In Part 2 Ralph Burns and John Moran continue their breakdown of why ROAS (Return on Ad Spend) is an outdated and misleading metric for scaling businesses. They introduce a better, more reliable metric that high-growth brands use to measure success—one that actually aligns with business revenue and profit, rather than vanity numbers. Expect insights on how to use Meta for prospecting and Google for conversions, why multi-channel attribution is essential in today’s digital landscape, and how top media buyers are shifting away from ROAS in favor of more effective tracking strategies. If you’re still optimizing for ROAS, you’re probably leaving money on the table. This episode reveals the key changes you need to make right now to maximize your ad performance.

Chapters:

• 00:00:00 - Welcome Back: Why ROAS is Failing You
• 00:00:07 - The Hidden Flaws of ROAS (And What to Use Instead)
• 00:00:23 - The Metrics That Actually Drive Business Growth
• 00:01:20 - Meta + Google: The Ultimate Ad Strategy
• 00:02:39 - Real-World Case Study: How This Brand Crushed It
• 00:04:13 - Stop Wasting Ad Spend: Smarter Budgeting Tactics
• 00:05:22 - Profit-First Marketing: Why Product Focus Matters
• 00:11:52 - Behind the Scenes: Live Campaign Breakdowns
• 00:18:30 - LTV & CAC: The Secret to Scaling Profitably
• 00:19:04 - Decoding Campaign Metrics for Maximum ROI
• 00:19:33 - The Overlooked Link Between Profit & Retention
• 00:21:16 - Treating Marketing as an Investment, Not an Expense
• 00:22:59 - How to Measure Business Health Beyond ROAS
• 00:23:24 - Bully Stick Central: A Scaling Success Story
• 00:24:25 - How Northbeam Helps Brands Scale Faster
• 00:28:11 - Final Takeaways & What’s Next for Smart Advertisers

LINKS AND RESOURCES:

• 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

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