Perpetual Traffic

Ralph and Lauren sit down with Chris Martinez—founder of Bloom Partners and architect behind Agency Freedom Live—to expose what’s really wrong with the digital marketing agency space. With over a decade of experience, Chris shares hard-earned lessons on how bloated promises, shallow metrics, and lack of accountability are destroying agency reputations. If you're tired of BS and ready to scale your agency the right way—with real metrics and leadership that delivers—this episode is your roadmap. Discover how to stand out in a sea of scammers, earn client trust, and transform chaos into clarity. Chapters: LINKS AND RESOURCES: Agency Freedom LiveCALLING ALL 7-Figure MARKETING AGENCY OWNERS...BLOOMGet Your nCAC Calculator Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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!

Ralph is joined by Lauren Schwartz, Head of Creative Strategy at Tier 11 and founder of The Loft 325, to dissect the pressing challenges facing beauty and wellness brands in 2025. From skyrocketing tariffs (up to 145%) to ever-tightening Meta ad restrictions, Lauren shares how smart brands are adapting—using compliant creative strategies that still drive conversions. You’ll hear how to future-proof your product messaging, the hidden costs every marketer should be aware of, and the exact tactics that Tier 11 uses to scale through chaos. Whether you’re running a 7-figure wellness brand or looking to enter the space, this episode delivers punchy, practical advice to keep your pipeline flowing despite the hurdles. Chapters: LINKS AND RESOURCES: Scale Your Beauty Brand Without Wasted SpendACTUAL Data Driven CreativeGet Your nCAC Calculator Now!US-China Trade War Tariffs: An Up-to-Date ChartHow US tariffs would hit beautyTier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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!

Ralph Burns and John Moran, the Perpetual Traffic team unpacks the massive Meta ad platform changes now affecting marketers globally. As Advantage+ campaigns edge out manual controls, Ralph and John expose what’s really going on under the hood—and what advertisers must do to adapt. With over $1 million in ad spend analyzed from their proprietary “lab,” you’ll get front-row insight into how Tier 11 is pivoting for better ROI using an unnamed—but highly effective—CAPI-based custom event system. If you’re a business owner, CMO, or media buyer navigating Meta’s new limitations, this episode is your tactical guide to staying ahead of the curve in 2025. Chapters: LINKS AND RESOURCES: Episode 691: The MAJOR Meta Advantage+ Changes You Must KnowMeta Advantage + Breaking News! | Tier 11 Live! - EP037Get Your nCAC Calculator Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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

Ralph Burns welcomes Nick Miller, the Head of Traffic at Tier 11, to unpack the most important metric you’re probably not tracking—nCAC (New Cost to Acquire a Customer). A former professional musician turned media buying maestro, Nick walks us through the evolution of the nCAC calculator, the metric’s massive impact on client results, and why ROAS is no longer king. You’ll hear the behind-the-scenes of how Tier 11’s top media buyers use this tool to optimize spend, scale smarter, and avoid misleading metrics. If you want a better way to judge your ad performance—and a free tool to do it—this is the episode for you. Chapters: LINKS AND RESOURCES: Get Your nCAC Calculator Now!Past Episodes of Perpetual Traffic Featuring Nick MillerLinkedInEpisode 687: [Premium Beauty & Wellness Case Study] How We Increased New Customers 73% & Sales 57% in Q1 2025!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with...

Meta’s at it again—major changes are rolling out inside the ad platform, and if you're not adapting, you're already behind. In this fast-paced episode, Ralph Burns and Lauren Petrullo rip into the new developments around Advantage+ campaigns on Meta. No fluff, no filler—just hard-hitting insights on how the new algorithmic shift affects advertisers differently depending on their vertical, budget, and approach. The duo breaks down what’s really changing inside Meta, why this isn’t just another temporary tweak, and how to adapt before it’s too late. Whether you manage multimillion-dollar campaigns or are just looking to optimize your ad spend, this is a tactical must-listen. Expect conversation on creative fatigue, campaign segmentation, broad targeting, and what "control" in Meta advertising actually means now. Chapters: LINKS AND RESOURCES: Get Your nCAC Calculator Now!Maximize your campaign performance with AI.About Advantage+ sales campaignsTier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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!

Ralph and Lauren strip back the curtain on what it really takes to lead a high-growth business without losing your health in the process. From Ralph’s switch to veganism after two life-threatening heart events to Lauren’s obsession with Whoop and bio-tracking, they explore how personal wellness is the hidden lever behind sustainable business performance. You'll hear firsthand how metrics like HRV, sleep optimization, and even digital detoxes are giving these two agency founders a serious edge—and why ignoring your health could be your most expensive business mistake yet. If you're a data-driven leader ready to apply your marketing brain to your body, this episode is for you. Chapters: LINKS AND RESOURCES: Everything You Need to Know About Heart Rate Variability (HRV)How Not to Die: Discover the Foods Scientifically Proven to Prevent and Reverse DiseaseThe Game ChangersMealimeWhat The HealthTier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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...

Ralph reunites with paid media creative expert Lauren Schwartz for Part 2 of their deep dive into what makes beauty brand creatives truly perform. Lauren, founder of The Loft 325, unpacks how her team leverages emerging trends—like food-inspired visuals and creator authenticity—to build content that doesn’t just look pretty, but sells. From Hailey Bieber’s strawberry face trend to Halloween-ready lash looks and Cinnamon Toast Crunch-inspired lip gloss campaigns, Lauren shares real-world strategies and creative psychology that drive ROI. If you're a growth-minded entrepreneur craving tangible takeaways on trend-driven, authentic marketing that doesn’t feel like an ad, this episode is your masterclass. Chapters: LINKS AND RESOURCES: Scale Your Beauty Brand Without Wasted SpendEpisode 688: Beauty & Wellness Brands: How to Crush Your Creative with Lauren SchwartzACTUAL Data Driven CreativeScale Your Beauty Brand Without Wasted SpendYouTubeLinkedInGet Your nCAC Calculator Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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

Ralph and Lauren P. sit down with Tier 11’s Creative Director, Lauren Schwartz—formerly of The Loft 325—to unpack what truly drives high-performing ad creative in the premium beauty and wellness space. Drawing from years of experience and countless tests across major ad platforms, Lauren reveals why most brands are getting creative wrong and how to shift from “pretty” to “profitable.” From bridging the communication gap with design teams to using data to override subjective bias, this episode delivers actionable strategies to help CMOs, creative directors, and brand owners finally align aesthetics with ROI. If you’re ready to stop wasting ad spend and start scaling smart, this episode is your new playbook. Chapters: LINKS AND RESOURCES: ACTUAL Data Driven CreativeScale Your Beauty Brand Without Wasted SpendYouTubeLinkedInGet Your nCAC Calculator Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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: AppSumo -...

Ralph Burns unpacks a powerful case study from Tier 11’s vault that showcases how one beauty and wellness brand increased revenue by 57% and new customer acquisition by 73%—all without relying on TikTok or short-form content. Ralph dives into the exact creative strategies, ad structures, and conversion-optimized landing pages that drove the results, with an emphasis on the underutilized power of long-form video, Meta Ads, and segmentation by NAC and NAOV. If you're a DTC brand looking to scale profitably—especially in the beauty space—this episode is your blueprint. Chapters: LINKS AND RESOURCES: The ONLY 3 Ways to Grow Your Business (Most Get This Wrong)5 Ways To Find Your nCAC: Part 15 Ways To Find Your NCAC - Part 2What To Know About MER (Media Efficiency Ratio)NCAC Explained: The Key Metric for Scaling Your BusinessGet Your nCAC Calculator Now!How We Track Every Click (Without Losing Data to iOS & Ad Blockers!)How to Craft the Perfect Transitional Call to Action (Lead Magnet)Tier 11 JobsYouTube

Ralph and Lauren break down the immediate and long-term implications of the recently imposed tariffs—and what savvy marketers and business owners must do right now to stay ahead. From navigating rising costs of goods to uncovering massive ad spend inefficiencies (including a shocking $1.2 million in wasted budget), they share cutting-edge tactics for scaling during economic disruption. You’ll hear real-world client insights, why now might be a golden moment for ad buying, and how to tap into the “Warren Buffet mindset” when everyone else is pulling back. This episode is your playbook for profitable marketing during uncertainty. Chapters: LINKS AND RESOURCES: China slaps a 34% tax on all US imports in retaliation for Trump’s tariffsA timeline of Trump’s tariff actions so farWarren Buffett Is Being Fearful While Others Are Greedy. Is It a Warning?How Trump’s latest tariffs could affect your walletAcynEpisode 669: Trump’s Tariffs: The Marketing Opportunity & Impact RevealedGet Your nCAC Calculator Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph Thanks so much for joining us this week. Want to

Ralph Burns and Lauren Petrullo reconnect to unpack Lauren’s whirlwind tour through three of the biggest marketing events of the year: ShopTalk, South by Southwest (SXSW), and Podcast Evolution. From radically inconsistent product launches to Gen Z’s zero loyalty game, Lauren brings raw, in-the-room insights that challenge conventional playbooks. Discover how $200K vendor booths, haunted childhood bedrooms, and an invite-only Google quantum AI session all tie back to the future of customer experience and brand building. Whether you're scaling eComm or rethinking your retention funnel, this episode is packed with unexpected lessons, real-world tactics, and a few wild stories you won’t forget. Chapters: LINKS AND RESOURCES: ShopTalkSXSW ConferenceEvolutions by Podcast MovementFetchProsper ShowKlaviyoCriteoFlamingo EstateGet Your nCAC Calculator Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagram

Ralph Burns shares a special guest appearance he made on the Affiliated Podcast with hosts Tom and Kyle. While Lauren was away traveling, Ralph dove into his personal journey from affiliate marketer to agency owner, offering valuable insights on scaling a business through strategic delegation. He breaks down how to stop doing everything yourself and instead focus on what you do best—echoing themes from “Who Not How” and “10x Is Easier Than 2x.” Whether you're a media buyer, business owner, or marketing exec, Ralph’s lessons on outsourcing, managing, and growing a digital business are must-hear takeaways from this cross-platform episode. Chapters: LINKS AND RESOURCES: ClickBankEpisode 678: The 100% Foolproof Framework to NEVER Make a Bad Hire Ever Again! (Part 2)Episode 664: Avoid This 1 Common Hiring Mistake at Your Own PerilEpisode 670: How “The 4 C’s” Will Catapult You to Your 10X Goal in 2025YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagram

In this special live workshop edition of the podcast, the team at Tier 11 dives into a behind-the-scenes strategy session with a real brand, tackling the financial backbone of scalable growth. From calculating Net Allowable CAC (NAC) to mapping out customer LTV and building membership-first funnels, this episode is packed with actionable insights. Discover how to avoid costly scaling mistakes, implement profit-first media strategies, and make smarter decisions with the right data. Whether you're driving eCommerce, subscriptions, or both, this is a raw, real-time breakdown of what it actually takes to grow profitably at scale. Chapters: LINKS AND RESOURCES: Episode 668: Part 2 – The 5 Step Formula to Determine Your nCACEpisode 581: Why nCAC Is ‘The New ROAS’ in Digital Marketing With Scott DesgrosseilliersEpisode 616: nCAC, nMER & nAOV: What Are They & Why Are They So Important in Your MarketingGet Your nCAC Calculator Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph Thanks so much for joining us...

Ralph Burns and Lauren Petrullo sit down with online video storytelling expert Ian Garlic to unpack the collision of artificial intelligence and video marketing. Broadcasting from the legendary Casa de Garlic, they dive into how AI is reshaping content creation—and the critical difference between smart augmentation and soulless automation. Ian shares insider tools, real-world use cases (including a wild Florida Bar AI debacle), and a framework for scaling video that connects, converts, and ranks. From Descript to Airtable to human intuition, this episode is a must-listen for marketers navigating the noisy world of AI-generated everything. Chapters: LINKS AND RESOURCES: Video Case StoryIan Video Case StoryYouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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: Tier 11 Data Suite

In Part 2 Ralph Burns and John Moran continue their breakdown of why ROAS (Return on Ad Spend) is an outdated and misleading metric for scaling businesses. They introduce a better, more reliable metric that high-growth brands use to measure success—one that actually aligns with business revenue and profit, rather than vanity numbers. Expect insights on how to use Meta for prospecting and Google for conversions, why multi-channel attribution is essential in today’s digital landscape, and how top media buyers are shifting away from ROAS in favor of more effective tracking strategies. If you’re still optimizing for ROAS, you’re probably leaving money on the table. This episode reveals the key changes you need to make right now to maximize your ad performance. Chapters: LINKS AND RESOURCES: Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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: AppSumo - 13% off with code traffic13 Tier 11 Data Suite

Return on Ad Spend (ROAS) has been the go-to metric for measuring success in digital advertising, but is it actually holding your business back? In this episode, we break down why traditional ROAS is misleading, how agencies manipulate data to appear successful, and what you should be focusing on instead. John Moran joins the conversation to discuss the metrics that actually drive growth, including Media Efficiency Ratio (MER) and New Customer Acquisition Cost (NCAC). Learn how to shift your marketing strategy to prioritize long-term scalability and profitability, rather than short-term vanity metrics. Chapters: Should LINKS AND RESOURCES: YouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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: Tier 11 Data Suite AppSumo - 13% off with code traffic13

Ralph and Lauren sit down with Ian Garlic, the founder of Video Case Story, to uncover the most effective ways to use video for sales. While most brands flood social media with endless content, Ian reveals why simply creating more video isn’t enough. Instead, he shares a strategic approach to video marketing—one that moves prospects seamlessly from awareness to purchase without relying on traditional ad clicks. Whether you’re struggling with attribution, unsure if your video efforts are paying off, or looking for a smarter way to use customer testimonials, this episode delivers the insights you need to turn video into your most powerful sales tool. Chapters: LINKS AND RESOURCES: Video Case StoryIan Video Case StoryYouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph Thanks so much for joining us this week. Want to subscribe to Perpetual...

Hiring the right people is the single most impactful decision a business can make. In this episode, Ralph Burns and Josh Hill break down Tier 11’s time-tested hiring system, sharing how to attract, assess, and secure top talent—without wasting hours on the wrong candidates. From leveraging LinkedIn outreach to using automation tools like JazzHR, they reveal how to streamline the hiring process while keeping it personal. Learn why a sniper-like approach to recruiting outperforms traditional job boards, how to use knockout questions to filter applicants, and why discovery calls are essential in evaluating culture fit. Whether you’re hiring your first employee or scaling a global team, this episode will help you hire smarter, faster, and more effectively. Chapters: LINKS AND RESOURCES: JazzHREpisode 674: Use This Foolproof Framework to NEVER Make a Bad Hire Ever Again!Episode 663: How to Make Your Present Better by Making Your Future BiggerEmail JoshYouTubeGet Your Marketing Performance Indicators™ Checklist Now!Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on Twitter

How much can you really afford to pay for a new customer? The answer isn’t as simple as your Facebook ad spend. In this episode, Ralph Burns and Amanda Powell break down customer acquisition cost (CAC) and customer lifetime value (CLV) to uncover what businesses should actually be spending to scale profitably. They discuss how marketing costs go beyond ad spend, why your marketing team and operational expenses matter in CAC calculations, and how to use a 3:1 CLV-to-CAC ratio as a benchmark for growth. If you’re struggling with ad budgets, profitability, or scaling your business, this episode is a must-listen. Chapters: LINKS AND RESOURCES: Tier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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: AppSumo - 13% off with code traffic13 Tier 11 Data Suite

In this episode of Perpetual Traffic, we take an unprecedented deep dive into a real business audit, revealing critical insights that could redefine your e-commerce strategy. From the importance of balancing new customer acquisition cost (NCAC) with lifetime value (LTV) to leveraging Amazon as a customer acquisition tool, this discussion uncovers how scaling a brand goes beyond just increasing ad spend. Discover why subscription models, churn rate analysis, pricing optimization, and a strategic Amazon approach are key to long-term profitability. Tune in for a tactical breakdown of how to identify and fix common pitfalls before turning on the paid traffic spigot. Chapters: LINKS AND RESOURCES: Episode 666: The 5 Step Formula to Determine Your nCACEpisode 668: Part 2 – The 5 Step Formula to Determine Your nCACGet Your Marketing Performance IndicatorsTM Checklist Now!YouTubeTier 11 JobsYouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsitePerpetual Traffic on TwitterInstagramRalph 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