{"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":"They Were Spending $115K a Month Without Knowing What Worked","slug":"they-were-spending-115k-a-month-without-knowing-what-worked","published_at":"2026-07-07T11:00:00+00:00","page_url":"https://stenobird.com/podcast/perpetual-traffic-4608/they-were-spending-115k-a-month-without-knowing-what-worked","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/5ff9ed1d-8ed2-4ef1-b4b4-cb7806a56558.mp3","summary":"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, and most of their calls happen on the phone. I'm breaking down exactly what's driving that number up. I'll also walk through what we'll fix first, how we'll shift budget without tanking revenue, and why 30 creatives a month is the new baseline. If you want this kind of thing done for your business, head over to tiereleven.com/apply What you’ll learn: - How rising nCAC signals a scaling problem in Meta Ads and Google Ads - Why high-ticket products require creative diversification to convert - How offline conversion tracking improves attribution accuracy - Why relying on Google demand capture eventually limits business growth - The importance of matching landing pages with ad creative - Why low-fi video ads often outperform polished brand commercials - How to structure top, middle, and bottom-of-funnel creative strategy - Why importing CRM and phone sales data strengthens ad optimization - How dedicated landing pages improve high-consideration conversion rates - The strategy for gradually shifting the budget from Google Mentioned in the Episode: Previous Episode with Scott Desgrosseilliers from Wicked Reports: https://perpetualtraffic.com/podcast/episode-791-5-missed-forecasts-then-one…","meta_description":"Stop guessing what’s working! Grab your Marketing Performance Indicators™ checklist now: https://perpetualtraffic.com/mpi Are you making six-figure ad spe…","key_points":[],"chapters":[],"topics":[],"duration_seconds":2225,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/perpetual-traffic-4608/episodes/they-were-spending-115k-a-month-without-knowing-what-worked/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/they-were-spending-115k-a-month-without-knowing-what-worked.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}