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:

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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:

Head to www.perpetualtraffic.com to apply to be a sponsor of this show

www.ActiveCampaign.com

https://www.activecampaign.com/

https://unbounce.com/pt/