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Are you still pausing “winning” ads because Meta tells you the CPA is broken? In this episode, we break down the next layer of our three-part series on why turning off Meta’s conversion obsession is the smartest move you can make right now.

John Moran walks us through a real case study where individual category campaigns, feeder strategy, and engagement metrics drove an 80% lift in new customers. We unpack why hook rate, CTR, and directional signals matter more than platform-reported conversions, and how Shopify and blended nCAC become the real source of truth.

We also connect the dots between Meta and Google in a way most marketers completely miss. You’ll hear how improved Meta creative reduced Google spend by 20% while increasing total new customers by 37%. And if you want proof that Meta is a top-of-funnel growth engine and not an attribution tool, this episode lays it out step by step.

In This Episode:

- Why you should not pause winning ads

- Hook rate & outbound CTR benchmarks

- Example of benchmarking with nCAC

- Amazon, Google, and Meta sales overlap

- Case study: Meta’s impact on Google results

Mentioned in the Episode:

Previous Episodes On Why You Should Not Pause Ads: https://www.youtube.com/@perpetual_traffic

Tier 11’s nCAC: https://www.tiereleven.com/ncac

Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite

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/

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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://www.tiereleven.com/audit

https://www.NEXTInsurance.com/perpetual

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

https://www.tiereleven.com/audit