Are you hesitant to invest in your team, fearing they might leave after all that time and money? What if the real risk is not investing, and they stay uninspired? In this episode, Lauren and I chat about how investing in your team can create a powerful internal moat that attracts the right people and drives your business forward.

We discuss a recent initiative in Lauren's company where a team member took the initiative to improve internal communication and create an SOP for Slack use. It's a perfect example of why fostering initiative and empowering employees to take ownership can elevate your entire team’s performance.

If you're struggling to create that type of culture, this conversation will show you how to reevaluate your core values, ensure your team’s alignment, and ultimately build a work environment where the best talent thrives. We also explore how these ideas translate into digital marketing, leadership, and managing remote teams effectively.

In This Episode:

- Core values, employee initiative, & continuous learning

- The risk of not investing in your team and gatekeeping

- Meta's strategic investments in employee acquisition and AI

- Creating an internal moat for your business

- The people analyzer process based on core values

- Adapting to external challenges in digital marketing

- Why radical candor and emotional intelligence are critical

- Final thoughts on creating a moat and call to action

Mentioned in the Episode:

Gino Wickman’s book, Traction: https://a.co/d/01q1TP4O

Patrick Lencioni’s book, The Ideal Team Player: https://a.co/d/0cROW6f

Creating custom emojis on Slack: https://slack.com/help/articles/206870177-Add-custom-emoji-and-aliases-to-your-workspace

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

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 -

Stop losing customer insights to privacy blockers! Make confident, data-driven marketing decisions with Tier 11’s Data Suite.

Learn more and schedule a call at: https://www.tiereleven.com/what-we-do/data-suite

Are you flying blind with your ad data? With ad blockers, privacy laws, and tracking issues, Meta can't always give you the full picture. So how do you trust your numbers and make better decisions for your business?

In today’s episode, we tackle a crucial topic for anyone managing Meta ads: how to optimize data for accurate results. Joined by Cameron Campbell, we explain the difference between Meta’s Conversion API (CAPI) and the Tier 11 Data Suite, and why relying on just in-platform metrics can lead you to make costly mistakes.

We also talk about the role of first-party data and why it's the foundation for building a solid marketing strategy. We wrap up with proven strategies on improving your ad campaign's performance, understanding customer acquisition costs, and knowing when to pull the plug on underperforming campaigns.

In This Episode:

- What are Marketing Performance Indicators (MPIs)?

- The problem with Meta's in-platform data

- Comparing Meta’s CAPI with Tier 11 Data Suite

- Differences between first-party and third-party data

- How to measure customer acquisition costs accurately

- Measuring nCAC with Tier 11 Data Suite vs. CAPI

- Comparing data in Meta vs Tier 11 Data Suite’s interfaces

- Understanding time lag and how it impacts your decisions

Mentioned in the Episode:

Get Your Marketing Performance Indicators (MPIs) Checklist Now: https://www.tiereleven.com/mpi

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

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 Cameron Campbell:

LinkedIn: https://www.linkedin.com/in/cameron-campbell-b5070759/

Connect with Ralph Burns:

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

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

Hire Tier11 -

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

Are you still pausing “winning” ads because Meta tells you the CPA is broken? In this episode, we break down the next layer of our three-part series on why turning off Meta’s conversion obsession is the smartest move you can make right now.

John Moran walks us through a real case study where individual category campaigns, feeder strategy, and engagement metrics drove an 80% lift in new customers. We unpack why hook rate, CTR, and directional signals matter more than platform-reported conversions, and how Shopify and blended nCAC become the real source of truth.

We also connect the dots between Meta and Google in a way most marketers completely miss. You’ll hear how improved Meta creative reduced Google spend by 20% while increasing total new customers by 37%. And if you want proof that Meta is a top-of-funnel growth engine and not an attribution tool, this episode lays it out step by step.

In This Episode:

- Why you should not pause winning ads

- Hook rate & outbound CTR benchmarks

- Example of benchmarking with nCAC

- Amazon, Google, and Meta sales overlap

- Case study: Meta’s impact on Google results

Mentioned in the Episode:

Previous Episodes On Why You Should Not Pause Ads: https://www.youtube.com/@perpetual_traffic

Tier 11’s nCAC: https://www.tiereleven.com/ncac

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 John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

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

Connect

Apply to Work With Tier 11: https://www.tiereleven.com/apply-now

CPAs look awful, so you pause the ads, and then revenue drops across channels. That’s not you. That’s the new reality of Meta Andromeda and the GEM-style ecosystem where “underperformers” can be the very ads feeding your whole business.

John Moran is back to help us break down why cost per result and conversion columns can completely derail your decision-making. We walk through a real example where shifting spend away from a core set of ads didn’t just hurt Meta; it dragged down Amazon, Google, and everything else.

Stick around to learn how we analyze ads by spend, identify themes the market is responding to, and only layer in conversion data after we’ve found the real winners.

In This Episode:

- Why you should stop pausing “underperforming” ads

- Case study: analyzing active ads differently

- How spending shifts affect performance across channels

- Using ad spend instead of conversions to find winning ads

- Real-life example of using spend to analyze ads

- CPA and conversion data challenges

Mentioned in the Episode:

Previous Episode On Why Meta Is The Best Ad Platform: https://www.youtube.com/watch?v=hRnglXjlwMo

Partner With Our Meta Ads Experts: https://www.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/

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

Connect with John Moran:

LinkedIn: https://www.linkedin.com/in/johnmorangads

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

Connect with Lauren Petrullo:

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

LinkedIn -

Create ads that convert every time with Motion’s AI tagging. Get 10% off the first three months of Motion using code TRAFFIC10 at checkout: https://motionapp.com

Are you still treating organic and paid content as separate? It’s time to reconsider! Reza Khadjavi, CEO of Motion, joins us today to break down the key creative trends for 2026. We talk about the importance of "psychological kill shots" (or killer hooks) and how to use them to craft content that not only stops the scroll but drives conversions.

Reza explains how understanding your audience’s organic consumption patterns can guide your paid creative approach for maximum impact. We also discuss the massive shift in creative strategy that’s reshaping how we create ads. From the "effort signal" to the visual diversity needed to avoid creative fatigue, we explore practical tips for maximizing engagement.

Plus, Reza shares valuable data from Motion’s recent creative trends event and how creative testing can be more than just tweaking a few visual elements. Join us for a fresh perspective on how to leverage AI tools and creative iteration to push your campaigns to the next level.

In This Episode:

- Motion's record-breaking virtual event on creative trends

- The collision of organic and paid media

- Mastering hooks: psychological kill shots that drive engagement

- How to create hundreds of ads from a single messaging angle

- Why creative strategists need business acumen

- Determining good creatives and visual formats for ads

- Using Motion for creative inspiration and testing

- Upcoming exclusive Motion bootcamp

- How to connect with Reza Khadjavi

Mentioned in the Episode:

Test Motion AI Tagging: https://motionapp.com/releases/introducing-ai-tagging?utm_source=podcast&utm_medium=sponsor&utm_campaign=perpetual-traffic-podcast&utm_content=introducing-ai-tagging

Book a Demo with Motion: https://motionapp.com/book-a-demo?utm_source=podcast&utm_medium=sponsor&utm_campaign=perpetual-traffic-podcast&utm_content=book-a-demo

Watch Previous Episodes on Meta’s Andromeda: https://perpetualtraffic.com/?s=andromeda

Watch the Episode on YouTube: https://perpetualtraffic.com/youtube

Motion’s 2026 Creative Trends Event: https://motionapp.com/2026-ad-creative-trends-live-lightning-round-motion

Gruns Superfoods Meta Ads Library:

Are you drowning your leads with follow-up after follow-up? It’s a mistake many service-based businesses make, thinking more is better. But in reality, too much follow-up could be killing your sales instead of helping them.

In today’s episode, we dive into a common problem many health and wellness businesses face: low conversion rates after generating quality leads. Lauren shares an in-depth example from one of her clients who was generating tons of leads but only achieving a 5% booking rate. We explore why this happens and how you can fix it.

From the crucial need for accurate data tracking to the importance of defining a "qualified lead," we outline the tweaks to your sales funnel that will boost lead conversions and significantly reduce your marketing spend.

In This Episode:

- Case study of high leads and low conversion rates

- Sample lead qualification and conversion framework

- Estimating the value of opt-ins

- The correct sequence of contacting leads

- Episode wrap-up and call-to-action

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

Connect with Lauren Petrullo:

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

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

Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

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

Apply now by visiting www.perpetualtraffic.com

https://www.NEXTInsurance.com/perpetual

Head to www.perpetualtraffic.com to apply to be a sponsor of this show

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

Apply now by visiting www.perpetualtraffic.com

Stop obsessing over new audiences and creative tests in Meta ads. We’ve got something better! Tier 11’s John Moran is back to share his latest breakthrough: the Sticky Pixel strategy, the secret to maximising your ROAS in every campaign.

Through real-world examples in highly competitive spaces, John reveals how creative diversification and understanding Meta's Andromeda update unlock massive cost reductions. His team has managed to acquire new customers for less than the cost of a click, something that would be nearly impossible if you used traditional Google Ads.

We explore the real power of Meta’s new audience-building system and how it keeps your pixel "sticky" to past users while optimizing ad spend. This isn't just about theory; it’s a strategy backed by data and results. Join us now to discover how you can tweak your current campaigns to reduce cost-per-acquisition and increase your ad performance.

In This Episode:

- What is the Sticky Pixel Strategy?

- Case study: application of the Sticky Pixel Strategy

- Limitations of messaging testing in driving results

- Results from broad targeting in TRT campaigns

- Overcoming objections with targeted messaging

- Using the feeder strategy in Meta ads

- Final takeaways on Meta ads spend and strategy

Mentioned in the Episode:

Partner With Tier 11’s Marketing Experts: https://www.tiereleven.com/apply

Tier 11 nCAC: https://www.tiereleven.com/ncac

Creative Diversification Package: https://www.tiereleven.com/cd

Tier 11 Data Suite: https://www.tiereleven.com/what-we-do/data-suite

Listen to Previous Ad Lab Live Sessions: tiereleven.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=1

We Appreciate Your Support!

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

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

Connect with John Moran:

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

Connect with Ralph Burns:

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

Instagram -

Stop using AI like Google for market research. Here is an easy, done-for-you marketing research prompt to help you draft Meta ads that convert: https://www.tiereleven.com/prompt

Are you still guessing what your market wants and calling it “creative testing”? That’s the fastest way to burn your budget in 2026. If your ads aren’t resonating, it’s probably not the algorithm. It’s your research. Most marketers skip the hardest part and wonder why creative diversification never works.

In this episode, Cole Turner from Tier 11 breaks down a smarter way to do market research using AI. We walk you through a live demo showing how a multi-step prompting process compresses weeks of manual research into minutes. The real unlock isn’t the tool; it’s how you structure prompts to extract real voice-of-customer data, emotional triggers, and problem-aware insights that actually drive clicks, leads, and sales.

We wrap by showing how to turn that research into ads, scripts, and landing pages that don’t sound like AI fluff. You’ll hear exactly how we use this internally before launching Meta campaigns, and why “garbage in, garbage out” is an accurate statement.

In This Episode:

- Why creative research still matters

- ChatGPT market research framework

- Turning research output into ads

- When multiple ChatGPT prompts are necessary

- How to access and use the market research prompt

- Final advice on AI prompting

Mentioned in the Episode:

Previous Episode With Cole Turner: https://perpetualtraffic.com/podcast/episode-747-the-1-mistake-thats-secretly-killing-your-meta-andromeda-ads-with-cole-turner/

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 Cole Turner:

- LinkedIn - https://www.linkedin.com/in/coleturner98

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

Connect with Lauren Petrullo:

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