『Perpetual Traffic』のカバーアート

Perpetual Traffic

Perpetual Traffic

著者： Tier 11
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Perpetual Traffic is a weekly podcast for CMOs, marketing directors, and business owners who want to master paid advertising, scale their businesses profitably and stay one step ahead of the shifting paid advertising landscape of today. Hosted by Ralph Burns (CEO of Tier 11, managing $200M+ in ad spend), the show covers digital marketing strategy, paid traffic optimization, and performance marketing, featuring expert interviews, case studies, and actionable campaign breakdowns. If you’re tired of wasting ad spend on campaigns that don’t convert, struggling to prove marketing ROI to executives, or overwhelmed by constantly changing platform algorithms and marketing tactics that promise results but deliver disappointment you’re in the right place. This show will give you the proven strategies from agencies managing millions in ad spend, behind-the-scenes campaign optimizations that actually work, and expert insights on marketing metrics that matter for real business growth. From Meta Ads and Google optimization to landing page conversion tactics and marketing attribution, each episode delivers actionable strategies you can implement immediately to improve your ROAS and scale your marketing efforts. Get all the free episode resources at perpetualtraffic.com 13+ million downloads | 700+ episodes | Weekly since 2015Tier 11 マネジメント・リーダーシップ マーケティング マーケティング・セールス リーダーシップ 経済学
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  • From $2.5M to $4M a Month. Ad Spend Barely Changed. Here's Why

    From $2.5M to $4M a Month. Ad Spend Barely Changed. Here's Why
    2026/07/28
    Download our Marketing Performance Indicators (MPI) checklist to track the key metrics that accurately measure your marketing efforts: https://www.tiereleven.com/mpi What happens when the channels you think are driving growth are actually just taking credit for demand you already created? Today we are breaking down how one premium DTC brand escaped inefficient bottom-of-funnel spending and scaled without sacrificing efficiency.I’m joined by Ricardo Pouwels, Growth Strategist at Tier 11, to revisit the next chapter of a case study we shared earlier. We unpack how the team expanded from managing only Meta and TikTok to increasing Amazon units sold by 63%, and improving overall customer acquisition efficiency.We’ll talk about why brand search campaigns often hide the real performance story, how reallocating budget into Meta, native ads, and connected TV created more demand, and why patience with attribution windows matters. In this episode, you’ll learn:- Why brand search campaigns can hide true marketing performance- How cutting Amazon ad spend increased sales volume- The importance of tracking blended CAC and MER- Why channel-specific ROAS targets limit growth- How Meta creates demand that Google and Amazon capture later- Using native advertising to unlock colder audiences- How connected TV supports multi-channel growth- How proactive agency strategy builds client trust- Why mature brands need diversified acquisition channelsMentioned in the Episode: Part 1 of the Case Study: https://perpetualtraffic.com/podcast/episode-791-5-missed-forecasts-then-one-budget-shift-then-4-straight-hits/ Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suitePartner With Tier 11 Marketing Experts: https://www.tiereleven.com/apply 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=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ 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-nowMentioned in this episode:https://perpetualtraffic.com/advertise-with-us/https://perpetualtraffic.com/advertise-with-us/https://perpetualtraffic.com/advertise-with-us/Apply for an ad spot on Perpetual Traffic for Q1 or Q2. Visit www.perpetualtraffic.com today to secure your spot!
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    50 分
  • One Lead Gen System, 1,000 Agents, $1.5M/Month: Here's the Architecture

    One Lead Gen System, 1,000 Agents, $1.5M/Month: Here's the Architecture
    2026/08/04
    Do you need an expert analysis of your ad account and creative strategy? Talk to us at https://www.tiereleven.com/apply Are your ad campaigns competing against your own business? I’m breaking down why one insurance platform was paying $150 per lead while competitors were paying just $30. The problem wasn’t the ads. It was how the ads were structured.We’ll analyze an AI-powered insurance SaaS platform with hundreds of agents running fragmented campaigns across Meta, Google, and other channels. I’ll walk you through the strategic changes we’re implementing, like building a creative strategy around specific customer avatars.I’ll also show you why centralized media buying, stronger creative hooks, and smarter lead distribution can transform a scattered advertising system into a scalable growth engine. If you’re managing lead generation, paid media, or a multi-location sales organization, this is your blueprint for building campaigns that actually scale. In this episode- Why identical products can have wildly different cost per lead - How agency black boxes increase cost per lead - Why fragmented ad spend triggers Meta auction competition - The minimum ad budget Meta actually needs to learn - How niche avatar targeting can double or triple performance - The Rolex franchise model for consolidating ad accounts - State-level targeting versus city-level Meta Ads - Using round-robin lead distribution to stop agent cannibalization - Why programmatic and CTV are the next layer after MetaMentioned in the Episode: High-End Pet Brand Case Study: https://perpetualtraffic.com/podcast/episode-801-from-2-5m-to-4m-a-month-ad-spend-barely-changed-heres-why/Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suitePartner With Tier 11 Marketing Experts: https://www.tiereleven.com/apply 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=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.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 Mentioned in this episode:https://perpetualtraffic.com/advertise-with-us/https://perpetualtraffic.com/advertise-with-us/https://perpetualtraffic.com/advertise-with-us/
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    28 分
  • Half Your Ad Budget Is Working Against You (And You Don't Know It)

    Half Your Ad Budget Is Working Against You (And You Don't Know It)
    2026/07/14
    Is your cost per lead rising with no clear reason? Let’s figure out together what’s not working. Book a call with our team: https://www.tiereleven.com/applyWhy are your leads getting more expensive even when you’re spending more on ads? The problem might not be your budget but your entire growth strategy. When campaigns are fragmented, creatives are stuck at the bottom of the funnel, and attribution is unclear, scaling becomes nearly impossible.In this episode, I break down a real-world case study from an $18 billion home builder operating across 19 markets. We uncover why their paid media strategy had plateaued, how fragmented budgets and bottom-heavy creative were limiting growth, and the strategic shifts needed to move from 6,500 homes sold annually toward a 10,000-home goal.I’ll walk through the full-funnel framework we recommended. Listen in to understand how you can apply these strategies to your own business.What you’ll learn:- Why fragmented ad budgets can prevent businesses from scaling- How bottom-of-funnel advertising limits long-term growth- The difference between demand generation and demand capture- Why Meta Ads should focus on awareness and consideration- How creative diversification improves campaign performance- Why user-generated content can outperform polished brand ads- How to turn organic social content into paid advertising assets- The importance of offline conversion tracking for high-ticket sales- Why optimizing for sales-qualified leads improves profitability- How open targeting helps Meta find higher-quality audiences- When to shift the budget away from the expensive Google search campaignMentioned in the Episode:Case Study On Cutting Bottom-Funnel Spending: https://www.tiereleven.com/resources/case-studies/44-revenue-growth-after-cutting-bottom-funnel-spend-91Watch The Breakdown Of The Bottom-Funnel Case Study: https://perpetualtraffic.com/podcast/episode-791-5-missed-forecasts-then-one-budget-shift-then-4-straight-hits/Review Similar Case Studies: https://www.tiereleven.com/resources/case-studies/spending-less-not-moreTier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suiteListen to This Episode on Your Favorite Podcast Channel:Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491Follow and listen on Spotify:https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuKSubscribe and watch on YouTube: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/Connect with Ralph Burns: LinkedIn - https://www.linkedin.com/in/ralphburnsInstagram - https://www.instagram.com/ralphhburns/Hire Tier11 - https://www.tiereleven.com/apply-nowMentioned in this episode:https://perpetualtraffic.com/advertise-with-us/
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    43 分
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