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 messaging strategy, and 80% of their leads are from affiliates, mostly from just one.

I’ll show you the five-step messaging engine we used to fix it, from extracting real customer language to building nine content pillars and reading every script aloud before production. If your ad account looks like 30 ads with one message, this episode shows how to restructure your messaging framework effectively.

In this episode:

- Why most brands skip the messaging step and go straight to ad production

- The danger of relying on affiliates for most of your lead generation

- Why paid traffic beats SEO and AEO for fast, predictable growth

- How Meta Andromeda rewards distinct messages over ad variations

- How to run a messaging extraction call with sales and customer service teams

- How to build content pillars with emotional, functional, and authority layers

- Why reading ad scripts aloud catches weak ideas before they cost you money

- The 30-day timeline for launching a full creative diversification strategy

Mentioned in the Episode:

Breakthrough Advertising by Eugene Schwartz: https://breakthroughadvertisingbook.com/breakthrough-advertising/

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns

Instagram - https://www.instagram.com/ralphhburns/

Hire Tier11 - https://www.tiereleven.com/apply-now

Mentioned in this episode:

https://perpetualtraffic.com/advertise-with-us/

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 single-message influencer strategy took CAC from break-even to about 30% below it. You'll walk away with a framework for persona-based creative, a test budget that protects your LTV/CAC math, and a smarter way to measure brand performance with incrementality.

In this episode:

- Why last-click attribution and performance-only marketing run out of demand

- How Meta's Andromeda update rewards creative diversification

- Running multiple creatives to build brand differentiation and lower CAC

- How to measure each funnel stage with brand lift and last-touch

- What GeoX incrementality studies reveal about true channel credit

- MyFitnessPal’s influencer strategy and media mix

- How Klarna builds micro-communities and campus activations

Mentioned in the Episode:

Watch this and other episodes on YouTube: http://perpetualtraffic.com/youtube

Partner with Tier 11’s marketing experts: http://tiereleven.com/apply

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Jon Chang:

LinkedIn - https://www.linkedin.com/in/jonchangny

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns

Instagram - https://www.instagram.com/ralphhburns/

Hire Tier11 - https://www.tiereleven.com/apply-now

Mentioned in this episode:

https://perpetualtraffic.com/advertise-with-us/

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 diversification has replaced targeting, how hook rate, hold rate, and watch time reveal the real story behind your results, and why switching off an ad with zero last-click conversions is a bad decision.

We also get into why leaving ads untouched for three to four weeks beats constant tinkering, and how AI-generated creative has produced some of the best-performing ads we've seen. If you manage or outsource Meta ad spend, this episode will change how you read your reports.

In This Episode:

- Why hook rate and hold rate matter more than last-click conversions

- How Meta Andromeda shifted targeting from audiences to creative

- Why letting ads run untouched for weeks outperforms constant optimization

- How to identify assisting ads that quietly drive conversions

- The role of creative diversification in lowering CPMs

- What the "hits" metric reveals about top-performing creative

- Why image ads often get the credit that videos actually earned

- Why optimizing for lead quality beats optimizing for lead volume

- How to build a monthly creative performance report

Mentioned in the Episode:

Watch the Previous Episode with Thomas Mcnaught: https://www.youtube.com/watch?v=AMixZJvJvCY

Join Ralph Burns and John Moran every Friday for The Ad Lab Live: https://www.youtube.com/@Tier11/streams

Listen to This Episode on Your Favorite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:

https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Thomas Mcnaught:

Website: https://www.thomasmcnaught.com/

Connect with Ralph Burns:

LinkedIn - https://www.linkedin.com/in/ralphburns

Instagram - https://www.instagram.com/ralphhburns/

Hire Tier11 - https://www.tiereleven.com/apply-now

Mentioned in this episode:

https://perpetualtraffic.com/advertise-with-us/