John Moran joins us this week as we unpack how the Andromeda model is reshaping media buying, why creative diversification is no longer optional, and how three rapid rounds of creative iterations dropped CPA from $44 to $25 in just 10 days. We walk you through the exact playbook we used to achieve these results.

If you’ve ever paused an ad because it “spent too much,” or you’re still clinging to last-click thinking, John’s proven strategy will change how you build campaigns. We break down what’s working right now and why creative is the new lever that drives everything else in Meta ads.

In This Episode:

- Introduction: Meta’s creative diversification strategy

- Case study: Fixing tracking with first-click & CAPI

- Ad performance after creative iterations

- How Meta optimizes ad delivery & CPA

- Why understanding Meta’s attribution model is critical

- Results, reflections, and conclusion

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 - https://www.linkedin.com/in/laurenpetrullo
• Consult Mongoose Media - https://mongoosemedia.us/

Mentioned in this episode:

https://www.activecampaign.com/

https://www.activecampaign.com/

www.AdRoll.com/PT

https://discover.taboola.com/perpetual

Meta's Andromeda update has disrupted digital marketing for good. But, we've cracked the code! We’re offering you 30 monthly deliverables,10 ad types, media buying, and access to Tier 11’s data suite to help you stay ahead.

Get our exclusive Creative Diversification Package at: https://www.tiereleven.com/cd

AI is not a buzzword. It is not a passing trend. It’s the future of marketing. In this episode, we explore why big tech companies are pouring billions into artificial intelligence and how it’s already transforming the way we run ads, create content, and optimize our campaigns.

We break down some mind-blowing stats, including Google’s projected $93 billion investment in AI this year and Meta’s massive $81 billion spend. We discuss the changes we’ve already seen in our own campaigns, from the Meta Andromeda update to creative diversification, which is making ad optimization faster, more efficient, and far more productive.

If you’re not using AI to enhance your marketing efforts, now’s the time to start, or risk falling behind. We challenge you to think about one task in your marketing that you really don’t want to do anymore, and then find an AI tool to make that task faster, cheaper, and more efficient.

In This Episode:

- The massive AI investments from big tech companies

- Amazon’s investment and earnings from AWS

- Applying AI innovation to marketing

- Simple steps to start using AI today

Mentioned in the Episode:

Previous episodes on Andromeda: https://perpetualtraffic.com/?s=andromeda

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 -

While other advertisers scramble to figure out Meta's Andromeda update, we've cracked the code! Our Creative Diversification Package will increase your ads’ reach by 50%+ and save you over $330k on agency fees.

Join the winning 0.01% businesses now at: https://www.tiereleven.com/cd

Do you feel overwhelmed by the speed of AI advancements? The tech world is evolving rapidly, making it a challenge to keep up, especially with giants like Meta and Google leading the charge. AI is the future of digital marketing, and if you’re not adapting, you’re falling behind.

In this episode, we discuss the massive shift happening in marketing, fueled by AI. We break down how Silicon Valley’s biggest players are investing billions into AI and how that’s impacting everything from content creation to data analysis.

With new tools emerging every day, we talk about how creative diversification can boost your ad performance while giving you a competitive edge in the market. Tune in and let’s make sure you’re ready for the AI-powered future of marketing.

In This Episode:

- Why AI’s bubble is now and how to keep up

- How AI is powering marketing innovation

- Big tech and governments’ heavy investments in AI

- Presentation of big tech’s AI investments

- Wrap up and key takeaways

Mentioned in the Episode:

Previous episodes on Andromeda: https://perpetualtraffic.com/?s=andromeda

The Acquired Podcast: https://www.acquired.fm/

Investors’ Business Daily Analysis on AI: https://www.investors.com/news/technology/ai-stocks-microsoft-apple-google-amazon-meta-capital-spending/

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...

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 -