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Perpetual Traffic

Perpetual Traffic

Von: Tier 11
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 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 marketing efforts. Get all the free episode resources at perpetualtraffic.com 13+ million downloads | 700+ episodes | Weekly since 2015Tier 11 Management & Leadership Marketing & Vertrieb Ökonomie
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  • Scaling Ads Is Killing Your Profit (Here’s the Fix That Works)

    Scaling Ads Is Killing Your Profit (Here’s the Fix That Works)
    Apr 28 2026
    Are you spending more on traffic than you’re actually making and calling that “growth”? Business owners often chase scale, obsess over ROAS, and completely miss the bigger picture. Most of them don’t have a traffic problem but a strategy problem. And if you don’t fix it, you’re just working for Meta, Google, or whoever owns your traffic source.Today, we revisit a conversation we had with Kasim Aslam. He breaks down a hard truth about scaling: diminishing returns are still returns, but most businesses quit too early. We explain why entrepreneurs stop at the peak of performance instead of riding the full curve, how margin obsession kills growth, and why doubling down on what’s already working beats chasing every new platform or tactic. We get into what’s actually happening with AI, automation, and why “scalable” might be the most dangerous word in your business right now. We also unpack what really drives sustainable business growth and why the future belongs to those willing to do what doesn’t scale.In This Episode:- Why traffic sometimes costs more than profit- Doubling down on what works- Riding the bell curve of ad performance- Margin vs net profit- Incalculable business advantages- The flip-and-exit mentality- How AI is killing easy business modelsMentioned in the Episode:Apply to Work With Tier 11’s Marketing Experts: https://www.tiereleven.com/apply Previous episodes on the law of inverse profitability: https://perpetualtraffic.com/?s=inverse+profitability 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=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Follow us on X: https://x.com/perpetualtraf Connect with Kasim Aslam:Website: https://kasimaslam.com/LinkedIn: https://www.linkedin.com/in/kasimaslam 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/Apply for an ad spot on Perpetual Traffic for Q1 or Q2. Visit www.perpetualtraffic.com today to secure your spot!We’re opening up sponsorship spots for Q1 and Q2! Apply now by visiting www.perpetualtraffic.com https://perpetualtraffic.com/advertise-with-us/
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    20 Min.
  • 156% More App Subscribers in Six Months! Here’s How We Did It

    156% More App Subscribers in Six Months! Here’s How We Did It
    Apr 21 2026

    Download your free Tier 11’s nCAC calculator at: https://www.tiereleven.com/ncac

    How do you acquire new customers without frustrating the ones you already have? It’s a delicate balance that’s harder than it seems, especially when you think you've reached your market saturation.


    In this episode, we revisit a case study of a business that thought it had tapped out its market but was still able to scale quickly and profitably. We offered data-driven customer segmentation, personalized ads, and targeted creative hooks.


    Our results within about six months included a 52.7% year-over-year increase in total subscribers, nearly 20% growth in web subscribers despite a price increase, and 156% growth in app subscribers.


    In This Episode:

    - New customer acquisition and targeting challenges

    - How data-driven insights helped scale memberships

    - Solution: personalizing ad creatives and hooks by state

    - Results and key takeaways from the case study


    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



    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/

    Follow us on X: https://x.com/perpetualtraf



    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:

    We’re opening up sponsorship spots for Q1 and Q2!

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

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

    Apply for an ad spot on Perpetual Traffic for Q1 or Q2.

    Visit www.perpetualtraffic.com today to secure your spot!

    Apply for an ad spot on Perpetual Traffic for Q1 or Q2.

    Visit www.perpetualtraffic.com today to secure your spot!
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    21 Min.
  • 5 Missed Forecasts. Then One Budget Shift. Then 4 Straight Hits.

    5 Missed Forecasts. Then One Budget Shift. Then 4 Straight Hits.
    Apr 14 2026
    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 brandsMentioned 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/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=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Follow us on X: https://x.com/perpetualtraf Connect with Scott Desgrosseilliers: Website - https://www.wickedreports.com/ LinkedIn - https://www.linkedin.com/in/scottd71/ 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:Apply for an ad spot on Perpetual Traffic for Q1 or Q2. Visit www.perpetualtraffic.com today to secure your spot!We’re opening up sponsorship spots for Q1 and Q2! https://perpetualtraffic.com/advertise-with-us/https://perpetualtraffic.com/advertise-with-us/https://perpetualtraffic.com/advertise-with-us/
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    54 Min.
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