Perpetual Traffic

What if we told you that Tier 11 designed an ad campaign for an ecommerce store that resulted in a 608% revenue increase and 401% ROAS increase in less than 6 months?

On today’s episode, we’re flipping the script a bit. Host Kasim Aslam interviews his usually-co-host Ralph Burns about an ad campaign at Tier 11 that took a struggling business from $29k/month to $176k/month in revenue in less than half a year. (Download the case study here.) Ralph talks about customer acquisition amplification and walks us through the structure of each of the five levels of traffic. But the bottom line, he says, is the creative. “The creative makes the audience. If you match incredible audience and interspace targeting with incredible front end creative and messaging, game over. You own the internet as a marketer. Mix the two together, and it’s online marketing nirvana.”

Listen in to find out how to achieve this online marketing nirvana in your own campaigns.

Chapters:

• 00:00:00 - Kicking Off Perpetual Traffic with High-Energy Insights
• 00:00:46 - Celebrating Our Listeners & Their Game-Changing Feedback
• 00:01:32 - Case Study Teaser: 608% Revenue Explosion
• 00:02:17 - Ralph Burns Steps into the Hot Seat
• 00:03:08 - Unpacking the Secrets Behind the Case Study
• 00:08:19 - Why Creative Can Make or Break Your Ads
• 00:14:15 - Tracking Fixes & Powering Up with Conversions API
• 00:23:01 - Rolling Out the Traffic Harmonizer System
• 00:32:50 - Final Takeaways & Next Steps for Your Growth

LINKS AND RESOURCES:

• Download the case study
• 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!

Mentioned in this episode:

www.AdRoll.com/PT

https://www.NEXTInsurance.com/perpetual

https://perpetualtraffic.com/advertise-with-us/

https://www.activecampaign.com/

Meta’s AI just rewrote the rules of digital advertising—without telling anyone. In this breaking episode of Perpetual Traffic, Ralph Burns and John Moran expose the stealth rollout of Meta's new AI-driven ad platform update: Andromeda. Learn how this algorithmic shift flips traditional ad strategies on their head and why relying on old tactics is a fast track to mediocrity. From GPU-fueled compute power to GEM (Generated Ads Recommendation Model), discover what Meta’s “superbrain” means for your creative strategy, budget allocation, and lead generation success. This isn’t just an update—it’s a total transformation. If you’re serious about scaling in 2025, you need to hear this.

Chapters:

• 00:00:00 - Meta Just Flipped the Script: Meet Andromeda
• 00:01:00 - The AI Revolution That’s Changing Your Ad Game
• 00:02:20 - Inside Meta’s Secret Weapon: The New Ranking Algorithm
• 00:05:45 - Why Meta’s Funnel Thinks Smarter Than You Do
• 00:07:35 - The New Playbook: Diversify or Die
• 00:10:03 - Andromeda Uncovered: What Meta Isn’t Telling You
• 00:12:11 - Smart Targeting Starts with Smarter Creative
• 00:18:56 - Real Results: What Happens When You Diversify Content
• 00:27:52 - What the Numbers Say About Your Ads
• 00:28:29 - How to Get More New Customers for Less
• 00:29:16 - Repeat It: Diversify or Die
• 00:30:01 - Algorithm IQ: Understanding How Meta Thinks
• 00:31:28 - Creative That Wins: Test, Iterate, Dominate
• 00:32:32 - When to Kill Your Ads—And Why It Works
• 00:35:01 - Case Study: Smarter Spend, Bigger Wins
• 00:35:46 - Using AI to Find Your Next Best Customer
• 00:42:59 - Mastering the Full Funnel (Without Wasting Spend)
• 00:47:09 - The Future Is Now: What Smart Marketers Do Next

LINKS AND RESOURCES:

• Meta's Creative Strategy TikTok
• Mark Zuckerberg just declared war on the entire advertising industry
• Episode 718: [Case Study] Meta Andromeda Ads vs Amazon Ads: Who Wins?
• AI Innovations in Meta's Ad Ranking Driving Advertiser Performance
• Meta Andromeda: Supercharging Advantage+
• Episode 234: The Ad Amplifier Super System For Facebook Ads
• 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!

Mentioned in this episode:

www.AdRoll.com/PT

https://www.activecampaign.com/

https://www.NEXTInsurance.com/perpetual

https://perpetualtraffic.com/advertise-with-us/

If you're spending across Meta, Google, Amazon, and Shopify—but still unclear which channel is actually closing the sale—this episode is your roadmap to marketing clarity. Ralph Burns and John Moran break down a real Tier 11 case study that exposes how most businesses are flying blind when it comes to attribution. You’ll discover why traditional ROAS can lead you astray, how NAC and MER reveal true performance, and why “contribution” trumps “attribution” when it comes to scaling profitably. They also dive into how tools like CAPI Import and the Tier 11 Data Suite connect the dots across paid and organic touchpoints, helping brands unlock hidden revenue and cut wasted spend. Whether you're a Shopify powerhouse or a service-based business, this episode will change how you view your media mix—and give you the frameworks to invest with confidence.

Chapters:

• 00:00:00 – Kicking Things Off: What’s REALLY Fueling Your Sales?
• 00:01:01 – The Traffic You Ignore Might Be Closing Your Deals
• 00:01:33 – Inside a $100M Ad Account: What the Data Really Says
• 00:02:22 – The Dirty Truth About Marketing “Solutions”
• 00:02:58 – Ralph Gets Real About Creative That Converts
• 00:05:54 – Clean Data or Dead Spend: Your Choice
• 00:07:08 – Why Most Marketers Misread Growth Signals
• 00:15:43 – Amazon Showdown: Vendor vs. Seller Central Exposed
• 00:26:07 – How to Spot Wasted Ad Spend with One Metric
• 00:33:02 – Stop Confusing Attribution with Contribution (It’s Costing You)
• 00:35:18 – The Metric That Changes Everything About Ad Spend
• 00:36:01 – Why You're Probably Overspending on Brand Terms
• 00:36:56 – Performance Gaps Hiding in Plain Sight
• 00:37:43 – Case Study Reveal: What Changed After the Hire
• 00:38:45 – Amazon’s Hidden Influence on Your Shopify Store
• 00:39:16 – The Strategic Way to Manage Campaign Chaos
• 00:43:58 – When Google’s Automation Fights Your Results
• 00:46:46 – The “Feeder Strategy” You Should Be Using for Holidays
• 00:48:32 – Behind Closed Doors: Real Consulting Conversations
• 00:53:44 – Final Word: What to Do With All This Insight

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

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!

Mentioned in this episode:

www.AdRoll.com/PT

https://www.NEXTInsurance.com/perpetual

https://www.activecampaign.com/

https://perpetualtraffic.com/advertise-with-us/

Ralph and Lauren take a bold look at a rising issue in modern marketing teams: is AI making your team dumber? Drawing from real-world agency experience, Lauren shares a transparent case study from her own business where AI tools like ChatGPT and Jasper created an illusion of productivity but resulted in lackluster, surface-level insights. The discussion tackles how over-reliance on AI can quietly erode critical thinking, replacing strategic interpretation with generic output that “feels” complete but misses true business impact. You’ll learn why being “human in the loop” matters, how to train your team to use AI as a collaborator—not a crutch—and why tools should ask better questions instead of just giving faster answers. This episode is a must-listen for any marketing leader, CMO, or founder using AI to scale without sacrificing intelligence, creativity, and judgment.

Chapters:

• 00:00:00 - Kickoff & A Powerful Shoutout to Steve Sims
• 00:02:21 - AI in Marketing: Game-Changer or Risk?
• 00:04:26 - When AI Fails: A Shocking Case Study
• 00:08:06 - Critical Thinking vs AI: Who Wins?
• 00:13:24 - Smart Fixes & What’s Next for Teams
• 00:25:52 - Final Takeaways & Must-Have Resources

LINKS AND RESOURCES:

• Get Your Marketing Performance IndicatorsTM Checklist Now!
• Get Your nCAC Calculator Now!
• Get Your nCAC Calculator Now!
• Make Data Driven Marketing Decisions with Confidence
• The AI-Driven Leader: Harnessing AI to Make Faster, Smarter Decisions
• Go for Stupid: The Art of Achieving Ridiculous Goals
• 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!

Mentioned in this episode:

https://www.activecampaign.com/

https://www.NEXTInsurance.com/perpetual

www.AdRoll.com/PT

https://perpetualtraffic.com/advertise-with-us/

Ralph Burns and Lauren Petrullo reveal seven proven upselling strategies to dramatically boost your new average order value (NAOV) and customer lifetime value (LTV). Using real examples from the beauty, CPG, and supplement industries, they break down how to effectively implement pre-purchase, mid-purchase, and post-purchase upsells—including bundling, subscribe-and-save options, thank-you page offers, and value-driven incentives—without disrupting the customer journey. You'll learn how brands like Amazon, Apple, and Dollar Shave Club use upsells to increase profits by 35% or more, and how to apply these same tactics to your business in time for Q4. Whether you're an e-commerce operator, digital marketer, or service provider, this episode is your upsell playbook for adding more value, converting smarter, and scaling revenue fast—all without selling “a bunch of crap.

Chapters:

• 00:00:00 - Welcome to Perpetual Traffic: Let’s Talk Profit
• 00:00:26 - What Is nAOV and Why It Changes Everything
• 00:01:47 - Q4 is Coming—Are Your Nets Fixed?
• 00:04:45 - Unlock More Revenue with Strategic Upsells
• 00:04:55 - The Cross-Sell vs. Upsell Showdown
• 00:06:17 - Real Upsell Examples That Actually Work
• 00:15:38 - Why Subscription Upsells Are Profit Goldmines
• 00:19:51 - Incentives That Get Customers to Say “Yes!”
• 00:21:22 - Beauty Brand Deep Dive: Mascara That Converts
• 00:22:14 - What Makes a Great Cross-Sell Strategy?
• 00:22:56 - Bundles That Boost AOV Instantly
• 00:23:42 - High-Impact Upsell Techniques You Can Steal
• 00:24:47 - Overcoming Common Upsell Roadblocks
• 00:26:06 - Inside Tier 11’s Client Wins
• 00:28:12 - Use Popups for Pre-Cart Upsells? Yes—Here’s How
• 00:34:22 - The Art of Post-Purchase Upselling
• 00:38:30 - Final Takeaways to Maximize Your Profit

LINKS AND RESOURCES:

• Marketing Performance Indicators Checklist
• New Customer Acquisition Cost Calculator
• Get Your nCAC Calculator Now
• Tier 11 DataSuite
• 5 Forces
• 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!

Mentioned in this episode:

www.AdRoll.com/PT

https://perpetualtraffic.com/advertise-with-us/

https://www.activecampaign.com/

https://www.NEXTInsurance.com/perpetual

Ralph Burns and Lauren Petrullo unpack 6 brilliant cross-sell plays designed to immediately lift your new Average Order Value (nAOV) in this masterclass on post-purchase optimization. Ralph and Lauren break down how to implement cross-sells that convert, define essential metrics like NCAC and nAOV, and share real-world tactics currently in use at Tier 11. If you’re focused on maximizing customer LTV and dialing in your funnel economics, this episode delivers the actionable framework you’ve been looking for.

Chapters:

• 00:00:00 - Ready to Raise Profits? Let’s Go
• 00:00:56 - What Is nAOV and Why It Matters
• 00:02:54 - Why Most Marketers Miss This Metric
• 00:06:11 - Cross-Sells That Print Cash
• 00:08:39 - Real Wins from Real Brands
• 00:11:20 - Keep Customers Buying Again and Again
• 00:16:59 - The Showdown: Cross-Sell vs. Upsell
• 00:18:45 - 6 Power Plays to Boost nAOV
• 00:18:48 - How to Pick & Price Like a Pro
• 00:27:10 - Perfect Timing for Maximum Conversions
• 00:29:36 - Test, Learn, Optimize, Repeat
• 00:31:55 - Go Use This – Start Today

LINKS AND RESOURCES:

• Get Your Marketing Performance IndicatorsTM Checklist Now!
• Get Your nCAC Calculator Now!
• make data driven marketing decisions with confidence
• 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!

Mentioned in this episode:

www.AdRoll.com/PT

https://perpetualtraffic.com/advertise-with-us/

https://www.activecampaign.com/

https://www.NEXTInsurance.com/perpetual

In this episode of Perpetual Traffic, Ralph and Kasim visit part 2 of a case study of a successful digital marketing campaign for a personal injury law firm. They emphasize the importance of emotive copywriting, a prominent phone number, and urgent call to action to boost conversions. Utilizing authentic user-generated content (UGC) relevant to the target audience is also highlighted. The hosts stress simplicity in advertising, understanding the target audience, and crafting resonant messaging. They delve into traffic harmonization, employing multiple platforms and targeting strategies for maximum ad effectiveness. Listeners are provided with specific examples and timestamps, facilitating easy application of these concepts to their own digital marketing efforts.

Chapters:

• 00:00:00 - Welcome to Perpetual Traffic
• 00:00:02 - The Case Study That Changed Everything
• 00:01:44 - Unveiling Creative Strategies: Steps 3 and 4
• 00:02:11 - Unlocking the Power of Avatars and Messaging
• 00:04:44 - Tailored Strategies for Each Platform
• 00:08:56 - Inside the Creative Lab: Game-Changing Insights
• 00:17:05 - Mastering Landing Page Optimization for Maximum Impact
• 00:21:51 - How We Achieved Results: The Full Story
• 00:23:36 - Wrapping Up: Final Thoughts and Your Next Step

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

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!

Mentioned in this episode:

https://www.NEXTInsurance.com/perpetual

https://www.NEXTInsurance.com/perpetual

https://www.activecampaign.com/

https://perpetualtraffic.com/advertise-with-us/

In this must-listen rebroadcast, Ralph Burns and Kasim Aslam break down a game-changing case study that reveals how combining Google’s deep data insights with Meta’s evolving ad algorithm can slash your cost per signed case to under $2,000 — a gold standard in personal injury law. Ralph and Kasim share how Tier 11’s refined Conversion Engine taps into Google’s 72 million (or more) data points to pinpoint high-intent leads at exactly the right moment. Even if you’re not in PI law, you’ll discover a tactical blueprint for blending paid search and social ads to secure more of your dream clients — while future-proofing your marketing against shifting ad platforms.

Chapters:

• 00:00:00 - Kickoff & Why This Episode Matters
• 00:00:37 - What Makes This Case Study a Game-Changer
• 00:02:13 - Winning Ad Tactics & Eye-Opening Results
• 00:05:34 - Behind the Scenes: How It Really Worked
• 00:11:28 - Roadblocks We Hit & How We Crushed Them
• 00:20:07 - How We Tracked Every Dollar Like a Hawk
• 00:23:07 - Cracking CPA: Real Estate Edition
• 00:24:36 - Why Data Tracking Can Make or Break Your Growth
• 00:27:36 - Tapping Into Google’s Goldmine for PI Law Wins
• 00:32:36 - Secret Sauce: Offline Conversions that Scale
• 00:40:34 - Big Takeaways & How to Use This in Any Industry

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

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!

Mentioned in this episode:

https://www.NEXTInsurance.com/perpetual

https://www.activecampaign.com/

https://perpetualtraffic.com/advertise-with-us/

https://www.NEXTInsurance.com/perpetual

In this special crossover episode, Ralph Burns takes the hot seat outside of Perpetual Traffic — guesting on the Cashflow Kings podcast with hosts Scott Brandley and DJ Sprague. Together they break down why your NCAC (New Customer Acquisition Cost) is the single most overlooked but mission-critical number in your business. Ralph explains how top e-commerce CEOs and growth marketers win by outspending the competition profitably, why so many 8-figure brands still get this wrong, and how you can finally tie NCAC to real revenue growth. If you want to scale smarter and protect your margins, don’t miss this behind-the-scenes look at Ralph’s playbook for dominating your market.

Chapters:

• 00:00:00 - Welcome to Perpetual Traffic: Let’s Dive In
• 00:00:16 - Meet Cashflow Kings: The Conversation Begins
• 00:00:56 - Why Customer Acquisition Cost Will Make or Break You
• 00:03:59 - Who’s Here: Ralph Burns Joins the Kings
• 00:04:58 - NCAC Explained: The Secret Metric for Growth
• 00:08:55 - How to Find Your NCAC Without Guessing
• 00:30:06 - The Real Math: Calculating Net Acquisition Cost
• 00:30:37 - Hidden Costs: Don’t Forget Your Ops Expenses
• 00:31:37 - Set Smart Profit Margins & Win on CAC
• 00:32:20 - Proven Tactics to Drive NAC Down
• 00:34:35 - Protecting Profits: Why Margins Matter More Than Ever
• 00:37:54 - How to Lift AOV Without Adding Friction
• 00:45:01 - Bundles & Irresistible Offers That Sell Themselves
• 00:48:37 - Ralph’s Final Word: The Million Dollar Takeaway

LINKS AND RESOURCES:

• Get Your nCAC Calculator Now!: https://www.tiereleven.com/ncac
• Cashflow Kings on Facebook: https://www.facebook.com/cashflowkingspodcast
• Shopper Approved: https://www.shopperapproved.com/
• make data driven marketing decisions with confidence: https://www.tiereleven.com/what-we-do/data-suite
• 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!

Mentioned in this episode:

www.AdRoll.com/PT

https://www.activecampaign.com/

https://www.NEXTInsurance.com/perpetual

https://perpetualtraffic.com/advertise-with-us/

In this episode of Perpetual Traffic, Ralph and Lauren are joined by Val Riley, Vice President of Marketing and Strategy at Unbounce, to tackle the latest disruptions in Google Ads' AI Max landing page requirements. As AI continues to reshape digital marketing, these changes could significantly impact how you design and optimize landing pages for Google Ads. This episode dives deep into practical strategies and insights to adapt to the new landscape and overcome the challenges presented by these updates.

Chapters:

• 00:00:00 - Kicking Off the Perpetual Traffic Podcast
• 00:01:56 - Meet Today’s Game-Changer: Val Riley from Unbounce
• 00:02:41 - Val Riley’s Path to Unbounce: From Start-Up to Industry Leader
• 00:04:17 - Google’s Hidden Updates: What You Need to Know
• 00:06:43 - Why User Experience is the Secret Sauce in Ad Success
• 00:08:09 - Supercharging Ad Performance with AI Max
• 00:17:26 - Crafting Landing Pages That Drive E-commerce Success
• 00:25:06 - Unlocking the Power of Custom Templates for Agencies
• 00:25:40 - E-commerce Landing Page Templates You’ll Love
• 00:28:12 - Mastering Cross-Selling: Smart Strategies for More Sales
• 00:29:17 - Proven Tactics to Maximize Conversions on Your Landing Pages
• 00:34:30 - Winning Marketing Strategies to Stay Ahead of the Competition
• 00:38:01 - Dive Into Unbounce’s Best Templates and Categories
• 00:40:42 - Wrapping Up: The Key Takeaways You Can't Miss

LINKS AND RESOURCES:

• Deliver the most relevant ad across surfaces
• Episode 707: Decode Google’s New Diabolical Landing Page Changes with Tas Bober
• Val on LinkedIn
• Unbounce on LinkedIn
• Landing Pages and Templates
• Oli Gardner Unbounce videos
• Tier 11 Data Suite
• SUPERCHARGE YOUR MARKETING ROI
• 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!

Mentioned in this episode:

https://www.activecampaign.com/

www.AdRoll.com/PT

https://perpetualtraffic.com/advertise-with-us/

https://www.NEXTInsurance.com/perpetual