The Meta platform continues to evolve, leaving marketers with mixed feelings. While some fear the loss of control, others are already seeing extraordinary results. Today, we revisit a lab live session we had on Meta’s new Advantage+ sales system and share a game-changing creative strategy you’ll want to try.

We’re hosting John Moran, who has spent over $1 million testing Meta's updates in real time. We discuss the shift from traditional targeting to AI-driven strategies in Meta’s Advantage+ campaigns. John reveals how advertisers are now at the mercy of the algorithm, with little control over exclusions or targeting.

However, we’ll also show you how to fight back with custom event cAPI imports, a strategy that’s helping us regain some of the control Meta has taken away. Plus, we break down the shifts in creative testing, campaign structures, and customer targeting to keep you ahead of the curve.

In This Episode:

- Advantage+ campaigns vs. manual setup

- Results from testing Meta’s algorithmic shift

- How is Advantage+ different from PMax?

- Testing Advantage+ for new customer acquisition

- Merging Advantage+ with cAPI imports

- Custom event cAPI imports explained

- Step-by-step process of setting up Advantage+ campaigns

- Inclusions and exclusions with the cAPI strategy

- Regaining control with new creative strategies

Mentioned in the Episode:

Episode 691: The MAJOR Meta Advantage+ Changes You Must Know: https://perpetualtraffic.com/podcast/episode-691-the-major-meta-advantage-changes-you-must-know/

Meta Advantage + Breaking News! | Tier 11 Live! https://www.youtube.com/watch?v=j9-nEIymAkw

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

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

Partner with Tier 11’s digital marketing 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:

1. LinkedIn -

Are you convinced your SEO is outperforming paid ads and wondering why you’re still spending six figures on Meta and Google? That assumption might be one of the worst mistakes holding your growth back. We see it all the time: brands looking at last-click data, celebrating “free” organic revenue, and completely missing what’s actually driving demand.

In today’s episode, Tier 11’s John Moran breaks down a real client example showing why channel-vs-channel thinking is broken. We unpack how Meta creative diversification fuels branded search, why organic conversions are often downstream of paid traffic, and how Google Search Console exposes real brand lift.

We also dispel the impression share myth, explain why doubling spend rarely doubles results, and show how feeder strategies inside Meta Andromeda let you sell multiple products on command. You’ll understand how to read organic data correctly, test hook rates without risking massive budgets, and use feeder campaigns to unlock scalable growth across product lines.

In This Episode:

- Should you spend more on SEO or paid ads?

- Results from organic brand search

- Breaking the impression share myth

- The feeder strategy explained

- Testing the feeder strategy on multiple products

- How to test hook rates safely

- Hook rates for videos versus statics

Do you need help to scale your Meta ads in 2026?

Partner with Tier 11’s digital marketing 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 -

As we gear up for the new year, we step back and look at the four Perpetual Traffic episodes you listened to the most in the past year and what they reveal about where digital marketing is actually headed. The selected episodes explain why AI-powered customer conversations are being underused and how Advantage+ quietly removed real targeting control.

We also break down why most attribution data is misleading, even with CAPI, and what Meta’s massive AI investments mean for marketers and small businesses moving forward. Each episode highlights a different failure point we see inside ad accounts every day: wasted spend, false confidence in platform data, and missed opportunities to turn engagement into revenue.

If you want to understand what really worked in 2025 and what will matter most going into 2026, this episode ties it all together.

In This Episode:

- Episode #4: Using AI to convert customer conversations

- Episode #3: Advantage+ and loss of targeting control

- Episode #2: CAPI vs attribution with Tier 11’s Data Suite

- Episode #1: DeepSeek and the future of advertising

- Final thoughts and episode wrap-up

Featured Episodes:

DeepSeek Explained: What Marketers Need to Know: https://youtu.be/Ai9fJx41cK0

Why Your Marketing Tracking Sucks (Even If You Think It Doesn’t) and How to Fix It: https://youtu.be/SxUaKkz-5Ok

How Meta Ads Are Changing Forever: Advantage+ & cAPI Subterfuge Revealed: https://youtu.be/V4vAn65Y6nI

How Meta Ads Manager Is Lying to You & What You Can Do About It: https://youtu.be/kZFiQezrv00

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 -

In this final part of our four-part series on why Meta remains the top platform for scaling in 2026, we continue analysing the evolution of Meta’s advertising engine. From the days of custom audience uploads in 2012 to the impact of the 2016 election and the fallout from the Cambridge Analytica scandal, these milestones have shaped the platform’s current landscape.

We also explore how the iOS 14 update and the rise of TikTok have pushed Meta to adapt and innovate in ways that make 2026 the best time to advertise on the platform. Central to these innovations is the Andromeda algorithm and creative diversification, which are set to revolutionize your advertising strategy.

You’ll discover how you can leverage these advancements to refine your marketing strategy, understand what the Andromeda update means for your campaigns, and why the future of advertising on Meta has never been more promising.

In This Episode:

- Why creative is now at the core of Meta ads

- Cambridge Analytica scandal and the 2016 elections

- Privacy issues and ad bans after Cambridge Analytica

- Navigating iOS 14's App Tracking Transparency (ATT) prompt

- The rise of TikTok and short-form content

- Andromeda update and its impact on marketing

Mentioned in the Episode:

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

How Facebook Won Trump The Presidency In 2006: https://www.wired.com/2016/11/facebook-won-trump-election-not-just-fake-news/

Brad Parscale Interview on 60 Minutes: https://www.cbsnews.com/news/parscale-tv-news-thought-i-was-a-joke/

Learn More About Creative Diversification: https://www.tiereleven.com/cd

The Cambridge Analytica Scandal: https://pmc.ncbi.nlm.nih.gov/articles/PMC6073073/

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:

1. LinkedIn - https://www.linkedin.com/in/ralphburns
2. Instagram -

Do you still consider Meta a targeting platform? If so, that mindset is probably costing you scale, efficiency, and confidence in your numbers. We see too many marketers clinging to old playbooks, such as hyper-specific audiences, exclusions, and lookalikes, without realizing the platform has fundamentally changed.

In this episode, we continue our discussion on the evolution of Meta advertising, from the early days of right-hand rail ads and insane third-party data to what’s happening right now. We break down why targeting used to do the heavy lifting, why that era is over, and how AI-driven delivery flipped the model on its head.

If you’re running ads or managing clients who are, this series on Meta’s history and current strategies will recalibrate how you think about Meta before launching your 2026 marketing plan.

In This Episode:

- Early Facebook monetization and newsfeed ads

- Facebook Beacon and other early failures

- The birth of Facebook’s ad engine

- Facebook’s IPO and Instagram acquisition

- AlexNet and the foundation of AI ads

- When targeting started ruling Meta ads

- Creative replaces targeting

Mentioned in the Episode:

Facebook’s Failed Beacon Project: https://www.cbc.ca/news/science/facebook-shuts-down-beacon-marketing-tool-1.832698

Partner With Tier 11's Digital Marketing 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 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

We continue our discussion on why Meta is still the most powerful ad platform and what to expect in the coming year. We break down how Facebook figured out monetization, from early Microsoft deals and disastrous missteps like Beacon to right-hand rail ads and the moment ads entered the newsfeed.

We’ll walk you through the desktop era, the transition to mobile, and why Meta’s make-or-break moment before its IPO changed everything about how ads work today. Plus, we connect the dots to what’s happening right now with the Andromeda update and the increasing need for creative diversification.

In This Episode:

- Why Meta’s global reach matters

- Meta’s early advertising mistakes

- Facebook’s Beacon backlash explained

- The right-hand rail ads era

- Mobile ads turning point

- Why Andromeda update changes everything

Mentioned in the Episode:

Previous Episode on Why Meta is The Best Ad Platform: https://podcasts.apple.com/us/podcast/why-meta-is-the-best-ad-platform-on-the-planet-in-2026-part-1/id1022441491?i=1000741985274

Acquired Podcast’s Episode on Meta: https://www.acquired.fm/episodes/meta

Perpetual Traffic YouTube Channel: https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

Facebook’s Failed Beacon Project: https://www.cbc.ca/news/science/facebook-shuts-down-beacon-marketing-tool-1.832698

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 -

Meta’s global reach and heavy AI investments give it an undeniable edge over other digital marketing platforms. In today’s episode, we are exploring how Meta’s ongoing innovations will reshape advertising in 2026 and what this means for your business or agency.

Lauren shares her firsthand experience testifying at a House subcommittee about how Meta’s AI tools are helping small businesses scale. We unpack why Meta's capabilities (like Andromeda) are game-changers for businesses that overcome AI fears and leverage Meta’s creative diversification.

Plus, we look at real-world examples of how AI is amplifying business growth, and how Meta’s ecosystem can supercharge marketing strategies in ways other platforms simply can’t match.

Join the conversation now if you want to stay ahead of the curve in 2026.

In This Episode:

- Lauren's AI testimony at a House subcommittee

- Fear of AI replacing jobs vs. AI as a growth opportunity

- The rising need for human interactions

- Meta’s global influence on internet users

- Why Meta is the best ad platform

- Meta’s investment in AI and its implications for 2026

- Statistics on Meta’s usage and revenue growth

Mentioned in the Episode:

Global Internet Users: https://www.statista.com/statistics/273018/number-of-internet-users-worldwide/

Facebook Usage Statistics: https://www.demandsage.com/facebook-statistics/

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

Lauren's instagram post: https://www.instagram.com/p/DSFw2WvEYzi/?hl=en

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 -

Set up your business for success with our Creative Diversification Package. You’ll get 30+ fresh creatives monthly in 10 high-converting formats plus free access to media buying and Tier 11’s Data Suite: https://tiereleven.com/cd

Are you ready for 2026? Many businesses are focusing on the wrong things right now, but setting specific, measurable goals today could set you up for massive growth next year. In this episode, we share the importance of goal-setting and how it should be the top priority as you plan for your company’s future.

We explore how most businesses fail to reach their potential because they lack clear, transparent goals, especially at the leadership level. And we examine real-world examples of businesses that didn’t set measurable objectives and discuss how companies can reverse-engineer their success by breaking down their annual goals into smaller, actionable pieces.

We also give you the blueprint to ensure your 2026 is a massive success. Whether you're in charge of a marketing department or running a multi-million-dollar business, we challenge you to define exactly what you want to achieve and the steps to get there.

In This Episode:

- Why setting SMART goals is critical

- Setting transparent, company-wide goals

- Breaking down annual goals into actionable steps

- Determining the resources needed to achieve goals

- How to involve your team in goal setting

- Real-world example from Disney on setting goals

- Are you setting yourself up for success in 2026?

Mentioned in the Episode:

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

JFK’s SMART Goals: https://biggsuccess.com/2009/07/20/how-to-set-goals-like-john-kennedy/

RØDE PSA1+ Professional Studio Arm: https://amzn.to/3Y6kSsK

Rode Dynamic Podmic: https://amzn.to/4rAPWOY

Shure Dynamic Podmic: https://amzn.to/3Ks4fVu

Sony ZV-1F Vlog Camera: https://amzn.to/44O1MeG

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 -