Perpetual Traffic

The easy shortcuts in digital marketing, like quick flips, four-hour workweeks, and AI-generated funnels, are gone! Former Perpetual Traffic co-host and Google Ads powerhouse Kasim Aslam joins us today to explore why the old playbook no longer works and why the future belongs to those willing to do the hard, unscalable work.  

Kasim shares the thesis that changed how he approaches starting and scaling a business. From his incubator of 17 businesses to investing in industries most people overlook, Kasim’s perspective will reframe how you think about scaling in the AI-driven landscape. 

If you want to learn how to build smarter, stronger businesses in a world where automation alone won’t save you, this one is for you!

In This Episode:

- Kasim's journey post-Perpetual Traffic

- The cost of traffic in digital marketing

- Scaling and measuring profitability: "diminishing returns" is not a stop sign

- Accounting for incalculable gains as you scale

- The death of quick flip businesses 

- Leveraging hard work and human connection 

- Apple’s example of goodwill and brand loyalty

- How to sign up for the upcoming growth hacking conference

Mentioned In the Episode:

Previous episode with Kasim on the law of inverse profitability: https://podcasts.apple.com/us/podcast/why-the-law-of-inverse-profitability-is-the-1-way/id1022441491?i=1000650815702 

Sign up for the Growth Hacking conference with Kasim: perpetualtraffic.com/growth

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/ 

Follow us on X: https://x.com/perpetualtraf 

Connect with Kasim Aslam: 

• Website - https://kasimaslam.com/ 
• LinkedIn - https://www.linkedin.com/in/kasimaslam/ 
• Instagram - https://www.instagram.com/kasimaslam/ 

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 

Connect with Lauren Petrullo:

• Instagram - https://www.instagram.com/laurenepetrullo/
• LinkedIn - https://www.linkedin.com/in/laurenpetrullo  
• Consult Mongoose Media - https://mongoosemedia.us/ 

Mentioned in this episode:

https://www.activecampaign.com/

www.AdRoll.com/PT

https://www.NEXTInsurance.com/perpetual

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

Black Friday and Cyber Monday are right around the corner, and many beauty brands are feeling the pressure. Lauren Schwartz, Head of Creative Strategy at Tier 11 and founder of The Loft 325, joins me today to discuss how beauty brands can still make the most out of these significant days. 

Lauren shares her experience and proven strategies to help beauty brands thrive in this competitive season. We talk about creative hook strategies, bundle offers, and the best ways to connect with your audience.

It’s not too late! You can still make this holiday season your most successful yet. Lauren’s expert advice will help you maximize your sales potential, avoid profit pitfalls, and turn BFCM into your biggest revenue days of the year!

In This Episode:

- Meet creative strategist, Lauren Schwartz

- The "cheat code" for Black Friday and Cyber Monday sales

- Bundle strategy vs discounts: avoiding profit pitfalls 

- How to create a bundle for BFCM

- Multiple bundle strategy vs site-wide sales 

- What is the best discount price for BFCM bundles?

- How aggressive should you be when using bundles for LTV growth?

- Tips for creative hooks for beauty brands

- Understanding holiday hooks: subtle vs in-your-face approaches 

- Black Friday and Cyber Monday webinar preview

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/ 

Follow us on X: https://x.com/perpetualtraf 

Connect with Lauren Schwartz: 

• LinkedIn: https://www.linkedin.com/in/lauren-schwartz-07354312 

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 

Connect with Lauren Petrullo:

• Instagram - https://www.instagram.com/laurenepetrullo/
• LinkedIn - https://www.linkedin.com/in/laurenpetrullo  
• Consult Mongoose Media - https://mongoosemedia.us/ 

Mentioned in this episode:

www.AdRoll.com/PT

https://www.activecampaign.com/

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

https://www.NEXTInsurance.com/perpetual

Don't just throw content out there! Make it purposeful. Download our content matrix today to refine your strategy, map content that connects, and discover fresh angles that keep your audience engaged. 

Get it here: https://www.tiereleven.com/content-matrix 

Creating content for your brand is not just about posting product pictures and hoping for the best. If your social media feed feels disconnected or lacks authenticity, it’s time to rethink your strategy. Alisan Matthews, Head of Email and Social Media Marketing at Tier 11, joins me to discuss how to align your brand’s message with your audience to boost engagement. 

Alisan explains how you can identify the core pillars of your brand’s messaging and use them to create a content matrix that guides your posts. By organizing your ideas into clear categories, such as education and community engagement, you can maintain consistency while diversifying your content for better engagement.

In This Episode:

- Meet Alisan Matthews

- Crafting your brand's unique story with content

- Why authenticity on social media is critical

- Getting started with the content matrix

- The four pillars of content creation strategy

- Implementing the product promotion tier

- Does the content matrix apply to all industries?

- Education and value: leveraging engagement & trends

- Webinar announcement and Black Friday tips

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/ 

Follow us on X: https://x.com/perpetualtraf 

Connect with Alisan Matthews: 

LinkedIn: https://www.linkedin.com/in/alisanschmidt/ 

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 

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo  

Consult Mongoose Media - https://mongoosemedia.us/ 

Mentioned in this episode:

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

https://www.activecampaign.com/

www.AdRoll.com/PT

https://www.NEXTInsurance.com/perpetual

As Meta continues to invest billions in AI, understanding its impact on advertising strategies is crucial for any marketer looking to stay competitive. In this episode, Andrew Foxwell, a true OG in Meta advertising, reveals how marketing agencies and consultants can adapt to the rapidly changing digital landscape. 

Andrew discusses how AI is not only making advertising more automated and accessible but also revolutionizing the creative strategy game. He shares valuable insights on what works today and what doesn’t when it comes to creating effective ads and navigating Meta’s complex ecosystem. 

Plus, Andrew presents a framework for agency owners who are feeling overwhelmed by AI adoption and the pressure of client expectations. His approach to identifying what matters versus what’s just noise will help you align your marketing strategy with Meta’s latest AI innovations.

In This Episode:

- Andrew Foxwell’s career in digital marketing

- Meta's investment in Andromeda and ad automation

- Meta’s AI innovations in organic traffic vs advertising

- What marketing agencies should be doing differently today 

- Biggest challenges agencies are facing with AI adoption

- Helping agencies identify the "one thing they must do" and why

- Managing client expectations and communicating AI adoption plans 

- How to connect with Andrew Foxwell and Foxwell Founders

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/ 

Follow us on X: https://x.com/perpetualtraf 

Connect with Andrew Foxwell: 

Website:  https://www.foxwelldigital.com/ 

Email: [email protected] 

Join Foxwell Founders: https://foxwellfounders.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 

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo  

Consult Mongoose Media - https://mongoosemedia.us/ 

Mentioned in this episode:

https://www.activecampaign.com/

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

www.AdRoll.com/PT

https://www.NEXTInsurance.com/perpetual

You’ve got your first $10K to invest in your new in-person or online business. Should you dive into ads, hire an agency, or focus on content creation? It’s overwhelming, especially when everyone has their own “secret” formula for success. You don’t need to invest in every trendy digital marketing strategy to see results.

In this episode, we break down what moves the needle for new business owners. From influencer partnerships that cost you nothing to leveraging simple content creation, we share our go-to marketing strategies based on real-world success stories.

Forget the noise. Focus on what works, and do it consistently. Join the conversation now and learn how to make smart, calculated decisions that build a solid foundation for your business.

In This Episode:

- Comparing notes on personal relaxation techniques–yes, really!

- Challenges of starting a business

- Why you need to prioritize effective marketing strategies

- How to spend $10k to drive in-person and online sales

- Why build a brand personality or share the founder’s story

- Leveraging user-generated content

- The need for in-person events when selling to Gen X

- Handcrafting vs. automating customer engagement

Mentioned In This Episode

Ryan Reynolds Shares His Aviation American Gin Out of Office Reply - https://www.youtube.com/watch?v=VbJwX6aG8Uc

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/ 

Follow us on X: https://x.com/perpetualtraf 

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 

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo  

Consult Mongoose Media - https://mongoosemedia.us/ 

Mentioned in this episode:

https://www.activecampaign.com/

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

www.AdRoll.com/PT

https://www.NEXTInsurance.com/perpetual

Today, we’re breaking down a lead generation case study that resulted in a 397% increase in revenue and a 356% boost in gross profit. The business, which was stuck at $620,000 in annual revenue, shot up to $2.5 million after just six months of applying the right strategies. 

We dug into the client’s existing assets, found multiple lead magnets, and used them to target different pain points across a broader audience. The result was a more engaged audience, a more diversified funnel, and ultimately more conversions. 

If you’re struggling to scale, it's time to rethink your marketing strategy. Stop pushing for immediate sales and start creating a nurturing experience for your audience. Listen in and learn how you can adapt our lead gen strategy to fit your business. 

In This Episode:

- Lead generation case study results breakdown

- Step 1: Moving from simple to complex funnel strategy

- Step 2: Installing the CPL/nCAC reducer framework

- Step 3: Deploying the digital velocity engine for ad creation

- Final results summary: 397% revenue increase

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/ 

Follow us on X: https://x.com/perpetualtraf 

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 

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo  

Consult Mongoose Media - https://mongoosemedia.us/ 

Mentioned in this episode:

https://www.activecampaign.com/

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

www.AdRoll.com/PT

https://www.NEXTInsurance.com/perpetual

Why do some ad campaigns crush it while others flop, even with the same budget? It all comes down to metrics and strategy. Let’s get the first part out of the way. 

Get Your nCAC Calculator Now! - https://www.tiereleven.com/ncac 

In today’s episode, we share a client story where more than $10,000 went up in smoke on a webinar that didn’t convert, and how a simple shift in strategy turned everything around.  

Lauren explains how her team builds strategy documents that keep everyone aligned and how knowing your numbers and setting the right goals can change everything. We also get into the real differences between subscribers, leads, and sales-qualified leads, and why so many businesses set themselves up for frustration by mixing them up.  

If you’re planning a webinar launch or any infoproduct, setting ad budgets, or just trying to figure out where to put your next marketing dollar, you need the right strategy to achieve your goals. Listen in as we share the wins, the lessons, and the strategies that can help you turn ad spend into predictable growth. 

In This Episode:

- Why strategy is critical for achieving marketing goals

- Mongoose’s strategy documents for the post-hire process 

- Example of revenue vs sales and marketing goals

- The structure and content of the strategy doc 

- Pixel strategy for Meta and monitoring the campaign performance

- Why Meta is better than Google for selling webinars 

- Budget allocation strategy for awareness, conversions, and lead generation

- Email/SMS integration into the paid ads strategy 

- Final thoughts on the strategy success formula: goal, budget, and target 

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/ 

Follow us on X: https://x.com/perpetualtraf 

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 

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo  

Consult Mongoose Media - https://mongoosemedia.us/ 

Mentioned in this episode:

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

www.AdRoll.com/PT

https://www.activecampaign.com/

https://www.NEXTInsurance.com/perpetual

Meta’s Andromeda updates have made most ad strategies obsolete. We can help you update your ad strategy using AI and creative diversification for a high ROAS.

Talk to us: https://www.tiereleven.com/apply  

In today’s episode, we take you to our Ad Lab live event, where we discussed Meta's Andromeda update in detail and how it's changing the digital advertising landscape. Our guest, John Moran, has been testing and deploying strategies to match the new updates, achieving incredible results.

We explore how focusing on creative diversification can break through tough competitive markets, even when business performance isn’t where it needs to be. John also shares the Fishbone Effect—a creative strategy that targets diverse audiences with various creative elements within the same campaign.

You’ll understand why your creative strategy is everything when it comes to scaling your Meta ads. We’ll also cover key strategies that can help you scale your campaigns despite the ongoing Andromeda updates.

In This Episode:

- Meta Andromeda update & testing strategies

- Content diversification strategy: 10 different ad types explained

- Results from one campaign, one ad set structure with Andromeda

- The Fishbone Effect: How Meta distributes ad spend 

- When to pause high-spend, low-converting ads 

- Performance max with CAPI imports results

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/ 

Follow us on X: https://x.com/perpetualtraf 

Connect with John Moran: 

LinkedIn: https://www.linkedin.com/in/johnmorangads 

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 

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo  

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

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

www.AdRoll.com/PT

https://www.NEXTInsurance.com/perpetual

https://www.activecampaign.com/

Before you spend another dollar on ads, you need to do your business math right. Download our Marketing Performance Indicators checklist to track the key metrics that accurately measure your marketing efforts.

Download the checklist here: https://www.tiereleven.com/mpi  

Today’s case study is a perfect example of why such metrics matter more than your creative or targeting efforts. The client came to us with growth goals, though their business had been in decline for three years. About 60% of their revenue was coming from existing customers, but that segment was shrinking year over year.

Even with our top strategist, Ricardo Pouwels, deploying proven strategies, we weren't able to break through the tough competitive landscape. We shifted the budget from Google to Meta ads and focused on improving new customer acquisition metrics, but the client couldn't wait for the strategy to fully take effect.

You'll learn that marketing can't fix a fundamentally flawed business model. Tracking metrics like new customer acquisition cost (NCAC) can show progress even when overall revenue drops, but only with realistic expectations about recovery timelines that most businesses aren’t prepared to accept.

In This Episode:

- Meet Tier11’s growth strategist, Ricardo Pouwels

- Case study: Gardening niche client with a flawed business model

- Challenges with Google Shopping and price competitiveness

- How pricing issues contributed to the client’s decline

- Testing new strategies: Meta Ad budget adjustments

- What is the ideal timeframe for testing new marketing strategies?

- Managing client expectations while saving a struggling business

- Why a paid media strategy does not always work

- What’s the best way to turn around a declining seasonal business?

- Why didn’t we focus on email marketing to boost sales?

- How to tackle business challenges with paid media

Want to learn how to calculate your NCAC?

Listen to our previous episode on NCAC: 

https://podcasts.apple.com/sk/podcast/part-1-the-5-step-formula-to-determine-your-ncac/id1022441491?i=1000686217283 

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/ 

Follow us on X: https://x.com/perpetualtraf 

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 

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn - https://www.linkedin.com/in/laurenpetrullo  

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://www.NEXTInsurance.com/perpetual

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

www.AdRoll.com/PT

Ralph and Lauren sit down with Corey Quinn, Agency Growth Advisor and former CMO of Scorpion, to uncover the exact strategies that took a stalled $10–$20M agency and propelled it to over $100M in revenue. Corey reveals his “Dream 100” inspired outreach strategy, why DS (Dream Segment) and GBO (Greatest Business Outcome) are essential to focus, and how to build a repeatable system for landing high-value clients. If you run an agency, consultancy, or service business, this conversation will challenge the way you think about lead generation, positioning, and scaling — and give you the tactical blueprint to make your growth goals inevitable.

Chapters:

• 00:00:00 - Cliff jumps, private jets, and setting the stage for big growth
• 00:01:51 - Meet Corey Quinn: the agency growth strategist Ralph swears by
• 00:04:31 - From CMO to 10X revenue: the Scorpion success story
• 00:07:05 - The real challenges (and winning moves) behind a $100M leap
• 00:12:42 - Why deep specialization is your ultimate growth accelerator
• 00:18:09 - Building a culture that fuels operational excellence
• 00:20:50 - How the Deep Specialization Flywheel keeps momentum spinning
• 00:22:42 - Turning gifts into client magnets with outbound marketing
• 00:23:35 - From surprise packages to strategic outreach
• 00:23:58 - The secret psychology behind sending gifts that convert
• 00:26:28 - Reinventing outreach in a remote-first world
• 00:27:20 - Scaling your gift game without losing the personal touch
• 00:30:33 - Crafting irresistible, personalized gifts for dream clients
• 00:34:54 - Why relentless follow-up wins the biggest deals
• 00:40:07 - Wrapping up with a special offer you can’t ignore

LINKS AND RESOURCES:

• Website
• Anyone, Not Everyone
• 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:

https://www.NEXTInsurance.com/perpetual

https://www.activecampaign.com/

www.AdRoll.com/PT

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