Podcast · Business

Perpetual Traffic

New episodes: Weekly
Typical length: 35 min
Latest: 6 Oct 2026
Language: English

Latest episode

6 Oct 2026 · 48 minNew

The Unified Marketing Strategy Behind MyFitnessPal's 220 Million Users

What's the real cost of running brand and performance marketing as separate teams? It is more than most marketing leaders want to admit. When every dollar is judged on last-click conversions, you're capturing existing demand while the pipeline of future customers dries up. I sat down with Jon Chang from MyFitnessPal, the category-leading nutrition app now inside ChatGPT Health, to break down how he runs brand and performance marketing as one system. Jon shares how his team runs roughly 700 creatives at once and tests new messaging for just $100–$300 a week. He also explains how moving off a…

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Earlier episodes 29 most recent

E809 · 29 Sep 2026 · 39 min

Your Marketing Team Shouldn't Write Your Ads — Here's Who Should

Is your creative saying the same thing over and over? We can help you build a messaging strategy that scales your paid media. Talk to us at: https://www.tiereleven.com/apply Your creative team is producing more ads than ever. So why does every one of them say the same thing? Most brands skip the one step that decides what their creative actually says, and then pay for that mistake with every new dollar they spend. On today's show, I'm breaking down a real conversation with the VP of marketing at a $40 million disability benefits advocacy brand. They've had two agencies in two years, no…
E808 · 22 Sep 2026 · 37 min

Why Your 'Winning' Ad Is Probably the One You're About to Kill

Running ads across multiple channels and not sure which ones are actually driving growth? Our teams can audit your attribution and show you where your budget should really go. Talk to us at: https://www.tiereleven.com/apply A video is soaking up your ad spend and showing almost no conversions, so the obvious move is to kill it. But what if that video is the reason your cheap last-click image ads look so good in the first place? Ricardo Pouwels, one of our growth strategists at Tier 11, joins me again to break down how attribution and creative measurement change as a business grows from one…
E807 · 15 Sep 2026 · 48 min

Why Your Best-Performing Ad Might Be the One Getting Zero Conversions

Your top-of-funnel ads might be driving more of your conversions than you realize. Let us audit your account and show you what's really working. Talk to us at: https://www.tiereleven.com/apply You can't just look at your top-converting ad and call it a day anymore. That ad probably isn't doing what you think it's doing. So if you've been asking "which ad is actually working," you're asking the wrong question, and it's costing you. Thomas Mcnaught joins me again to break down how Meta's Andromeda update has completely rewritten the rules of creative performance. We get into how creative…
E806 · 1 Sep 2026 · 38 min

They Grew to $10M+ on Angles That Worked...Here's What Scales Them to $100M

Has your Meta ads performance stalled? We can help you redesign your messaging and creatives for sustained growth. Talk to us at: https://www.tiereleven.com/apply Here's something growing brands don't realize until growth stalls: the messaging that built your business will eventually run out of steam, even while your offer keeps converting. So why does that happen, and what do you do about it? On today's show, I'm breaking down a real client case study: an eight-figure SaaS-powered lead generation and coaching business that's been stuck at a revenue plateau for nearly two years. We dig into…
E805 · 25 Aug 2026 · 34 min

Hit the Google Ads Ceiling? Here's the Creative Strategy That Breaks It

Struggling to scale your ads? Spending more won’t fix the problem. Let’s figure out why your growth strategies are not working. Talk to us at https://www.tiereleven.com/apply You've hired agency after agency, and no matter what they try, you can't scale your Google Ads. You don’t have a Google problem. It’s a creative strategy problem. Until you fix demand creation, no amount of campaign optimization is going to get you unstuck. In this episode, I break down a real client situation: a 14-year-old B2B SaaS company spending upwards of $200K a month on Google Search with no good answer for why…
E804 · 18 Aug 2026 · 42 min

Bad Data and 10+ Minute Video Ads Were Killing This Account - Here's the Fix

Is your Meta ad account stuck at the same growth level? We can run a growth diagnostic and recommend the right strategy to scale your business. Talk to us at https://www.tiereleven.com/apply Posting more content doesn't automatically mean better results. One of our favorite clients learned that the hard way after posting 156% subscriber growth in under six months. Such growth never sustains on autopilot, and figuring out why is what separates a good agency from a great one. In this episode, Tier 11 growth strategist Thomas Mcnaught joins me to unpack the full growth diagnostic we ran for the…
E803 · 11 Aug 2026 · 42 min

$5.5M to $12.1M in 13 Months: What Happens When You Fix the Data First

Is your marketing team running campaigns blindly? Grab your copy of our FREE nCAC calculator to guide them with the metrics that matter: https://www.tiereleven.com/ncac Are you scaling your ad spend without knowing your true customer acquisition cost? If you don’t understand your numbers, every additional dollar you put into traffic could be a gamble, even if your campaigns look profitable inside the platforms. I sat down with Kobi Topaz, Head of Tech at Tier 11, to break down how we helped an automotive parts brand uncover the data they needed to scale. We explored why platform-reported…
E802 · 4 Aug 2026 · 28 min

One Lead Gen System, 1,000 Agents, $1.5M/Month: Here's the Architecture

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…
E801 · 28 Jul 2026 · 50 min

From $2.5M to $4M a Month. Ad Spend Barely Changed. Here's Why

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…
E800 · 21 Jul 2026 · 35 min

3 Ways AI Is Quietly Replacing Traditional CRO

Stop losing revenue after the click! Get your free conversion audit at https://www.tiereleven.com/cro/service Are you optimizing your ads but ignoring what happens after the click? Most brands obsess over traffic acquisition while leaving massive revenue opportunities hidden inside their websites, forms, and customer journeys. In this third episode of our CRO series with Ned MacPherson, head of CRO at Tier 11, we get into why CRO is really revenue optimization and why copying a competitor's "pretty" site is a dangerous shortcut. Ned introduces the AI feature we built that scours the web…
E799 · 14 Jul 2026 · 43 min

Half Your Ad Budget Is Working Against You (And You Don't Know It)

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/apply Why 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…
E798 · 7 Jul 2026 · 34 min

They Were Spending $115K a Month Without Knowing What Worked

Stop guessing what’s working! Grab your Marketing Performance Indicators™ checklist now: https://perpetualtraffic.com/mpi Are you making six-figure ad spend decisions with incomplete data? If you can't confidently explain which marketing channels are actually driving revenue, you're probably wasting budget without realizing it. In today’s episode, I'm reviewing a real case study from one of our discovery calls: a nine-year-old, $13 million premium home wellness brand selling $10,000 to $20,000 systems. Their nCAC had climbed to $2,800 in the US, nearly double what they're paying in Canada,…
E797 · 26 May 2026 · 44 min

What a Live CRO Audit Reveals That Your Design Agency Never Shows You

Stop losing revenue after the click! Let’s find the leak before your next ad. Get your free CRO audit at: https://www.tiereleven.com/cro/service Are you optimizing your site based on what looks good or what actually converts? Most brands are bleeding revenue because their CRO strategy starts with design opinions instead of hard data. If you're copying competitor layouts or A/B testing button colors without first identifying your true 'metric on fire,' you're solving the wrong problem. In this episode, Tier 11's CRO lead, Ned MacPherson, is back for part two of our three-part series. Ned…
E796 · 19 May 2026 · 33 min

Stop Redesigning. Start Diagnosing. The CRO Method That Actually Works

The conversion problem is not in your ad account. It's in the gaps between your ads, landing pages, data, and unit economics. Sign up for our free CRO audit and close the gaps today: https://www.tiereleven.com/cro If your CRO agency is leading with design opinions instead of data, you're not optimizing. You're guessing. There's a critical difference between CRO that looks smart and CRO that actually moves revenue, and most businesses have never seen the real thing. In this episode, I sit down with Ned MacPherson, the Director of CRO at Tier 11. Ned built and scaled his CRO and analytics…
E795 · 12 May 2026 · 47 min

Chick-fil-A's Secret to 15% Growth for 37 Years Straight

What makes a brand legendary? You might think it’s all about your product or service. The truth is, it’s not about how good you think your stuff is but what your customers say about you. Legendary brands are defined by their raving fans, and if you’re not creating "raving fan" relationships, you’re missing the mark. Today, we revisit a conversation with Scott Wozniak, who breaks down the behaviors of raving fans. These behaviors aren’t opinions. They are measurable actions that show whether your customers are coming back more often, paying full price, and telling others about you. Scott also…
E794 · 5 May 2026 · 18 min

How to Become a Supercommunicator (Ask These Questions)

Do you often feel like your conversations aren't going anywhere? Or that you’re not connecting as deeply as you'd like? It turns out, most of us are missing a key ingredient in our communication. We're not asking the right questions. In today’s episode, we share part of the conversation we had with Charles Duhigg on becoming a supercommunicator. Charles reveals why traditional conversations fail and what you can do differently to spark real engagement. He explains how asking the right questions can shift a conversation from shallow small talk to deep, emotionally resonant discussions. Want…
E793 · 28 Apr 2026 · 20 min

Scaling Ads Is Killing Your Profit (Here’s the Fix That Works)

Are you spending more on traffic than you’re actually making and calling that “growth”? Business owners often chase scale, obsess over ROAS, and completely miss the bigger picture. Most of them don’t have a traffic problem but a strategy problem. And if you don’t fix it, you’re just working for Meta, Google, or whoever owns your traffic source. Today, we revisit a conversation we had with Kasim Aslam. He breaks down a hard truth about scaling: diminishing returns are still returns, but most businesses quit too early. We explain why entrepreneurs stop at the peak of performance instead of…
E792 · 21 Apr 2026 · 21 min

156% More App Subscribers in Six Months! Here’s How We Did It

Download your free Tier 11’s nCAC calculator at: https://www.tiereleven.com/ncac How do you acquire new customers without frustrating the ones you already have? It’s a delicate balance that’s harder than it seems, especially when you think you've reached your market saturation. In this episode, we revisit a case study of a business that thought it had tapped out its market but was still able to scale quickly and profitably. We offered data-driven customer segmentation, personalized ads, and targeted creative hooks. Our results within about six months included a 52.7% year-over-year increase…
E791 · 14 Apr 2026 · 54 min

5 Missed Forecasts. Then One Budget Shift. Then 4 Straight Hits.

Are you scaling ad spend but getting worse results? If your ROAS looks amazing while your growth stalls, you might be optimizing for the wrong thing, and it’s costing you more than you think. In this episode, I sit down with Scott Desgrosseilliers from Wicked Reports to break down one of the best case studies we’ve ever run at Tier 11. After five consecutive missed forecasts, we made a bold move and achieved incredible results. We cut over 90% of Amazon spend and reallocated the budget to top-of-funnel channels. The result? Four straight quarters of growth, lower customer acquisition costs,…
E790 · 7 Apr 2026 · 22 min

Stop Saying This on Sales Calls (It Hurts Your Deals)

Apply for our free $10,000 audit of your digital strategy: https://www.tiereleven.com/audit Why do some prospects respect you while others walk all over you? When you feel like you’re chasing the sale instead of controlling it, you’re already losing. Neediness kills deals, and most marketers don’t even realize how often they signal it. In this episode, we revisit a conversation I had with Oren Klaff on why traditional sales tactics, including being polite, agreeable, and even “professional,” actually sabotage your results. We get into frame control, status dynamics, and the subtle behaviors…
E789 · 3 Apr 2026 · 21 min

Why Pausing Meta Ads Based on CPA Is a BIG Mistake!

Has your business growth stalled? You need to audit all aspects of your marketing strategy to uncover the reasons. We are giving away our $10,000 audit process to a few brands. Book your spot: https://www.tiereleven.com/audit Ever been told to cut your losers and let your winners run? It sounds simple enough, but what if this popular advice is actually hurting your ad performance? In today’s episode, we’ll uncover why focusing on CPA (Cost Per Acquisition) might be misleading and what you should do instead to optimize your ad strategy. Tier 11’s John Moran walks us through an experiment…
E788 · 31 Mar 2026 · 28 min

Why the Funnel Is Dead (And What Actually Drives Growth Now)

Stop spending more on an outdated digital strategy. Let our experts audit it and give you the blueprint you need to scale fast. Book your spot: https://www.tiereleven.com/audit (only 3 spots available). Are you still optimizing channels in isolation, thinking Meta is broken while Google “works”? That mindset is exactly what’s killing your growth. If you’re chasing last-click ROAS or shifting spend based on siloed performance, you’re missing the bigger picture, and it’s costing you more than you think. In this episode, we challenge the entire concept of the traditional funnel. We look at why…
E787 · 27 Mar 2026 · 25 min

The Funnel Is Dead. Here’s What Full-Funnel Actually Means Now

Is your digital strategy outdated? Let our experts audit it and give you the blueprint you need to scale. Book your spot: https://www.tiereleven.com/audit (only 3 spots available). Are your ads blending in, allowing cheaper competitors to win? If you’re still leading with product features and price, you’re playing a losing game. The real question is: are you selling what the product does or how it makes people feel? Today, we break down a major shift we’re seeing with Meta and modern performance marketing, where brand storytelling is no longer optional. We walk you through a real case study…
E786 · 24 Mar 2026 · 18 min

Your Comments Section Is a Sales Floor. Is Anyone Working It?

Are you burning cash on the wrong strategy? Share a few details about your brand, and we’ll show you exactly where you’re leaking profit. Book your spot: https://www.tiereleven.com/audit (only 3 spots available). Is the classic sales funnel dead, or are we just missing the point? Your customers aren't following a simple, linear path anymore. They're multitasking, researching, and engaging in ways we can't afford to ignore. In today’s episode, we talk about the overlooked power of post-click interactions, specifically the importance of responding to comments. We break down why engagement on…
E785 · 20 Mar 2026 · 37 min

Still Relying on Old Funnels? Here’s What's Working in Meta Ads Right Now

Stop guessing. Get the blueprint you need to scale fast. Book your spot: https://www.tiereleven.com/audit (only 3 spots available). Is your Meta ad strategy outdated? If you're still running campaigns with a rigid funnel approach, you're probably missing out. In this episode, we break down the evolving landscape of Meta campaigns and share insights on how to cut through the noise. We explain why targeting not just existing customers but new and engaged audiences is necessary for driving real growth. Lauren walks us through her "Five Horsemen" strategy, view-through vs. click-through…
E784 · 17 Mar 2026 · 28 min

Your CAC Is Lying to You — Here's the Number That Isn't

Stop flying blind with data! Let us give you the exact blueprint you need to scale fast. Book your spot: https://www.tiereleven.com/audit (only 3 spots available). Is your customer acquisition cost (CAC) accurate? In this episode, we answer the critical question every marketer and business owner faces: Can you trust the data you’re getting from ad platforms? If you can’t fully rely on those numbers, how can you be sure that your strategy is working? We’ll address these questions and share our thoughts on audience definitions, data accuracy, and how to ensure that your marketing efforts are…
E782 · 10 Mar 2026 · 44 min

How to Tell If Your Agency Is Performing (Not Just Reporting)

Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/audit Are your ads working, or are the dashboards just telling you what you want to hear? Too many marketers celebrate high ROAS inside Meta or Google while revenue in Shopify tells a very different story. If your agency is “reporting well” but the business isn’t growing, something is broken. In this episode, we break down why in-app metrics are often misleading, how platforms double-count conversions, and why your CRM or store data must always be the source of truth. We also share the questions every VP of Marketing…
E781 · 6 Mar 2026 · 35 min

Is Your Agency Performing Or Just Reporting Well?

Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/audit Are you getting the results you expect from your agency? Or is your marketing just vanity metrics? Too often, businesses spend thousands of dollars without understanding whether their marketing is truly driving revenue. In today’s episode, we get into why performance marketing should focus on what matters most: the impact on your bottom line. We break down the issues we’re seeing in the agency space, including a shocking example of a business spending $30-40K a month without any measurable results, all because their…
E780 · 3 Mar 2026 · 33 min

Meta Andromeda 'Ice Cream Strategy' - Stop Killing Your Best Flavors!

Partner with our Meta ads experts: https://www.tiereleven.com/apply Are your ads “good enough” but still not getting anyone to fall in love? If your creative looks like vanilla ice cream, you’re probably forcing Meta to guess, and that’s basically running your business off a magic "8 ball." In this episode, we use ice cream flavors to explain what Meta’s real creative diversification demands. We break down why “pink shirt vs blue shirt” isn’t diversification, how the 25% (or more) difference rule actually plays out, and why you need multiple angles that feel like totally different flavors,…

About Perpetual Traffic

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 2015

Perpetual Traffic is a English business podcast from Tier 11. Melo plays each episode straight from the publisher's own feed — no ads added, no account needed — and remembers where you stopped, in this browser only.

Publisher: Tier 11
Language: English
Category: Business
New episodes: Weekly
Typical length: 35 min
Latest episode: 6 Oct 2026
Feed: RSS — paste into any podcast app
Apple Podcasts: podcasts.apple.com/podcast/id1022441491
Rights: Tier 11

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