowing up your budget.

In this episode:
- Why proven ad messaging eventually stalls growth
- How Meta's Andromeda algorithm builds individual funnels
- The real reason CPMs rise and cost to acquire a customer flattens
- Why creative diversification matters more than adding new ad platforms
- The messaging extraction process for capturing authentic customer language
- How to build a 10-variation content matrix around a single theme
- Using hook rate, hold rate, and link click-through rate in creative testing
- Why volume alone will not scale your Meta ads account
- How top-of-funnel creative shows up in branded search and MER
- Three questions to audit your creative strategy before your next brief

Mentioned in the Episode:
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Wicked Reports Attribution Software: https://www.wickedreports.com/
Jim Collins’ Book, Good to Great: https://a.co/d/068eKQng

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/

Struggling to scale your ads? Spending more won’t fix the problem. Let’s figure out why your growth strategies are not working. Talk to us at https://www.tiereleven.com/apply
You've hired agency after agency, and no matter what they try, you can't scale your Google Ads. You don’t have a Google problem. It’s a creative strategy problem. Until you fix demand creation, no amount of campaign optimization is going to get you unstuck.
In this episode, I break down a real client situation: a 14-year-old B2B SaaS company spending upwards of $200K a month on Google Search with no good answer for why growth has stalled. I’ll walk you through why Google is a demand-capture platform, not a demand-creation one, and why 80% of any market lives in what I call the "zone of indifference."
We also look at why the real fix lives in creative strategy on Meta, programmatic, and connected TV, not another Google audit. If your cost of acquiring new customers keeps climbing no matter what you spend, this one's for you.

In this episode:
- Why Google Search has a demand capture ceiling
- The difference between demand capture and demand creation channels
- Why branded search clicks cost 10-20x less than non-branded keywords
- The "zone of indifference" and why it's 80% of your market
- Why the agency rotation trap makes Google Ads more expensive
- Why hook rate and hold rate matter more than landing page optimization
- The B2B creative mistake of writing ads for users instead of buyers
- How messaging extraction uncovers what decision-makers care about
- Three questions to ask your agency if your Google spend has stalled

Mentioned in the Episode:
Case Study on Optimizing Ad Spend: 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
Join Ralph Burns and John Moran every Friday for The Ad Lab Live: https://www.youtube.com/@Tier11/streams

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 Meta ad account stuck at the same growth level? We can run a growth diagnostic and recommend the right strategy to scale your business.
Talk to us at https://www.tiereleven.com/apply
Posting more content doesn't automatically mean better results. One of our favorite clients learned that the hard way after posting 156% subscriber growth in under six months. Such growth never sustains on autopilot, and figuring out why is what separates a good agency from a great one.

In this episode, Tier 11 growth strategist Thomas Mcnaught joins me to unpack the full growth diagnostic we ran for the client. We cleaned up messy attribution data, discovered 10-minute video ads with a 0.01% completion rate, and made the counterintuitive call to kill state-specific targeting entirely, letting Meta's algorithm do what it does best.

The result? A 20-25% CAC reduction in one week, with more upside coming. We get into creative diversification, campaign consolidation, and why Google and Meta aren't competing but assisting each other. Listen in and then review your ad account for the same red flags.


In This Episode:
- The importance of building a true source of truth across platforms
- Optimizing Meta Ads using better campaign structure and data
- Why long-form video ads may be hurting creative performance
- How creative diversification improves Meta Ads results
- The dangers of overly specific state and location-based targeting
- Optimizing customer acquisition cost instead of vanity metrics
- How Meta, Google Ads, YouTube, and organic traffic work together
- Using media efficiency ratio and attribution tools to measure growth

Mentioned in the Episode:
Part 1 of the Case Study: https://perpetualtraffic.com/podcast/episode-792-156-more-app-subscribers-in-six-months-heres-how-we-did-it/
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Download Your Copy of Tier 11’s Marketing Performance Indicators (MPIs): https://www.tiereleven.com/marketing-performance-indicators
Join Ralph Burns and John Moran every Friday for The Ad Lab Live: https://www.youtube.com/@Tier11/streams
Wicked Reports: 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 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
Mentioned in this episode:
https://perpetualtraffic.com/advertise-with-us/

Is your marketing team running campaigns blindly? Grab your copy of our FREE nCAC calculator to guide them with the metrics that matter: https://www.tiereleven.com/ncac

Are you scaling your ad spend without knowing your true customer acquisition cost? If you don’t understand your numbers, every additional dollar you put into traffic could be a gamble, even if your campaigns look profitable inside the platforms.

I sat down with Kobi Topaz, Head of Tech at Tier 11, to break down how we helped an automotive parts brand uncover the data they needed to scale. We explored why platform-reported ROAS can be misleading and how Data Suite creates a reliable source of truth.

See how better analytics, smarter campaign restructuring, and deeper SKU-level insights helped this brand grow from roughly $5.5M in revenue to a $12M trailing twelve-month business. If you’re managing paid media and trying to scale profitably, this episode will help you focus on the metrics that actually drive growth.

In This Episode:
- Why knowing your nCAC is critical before increasing ad spend
- Why platform-reported ROAS can hide the real performance picture
- How Data Suite creates a reliable source of truth across channels
- The role of first-click attribution and multi-touch analysis in growth
- Analyzing SKUs to uncover your most profitable products
- Why Google Ads optimization starts with business economics
- How creative performance analysis can accelerate testing decisions
- Using AI-powered tools to automate repetitive marketing analysis

Mentioned in the Episode:
The 5-Step Formula to Calculate nCAC: https://youtube.com/playlist?list=PLsQ90CAO8wGS1TSz-MI0ghv9OThhp_Jy4&si=N6uztGCaZwrkgMGN
Previous Episodes with Kobi Topaz: https://perpetualtraffic.com/?s=kobi
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 Kobi Topaz:
LinkedIn: https://www.linkedin.com/in/kobi-topaz-85547a130/

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/