Stop losing money on ads! Grab your copy of Tier 11’s FREE calculator with all the actors and formulas you need to determine the most important metric in your marketing efforts.

Download Your nCAC Calculator Now: https://www.tiereleven.com/ncac

Joining us today is Cole Turner, Growth Strategist at Tier 11. We break down how incorrect nCAC (New Customer Acquisition Cost) calculations can make you believe you're profitable when you’re actually hemorrhaging cash. Cole walks us through a real-world example of a beauty brand, showing how fixing their nCAC revealed a massive discrepancy that changed their entire business strategy.

We also discuss how adjusting your ad spend to align with real business costs can actually help you scale. If you're spending on ads without understanding your real margins, you could be scaling in the wrong direction. Join the conversation now and get your business metrics in order before your next big marketing push.

In This Episode:

- What nCAC is and why it matters

- Case study: nCAC error in a beauty brand’s strategy

- Common mistakes in nCAC calculations

- How to calculate nCAC accurately

- How overheads factor into nCAC on scale

- Why ad spend efficiency isn’t enough

- The importance of knowing your numbers

Unlock the Ultimate Marketing Advantage With Our Creative Diversification Package!

Get 30 monthly deliverables,10 ad types, and access to the Tier 11 data suite. Available exclusively for 11 lucky businesses at: 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 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:

• Instagram -

Unlock the ultimate marketing advantage with Tier 11's Creative Diversification Package! Get 30 monthly deliverables,10 ad types, and access to the Tier 11 data suite. Available exclusively for 11 lucky businesses at: https://www.tiereleven.com/apply

Are media buyers becoming obsolete? With Meta’s Andromeda update and AI automating campaign optimization, most marketers are still stuck tweaking ads while missing the real levers that drive growth. If you’re still relying on Ads Manager, you’re already behind!

In this episode, we break down why media buying alone won’t cut it anymore. We discuss how AI is handling 80% of the heavy lifting and why your focus needs to shift to everything that happens after the click.

From landing page congruency to email triage, customer reactivation, and how data flow impacts optimization, we share what agencies and brands must do to stay profitable. If you’re managing campaigns or scaling a business, this one’s for you!

In This Episode:

- Media buying and “after the click” opportunity

- Funnels, offers, and landing page congruency

- Redefining leads, opt-ins, and MQLs

- Disqualifying bad leads and data hygiene

- The role of growth strategist vs. media buyers

- Why small marketing agencies are struggling

- Shiny object syndrome vs. real business growth

- Rethinking the customer journey to boost sales

Mentioned in the Episode:

Andromeda Episodes: https://perpetualtraffic.com/?s=john+moran

Episode 744: The Pros and Cons of Meta’s New Advantage+ Creative Image Generator Tool: https://perpetualtraffic.com/podcast/episode-744-the-pros-and-cons-of-metas-new-advantage-creative-image-generator-tool/

Episode 743: Stop Pausing Winning Ads! Andromeda Ad Strategy That Changes Everything: https://perpetualtraffic.com/podcast/episode-743-stop-pausing-winning-ads-andromeda-ad-strategy-that-changes-everything/

Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Marketing Performance Indicators Checklist: https://www.tiereleven.com/mpi

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:

Have you ever been in a negotiation and felt like you were just begging to close the deal? Oren Klaff, the master of persuasion and author of Pitch Anything, is back to show us how to take control of high-stakes business conversations.

We talk about the power of "status" in negotiations and how framing your offer makes all the difference. Oren breaks down the distinction between physical and cognitive status and how to leverage both to your advantage, all while keeping your confidence high and ego in check.

We also discuss how to create real desire in your prospects and clients, as well as how to handle those moments when you're negotiating from a lower status. If you’re looking to up your negotiation game, Oren has some proven persuasion strategies you won’t want to miss.

In This Episode:

- The power of saying the quiet part out loud

- How physical status influences negotiation outcomes

- The danger of offering too many choices in sales

- How to negotiate deals when power shifts

- Establishing genuine desire in your prospects

- Negotiating with high-level decision-makers

- Hot cognition vs cold cognition in persuasion

- Determining a prospect’s viability of closing a deal

- Final thoughts and actionable takeaways

Listen to the Previous Episode with Oren Klaff: https://perpetualtraffic.com/podcast/episode-732-flip-the-script-a-masterclass-on-pitching-anything-with-oren-klaff/

Buy Oren Klaff’s Books:

• Pitch Anything: https://a.co/d/fRAqAby
• Flip The Script: https://a.co/d/hTcp9lP

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 Oren Klaff:

• Website - orenklaff.com
• LinkedIn - https://www.linkedin.com/in/orenklaff/
• Newsletter- https://pitchanything.com/

Connect with Ralph Burns:

• LinkedIn -

Do you really control your ads anymore or just think you do? The more Meta’s AI promises to optimize your performance, the more it quietly reshapes your creative and brand. Today, Lauren and I break down the hidden trade-offs behind Meta’s Advantage+ Creative Image Generator and why letting AI “help” your campaigns might not mean what you think.

Lauren shares her recent webinar launch results using Meta’s new creative tools and what happened when AI started taking creative liberties with her brand visuals and placements. From off-brand images to format mismatches, we unpack how AI-driven automation can drive conversions while quietly eroding creative control.

In this episode:

- Pros and cons of Advantage+ creative image generator

- The illusion of control in Meta AI’s performance

- Why future ad networks may remove control completely

- The $30 lead that actually converted better

- Quality vs. quantity in lead generation

- How creative still drives targeting in Andromeda

Resources Mentioned In The Episode:

• Previous Episode on Advantage+ Creative Image Generator: https://www.youtube.com/watch?v=aXRkwLlTb0I
• Tier 11 Data Suite – https://www.tiereleven.com/what-we-do/data-suite
• Creative Diversification Playbook, Practitioners' Guide From Meta: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf
• Apply to Work With Tier 11: https://www.tiereleven.com/apply-now
• Watch the Episode on YouTube: 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:

perpetualtraffic.com/youtube

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 -

Do you still believe in “cut the losers and let the winners run”? After seeing what Meta’s Andromeda update is doing under the hood, that old-school strategy might be costing you real growth. In this Ad Lab session, John Moran and I break down how Andromeda completely rewrites the rules of campaign optimization and why CPA alone no longer tells the whole story.

We analyse live account data where spend doubled, CPAs held steady, and results skyrocketed, all because we stopped judging ads by last-click performance. Using Tier 11’s Data Suite, we uncovered how creative sequencing, user journey mapping, and first-click CAPI imports reveal what’s driving conversions inside Meta’s new ecosystem.

This episode unpacks what Andromeda really means for your campaigns and how to play Meta’s game the way Meta does.

In this episode:

- Client case study on Andromeda's sequencing impact

- Ad performance analysis: UGC vs. non-UGC ad trends

- Why CPA is a poor performance judge

- Scaling ad spend and performance metrics

- UGC ads and their effectiveness

- Creative targeting and expanding market reach

- Conclusion and call to action

Resources Mentioned In The Episode:

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

Meta Engineering Blog Article on Andromeda – https://engineering.fb.com/2024/12/02/production-engineering/meta-andromeda-advantage-automation-next-gen-personalized-ads-retrieval-engine/

Ad Lab Live Sessions – https://www.youtube.com/@Tier11/streams

Buy Tier 11’s Creative Diversification Package: 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:

perpetualtraffic.com/youtube

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 -

Have you ever run a Facebook ads test that completely defied logic? That’s exactly what happened to us, and it led to one of the most eye-opening conversations we’ve had about Meta’s new creative testing feature. In this episode, we explore the Meta AI tools for creative diversification.

Lauren shares her real campaign results from a live test using Meta’s latest Advantage+ creative tools. We also get into the details of how Meta’s system distributes spend, why it doesn’t always follow its own rules, and what you can do to avoid wasting money while still taking advantage of Meta’s cutting-edge tools like AI-powered image generation and editing.

If you’re running ads for clients or scaling your own campaigns, you’ll want to hear this one before you hit “publish” on your next creative test. We’ll tell you what works, what breaks, and how to stay ahead of Meta’s fast-moving automation.

In this episode:

- How Meta’s in-campaign creative testing works

- Step-by-step demo of Meta’s creative testing interface

- Using AI-generated ad images inside Ads Manager

- Editing AI-generated images with custom prompts

- Meta’s ad enhancements: translate text, music, and site links

- The “Flex Media” feature and its risks for client brands

Resources Mentioned In The Episode:

Previous Episodes on Meta’s Andromeda Update: https://perpetualtraffic.com/?s=meta

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

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

Watch Previous Live Ad Lab Sessions: tiereleven.com/youtube

Creative Diversification Playbook, Practitioners' Guide From Meta: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

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:

perpetualtraffic.com/youtube

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 -

Do you feel like your ad spend isn’t adding up? What if the data you’ve been relying on is actually misleading you? In this episode, we uncover the dangers of inaccurate attribution models that could be costing you thousands in missed revenue and show you a smarter way to optimize your ads.

Tier 11’s John Moran breaks down how media buyers can fall into the trap of relying on third-party platforms like Triple Whale, which often misreport up to 30% of revenue. He shares real-life case studies of clients who dramatically improved their ad performance by simply questioning their attribution model and switching to more reliable tracking methods.

If you use the wrong attribution model, you may end up running campaigns based on faulty data—putting your business at risk. Let’s teach you how to avoid these costly pitfalls and ensure your marketing strategy is powered by the most accurate insights available.

In this episode:

- Case study 1: The problem with Triple Whale tagging

- Case study 2: Lowering CPA from $44 to $25 in 10 days

- Practical tips for media buyers to optimize their campaigns

- When should you turn off Meta ads?

- Using Meta’s “Creative Fatigue” feature to optimize ads

- Comparing Meta ads and Google Shopping results

Resources Mentioned In The Episode:

Previous Ad Lab Sessions with John Moran: https://perpetualtraffic.com/?s=john+moran

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

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

Creative Diversification Playbook, Practitioners' Guide From Meta: https://perpetualtraffic.com/creative-diversification-playbook

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:

perpetualtraffic.com/youtube

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 -

Be sure to listen to Part 1 of this episode first for a complete understanding before diving into this one.

Are you leaving half your leads on the table? In this episode, we are using Alex Hormozi’s $100M Money Models to explore how to turn cold traffic into high-ticket clients. From mapping the customer journey to implementing conditional downsells, we break down exactly what works in marketing to maximize revenue without cutting prices.

We explore how membership and continuity models are making a comeback, why speed-to-lead is critical, and how to structure Typeform knockouts to qualify leads efficiently. Plus, we dissect the art of downselling—how to offer a slice of your core program at a lower price while still setting up your prospects for the full high-ticket offer.

We also share a real-world example from a client session where we redesigned their sales funnel, increased show rates, and built a structured upsell path that turns prospects into long-term customers. These insights should help you capture more leads, increase conversions, and maximize lifetime value in your business.

In this episode:

- Mapping the customer journey from cold ad to five-figure upsells

- Speed-to-lead: why contacting prospects immediately is critical

- The art of downselling

- Understanding objections and reasons prospects don’t buy

- Guaranteeing results as a first downsell

- Using check-in calls to upsell and demonstrate value

Resources Mentioned In The Episode:

Alex Hormozi’s Book, $100M Money Models: How To Make Money: https://www.goodreads.com/book/show/240367486-100m-money-models

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:

perpetualtraffic.com/youtube

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 -