{"podcast":{"title":"Perpetual Traffic","slug":"perpetual-traffic-4608","podcast_index_feed_id":4608,"rss_url":"https://feeds.captivate.fm/perpetual-traffic/","website_url":"https://www.perpetualtraffic.com/","image_url":"https://artwork.captivate.fm/10643c47-6cbc-47b5-9d24-62affb95b637/PT-artwork-1.jpg","author":"Tier 11","episode_count":500,"summary":"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 ma…","last_synced_at":"2026-07-22T00:20:35.909757+00:00","page_url":"https://stenobird.com/podcast/perpetual-traffic-4608"},"episode":{"title":"5 Missed Forecasts. Then One Budget Shift. Then 4 Straight Hits.","slug":"5-missed-forecasts-then-one-budget-shift-then-4-straight-hits","published_at":"2026-04-14T11:00:00+00:00","page_url":"https://stenobird.com/podcast/perpetual-traffic-4608/5-missed-forecasts-then-one-budget-shift-then-4-straight-hits","show_page_url":"https://stenobird.com/podcast/perpetual-traffic-4608","url":"https://www.perpetualtraffic.com/","audio_url":"https://p.podderapp.com/7098133346/episodes.captivate.fm/episode/c4f18f15-5999-4047-9ead-8a909c1db7d3.mp3","summary":"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, and a massive increase in MER. We show you how we used multi-touch attribution, incrementality testing, and creative strategy to drive real business outcomes. If you’ve ever questioned whether your “best” channels are holding you back, this case study will help rethink and optimize your ad budget allocation. In This Episode: - Case study: Five missed forecasts and rising CAC - Meta’s recycling loop explained - AOV and LTV of premium products - Why Google’s nCAC is misleading - Decoding direct traffic on Google  - Incrementality testing of Amazon and Google - Results of cutting Amazon spend by 91% - Analyzing the risks of budget reallocation  - Scaling the top funnel mix - Wicked Reports breakdown - Organic lift and MER from paid ads - Action steps for brands Mentioned in the Episode: Partner with Tier 11’s Marketing Experts: https://www.tiereleven.com/apply   Tier 11’s Data Suite https://www.tiereleven.com/what-we-do/data-suite    Watch the Episode on YouTube: https://perpetualtraffic.com/youtube    Listen to This Episode on Your Favorite Podcast Channel: Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id10224414…","meta_description":"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…","key_points":[],"chapters":[],"topics":[],"duration_seconds":3229,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/perpetual-traffic-4608/episodes/5-missed-forecasts-then-one-budget-shift-then-4-straight-hits/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/perpetual-traffic-4608/5-missed-forecasts-then-one-budget-shift-then-4-straight-hits.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}