{"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":"Half Your Ad Budget Is Working Against You (And You Don't Know It)","slug":"half-your-ad-budget-is-working-against-you-and-you-don-t-know-it","published_at":"2026-07-14T11:00:00+00:00","page_url":"https://stenobird.com/podcast/perpetual-traffic-4608/half-your-ad-budget-is-working-against-you-and-you-don-t-know-it","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/bd85efc3-b6ea-4570-a1ef-b514caff076e.mp3","summary":"Is your cost per lead rising with no clear reason? Let’s figure out what’s not working together. 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 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 campaign Mentioned in the Episode: Case Study On Cutting Bottom-Funnel Spending: https://www.tiereleven.com/resources/case-studies/44-revenue-growth-a…","meta_description":"Is your cost per lead rising with no clear reason? Let’s figure out what’s not working together. Book a call with our team: https://www.tiereleven.com/app…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2569,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/perpetual-traffic-4608/episodes/half-your-ad-budget-is-working-against-you-and-you-don-t-know-it/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/half-your-ad-budget-is-working-against-you-and-you-don-t-know-it.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}