Perpetual Traffic

Tier 11

Helping marketing directors and CMOs master paid traffic and conversions!

  • 1 hour 53 seconds
    The #1 Metric That Will Completely Transform Your Business’s Bottom Line

    In this special crossover episode, Ralph Burns takes the hot seat outside of Perpetual Traffic — guesting on the Cashflow Kings podcast with hosts Scott Brandley and DJ Sprague. Together they break down why your NCAC (New Customer Acquisition Cost) is the single most overlooked but mission-critical number in your business. Ralph explains how top e-commerce CEOs and growth marketers win by outspending the competition profitably, why so many 8-figure brands still get this wrong, and how you can finally tie NCAC to real revenue growth. If you want to scale smarter and protect your margins, don’t miss this behind-the-scenes look at Ralph’s playbook for dominating your market.

    Chapters:

    • 00:00:00 - Welcome to Perpetual Traffic: Let’s Dive In
    • 00:00:16 - Meet Cashflow Kings: The Conversation Begins
    • 00:00:56 - Why Customer Acquisition Cost Will Make or Break You
    • 00:03:59 - Who’s Here: Ralph Burns Joins the Kings
    • 00:04:58 - NCAC Explained: The Secret Metric for Growth
    • 00:08:55 - How to Find Your NCAC Without Guessing
    • 00:30:06 - The Real Math: Calculating Net Acquisition Cost
    • 00:30:37 - Hidden Costs: Don’t Forget Your Ops Expenses
    • 00:31:37 - Set Smart Profit Margins & Win on CAC
    • 00:32:20 - Proven Tactics to Drive NAC Down
    • 00:34:35 - Protecting Profits: Why Margins Matter More Than Ever
    • 00:37:54 - How to Lift AOV Without Adding Friction
    • 00:45:01 - Bundles & Irresistible Offers That Sell Themselves
    • 00:48:37 - Ralph’s Final Word: The Million Dollar Takeaway

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

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    8 July 2025, 3:00 pm
  • 48 minutes 31 seconds
    Defeat The New Google AI Max Landing Page Doomsday with Val Riley

    In this episode of Perpetual Traffic, Ralph and Lauren are joined by Val Riley, Vice President of Marketing and Strategy at Unbounce, to tackle the latest disruptions in Google Ads' AI Max landing page requirements. As AI continues to reshape digital marketing, these changes could significantly impact how you design and optimize landing pages for Google Ads. This episode dives deep into practical strategies and insights to adapt to the new landscape and overcome the challenges presented by these updates.

    Chapters:

    • 00:00:00 - Kicking Off the Perpetual Traffic Podcast
    • 00:01:56 - Meet Today’s Game-Changer: Val Riley from Unbounce
    • 00:02:41 - Val Riley’s Path to Unbounce: From Start-Up to Industry Leader
    • 00:04:17 - Google’s Hidden Updates: What You Need to Know
    • 00:06:43 - Why User Experience is the Secret Sauce in Ad Success
    • 00:08:09 - Supercharging Ad Performance with AI Max
    • 00:17:26 - Crafting Landing Pages That Drive E-commerce Success
    • 00:25:06 - Unlocking the Power of Custom Templates for Agencies
    • 00:25:40 - E-commerce Landing Page Templates You’ll Love
    • 00:28:12 - Mastering Cross-Selling: Smart Strategies for More Sales
    • 00:29:17 - Proven Tactics to Maximize Conversions on Your Landing Pages
    • 00:34:30 - Winning Marketing Strategies to Stay Ahead of the Competition
    • 00:38:01 - Dive Into Unbounce’s Best Templates and Categories
    • 00:40:42 - Wrapping Up: The Key Takeaways You Can't Miss

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

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    4 July 2025, 11:00 am
  • 35 minutes 18 seconds
    The 1 Stunning Hack We Used to 3X Our Spanish YouTube Subs in 30 Days

    Ralph and Lauren break down the exact Most Valuable Activity (MVA) method that helped them triple their Spanish YouTube subscribers in just 30 days — without spending more on ads. From behind-the-scenes bloopers to real talk on Gen Z team management and daily goal setting, they reveal how a simple shift in focus can transform your channel growth. Tune in for tactical steps and raw insights you can implement today to scale faster with the same resources.

    Chapters:

    • 00:00:00 - Kickoff: Meet Ralph & Lauren
    • 00:00:47 - Unlocking MVAs: Your Secret Growth Lever
    • 00:01:22 - Millennials & Gen Z: Challenge or Cheat Code?
    • 00:06:38 - Real-Life Win: 3X Spanish YouTube Subs
    • 00:08:49 - Bring MVAs to Life in Your Team
    • 00:15:36 - Daily Check-Ins: The Performance Edge
    • 00:27:53 - Big Takeaways & Action Steps

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

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    1 July 2025, 8:00 am
  • 44 minutes 30 seconds
    9.7X MER in 2 Months: Meta Advantage+ Case Study Pt. 2

    Ralph and John return to the "performance kitchen" to unpack a radical shift in digital advertising strategy. Discover why ungated webinar content, pre-click education, and native storytelling inside ad sets are outperforming traditional funnel tactics. John breaks down how a $120 glove brand scaled with a sub-$20 CPA—without touching the campaign for over a month—and why Meta's Andromeda update is forcing advertisers to master content, not just structure. If you're still gating your best material, you're already behind. This is the future of Meta ads—and it starts with feeding the feed, not the funnel.

    Chapters:

    • 00:00:00 - Inside the Perpetual Traffic Machine
    • 00:00:09 - What’s Cooking in the Ad Lab Today
    • 00:00:38 - Why One Ad Style Won’t Cut It
    • 00:01:26 - Meta’s AI Is Now Selling for You
    • 00:02:28 - Your New Ad Grid Game Plan
    • 00:04:37 - Welcome to the Performance Kitchen
    • 00:06:09 - Andromeda Changed Everything—Here’s How
    • 00:10:21 - This Glove Ad Crushed It
    • 00:17:34 - Pre-Click Education = More Conversions
    • 00:19:51 - Turn Old Content into Ad Gold
    • 00:21:16 - Gated Content Is Killing Your Ads
    • 00:23:34 - Ads That Educate, Ads That Convert
    • 00:29:53 - Do Media Buyers Still Matter?
    • 00:32:58 - Scale Smart: One Campaign, No Tweaks
    • 00:39:33 - What’s Next in the Ad Evolution?

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

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    27 June 2025, 11:00 am
  • 45 minutes 45 seconds
    Why You’re Onboarding Your Leads Wrong and What To Do About It

    Lauren Petrullo, founder of Mongoose Media, dives deep into her revolutionary "Email Triage" strategy—an AI-enhanced approach to onboarding emails that radically departs from stale templates. Learn how she reengineers the traditional 5–14 email sequences into dynamic, ultra-relevant pathways that scale personalization without sacrificing automation. Whether you're running an eComm brand, SaaS startup, or B2B agency, this episode will challenge how you welcome leads and redefine your first impression. Tune in to discover how relevancy rules, and why your welcome email might just be your most powerful sales tool yet.

    Chapters:

    • 00:00:00 - Kicking Off with Lauren’s Takeover of Perpetual Traffic
    • 00:00:41 - Why “Email Triage” Will Change Everything You Know About Onboarding
    • 00:02:27 - The Secret Sauce: Why Relevancy Beats Automation Every Time
    • 00:05:10 - Turning Cold Leads into Superfans with Personalized Sequences
    • 00:07:27 - What Happens When They Ghost You? Unsubscribes Done Right
    • 00:10:05 - Don’t Miss This: How to Wow Returning Customers from Email #1
    • 00:12:13 - Spotting the Serial Sign-Uppers — And Winning Them Back
    • 00:18:06 - Desktops vs. Mobile: How Device Data Powers Smarter Emails
    • 00:19:55 - Level-Up Time: Inside the Most Advanced Triage Tactics We Use
    • 00:21:34 - Crafting Hyper-Personalized Journeys at Scale
    • 00:21:59 - “Proof of Life” Emails: The Oddly Effective Trigger You’re Ignoring
    • 00:23:44 - Beyond the Inbox: Why SMS + Email = Maximum Engagement
    • 00:27:13 - Boosting Open and Click Rates Without a Subject Line Trick
    • 00:35:03 - They’re Not Clicking — Now What? Ninja Moves for Dead Leads
    • 00:40:47 - Wrapping with a Challenge: Rethink Your Email Game & Join the Community

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

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    24 June 2025, 11:00 am
  • 48 minutes 6 seconds
    Decode Google’s New Diabolical Landing Page Changes with Tas Bober

    Are your B2B ads mysteriously tanking on Google? In this explosive episode, Ralph and Lauren sit down with landing page expert Tas Bober, founder of The Scroll Lab by Delphinium, to unpack Google’s stealth February 2025 landing page compliance update—a change that’s silently sabotaging paid traffic across the board. Tas reveals how Google’s AI is now judging your UX with teacher-level scrutiny, how rage scrolling signals are reshaping campaign performance, and why navigation and anchor links are now critical for survival. You'll learn how to fix ad-to-landing page misalignment, boost conversion with smart layout shifts, and adopt “consumption rate optimization” as your new metric for success. Packed with anchor nav hacks and a case study showing a 265% lift in purchases, this episode is your no-BS blueprint for keeping your B2B funnel Google-proof.

    Chapters:

    • 00:00:00 - Kicking Things Off on Perpetual Traffic
    • 00:00:22 - What Our Listeners Are Saying
    • 00:02:04 - Meet Tas Bober: The Landing Page Strategist
    • 00:02:45 - The Google Update No One Saw Coming
    • 00:04:42 - Why Relevance and UX Now Rule Ads
    • 00:07:00 - What Makes a Landing Page Actually Work
    • 00:09:16 - Ignore Google's Changes? Here's What Happens
    • 00:13:57 - Smart Ways to Build Pages That Convert
    • 00:19:13 - Picking the Right Tools for the Job
    • 00:21:33 - What This Google Update Really Means
    • 00:22:10 - How to Stay Google-Compliant in 2025
    • 00:27:09 - Crushing Objections Before the Sales Call
    • 00:29:01 - Why Relevance Is Your Ultimate Differentiator
    • 00:35:25 - Personalization + Dynamic Pages = Scalable Wins
    • 00:38:57 - The 4 Core Pages Every B2B Brand Needs
    • 00:42:08 - Final Takeaways and Where to Learn More

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

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    20 June 2025, 8:00 am
  • 57 minutes 27 seconds
    The Muddled Attribution Puzzle Solved: Scott Desgrosseilliers’ 5 Forces

    Ralph and Lauren welcome back Scott Desgrosseilliers, CEO of Wicked Reports, to dive into the biggest frustrations plaguing marketers today: accurate attribution. Scott unveils his brand-new “5 Forces” framework, a methodology born out of frustration, testing, and maybe a little time on the toilet—but designed to help marketers and entrepreneurs unlock hidden revenue from their existing data. You’ll learn why most attribution models fail, what metrics actually drive profits, and how to stop flying blind in your media buying decisions. If you’re running multi-million dollar ad spends or just looking to scale smarter, this episode delivers real-world strategies you can implement today.

    Chapters:

    • 00:00:00 - Kicking Off with Ralph, Lauren, and a Dash of Chaos
    • 00:00:25 - Pandemic Flashbacks and Entrepreneurial Resilience
    • 00:03:33 - Why Most Marketers Are Still Struggling with Attribution
    • 00:05:05 - The Wild Origin Story of the Five Forces Framework
    • 00:08:17 - Breaking Down the Five Forces That Will Transform Your Ad Game
    • 00:24:04 - How Long Should You Wait to See Real Marketing Results?
    • 00:28:35 - Lifecycle Marketing: Unlocking Hidden Growth in Your Funnel
    • 00:28:59 - Setting Sales Benchmarks That Actually Mean Something
    • 00:29:52 - What Most Marketers Forget to Factor In (That Could Kill ROAS)
    • 00:31:56 - Decision Logs: The Secret Weapon for Smarter Ad Budgets
    • 00:37:49 - Tweaking Traffic, Budget, and Creative for Maximum Impact
    • 00:43:23 - Not All Customers Are Created Equal—Here’s Why That Matters
    • 00:46:21 - Final Thoughts: Why the Five Forces Aren’t Just Theory

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

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    17 June 2025, 11:00 am
  • 1 hour 4 minutes
    Killer Meta Advantage+ Case Study: 1 Campaign, 1 Ad set, 50 Ads…Whaa?

    Meta Ads are evolving—and if you’re still clinging to Advantage+ Shopping campaigns, you’re already behind. In this high-impact episode, Ralph Burns and John Moran pull back the curtain on their $4M+ test using Meta’s new Advantage+ Sales Campaigns, breaking down what’s working right now in the face of Meta’s June 25th switchover. You’ll hear why "one campaign, one ad set, 50 ads" is more than just a tactic—it’s the future. Whether you’re running a low-volume brand or managing high-ticket spends, this episode is your tactical field guide to staying ahead of Meta’s automation curve. Plus, discover how John’s 3-month test is outperforming traditional structures—and how you can apply it today.

    Chapters:

    • 00:00:00 - Kicking Things Off (and Yep, Ralph Has COVID)
    • 00:00:34 - Why This Episode Might Just Blow Your Mind
    • 00:00:51 - The Underdog Ad Account That Surprised Everyone
    • 00:01:20 - What You Really Need to Know About Advantage+ Sales
    • 00:02:02 - Meta's Big Shift: Are You Ahead of the Curve?
    • 00:03:36 - Enter John Moran: The Ad Scientist in Flannel
    • 00:05:32 - The Death of Advantage+ Shopping (and What’s Replacing It)
    • 00:07:09 - The $4M Test: Here’s What Actually Worked
    • 00:13:59 - Cracking the Code on Creative + Targeting Combos
    • 00:21:02 - Scaling Smart: What the Data’s REALLY Telling Us
    • 00:31:48 - Raw, Real, and Revolutionary Marketing Tactics
    • 00:32:49 - The Feeder Strategy: Turning Cold Leads into Cash
    • 00:33:44 - Ask Us Anything: Let’s Get Tactical
    • 00:34:01 - What the Heck Is "Vibe Marketing"? (And Why It Matters)
    • 00:35:22 - Why Creative Isn’t Just King — It’s the Whole Kingdom
    • 00:39:48 - Plug-and-Play Tactics for Ecomm, SaaS, and Beyond
    • 00:46:40 - Campaign Surgery: What to Fix, What to Ditch
    • 00:59:54 - Wrap-Up, Resources, and What to Do Next

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

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    13 June 2025, 11:00 am
  • 31 minutes 42 seconds
    (Replay) 5 AI video tools you can’t live without with Ian Garlic

    Ralph Burns and Lauren Petrullo sit down with online video storytelling expert Ian Garlic to unpack the collision of artificial intelligence and video marketing. Broadcasting from the legendary Casa de Garlic, they dive into how AI is reshaping content creation—and the critical difference between smart augmentation and soulless automation. Ian shares insider tools, real-world use cases (including a wild Florida Bar AI debacle), and a framework for scaling video that connects, converts, and ranks. From Descript to Airtable to human intuition, this episode is a must-listen for marketers navigating the noisy world of AI-generated everything.

    Chapters:

    • 00:00:00 - Welcome to the Perpetual Traffic Podcast
    • 00:00:35 - The Wild Rise of AI in Video Content
    • 00:02:04 - Is Human Video Dead? The Future of AI Creation
    • 00:03:11 - When AI Hallucinates: Risks, Ethics, and Epic Fails
    • 00:05:31 - SEO Flashbacks and What AI is About to Break
    • 00:11:30 - Behind the Curtain: AI Tools That Actually Work
    • 00:12:33 - Turning Prompts Into Profit: Smarter Content With AI
    • 00:14:28 - Airtable Hacks That Supercharge Your Workflow
    • 00:16:42 - Why AI Alone Will Tank Your Audience Targeting
    • 00:17:20 - Human Touch vs. AI Logic: Striking the Right Balance
    • 00:18:17 - CMOs, Here’s Where AI in Marketing is Headed Next
    • 00:19:59 - How Pro Editors Use AI Without Losing the Plot
    • 00:22:08 - Um, Wait—Do Imperfections Build Trust?
    • 00:24:15 - Jungle Stories, Tall Hair, and Total Authenticity
    • 00:26:30 - Final Takeaways, Laughs, and Where to Find Ian

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

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    10 June 2025, 11:00 am
  • 48 minutes 28 seconds
    (Replay) How to Use Video to Sell Stuff….The Right Way with Ian Garlic

    Ralph and Lauren sit down with Ian Garlic, the founder of Video Case Story, to uncover the most effective ways to use video for sales. While most brands flood social media with endless content, Ian reveals why simply creating more video isn’t enough. Instead, he shares a strategic approach to video marketing—one that moves prospects seamlessly from awareness to purchase without relying on traditional ad clicks. Whether you’re struggling with attribution, unsure if your video efforts are paying off, or looking for a smarter way to use customer testimonials, this episode delivers the insights you need to turn video into your most powerful sales tool.

    Chapters:

    • 00:00:00 - Kicking Off Perpetual Traffic: Why Video is the Future of Sales
    • 00:00:39 - Meet Ian Garlic: The Mastermind Behind High-Converting Videos
    • 00:01:10 - The Secret to Using Video to Drive More Sales
    • 00:02:58 - Mapping Your Customer’s Journey for Maximum Conversions
    • 00:03:28 - AI, Marketing, and Sales: The Game-Changing Connection
    • 00:04:46 - The Truth About Creating Videos That Actually Work
    • 00:07:10 - How to Use YouTube to Explode Your Business Growth
    • 00:08:35 - Turning Your Sales Funnel into a Conversion Machine with Video
    • 00:17:53 - Why Most Businesses Ignore Post-Purchase Engagement (And Why It’s a Huge Mistake)
    • 00:22:28 - The Power of Fear in Marketing and How to Use It Ethically
    • 00:23:16 - The Four Must-Have Videos Every Business Needs
    • 00:23:58 - The Hidden Conversion Leaks Costing You Sales
    • 00:24:05 - The Perpetual Traffic Formula for Video Success
    • 00:24:14 - How to Craft Video Case Stories That Sell for You
    • 00:25:05 - Where Video Fits Into Your Sales Funnel for Maximum Impact
    • 00:27:00 - Why FAQs and Process Videos Are Secret Sales Weapons
    • 00:35:40 - The Ugly Truth About Most Sales Funnels (And How to Fix Yours)
    • 00:40:02 - Final Takeaways and Where to Learn More

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

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    6 June 2025, 8:00 am
  • 27 minutes 6 seconds
    3 Astonishing Ways Tier 11 Is Using AI Right Now

    Ralph Burns takes you inside a real Tier 11 agency call to reveal three groundbreaking ways his team is leveraging AI to supercharge Meta and Google ad accounts, streamline client reporting, and fast-track campaign buildouts. From using ChatGPT to rapidly generate Google Ads copy and keyword suggestions to integrating AI into agency-wide reporting frameworks, this episode delivers real, tactical insights you can implement right away. Stick around for the bonus AI method at the end — a client reporting trick that’s not just effective, it’s shockingly simple.

    If you're a media buyer, internal marketing lead, or agency owner looking for a competitive edge using AI, this is a must-listen.

    Chapters:

    • 00:00:00 – Dive Into Perpetual Traffic: AI Secrets Start Now
    • 00:00:25 – Unlocking the Future: How Tier 11 Uses AI to Scale Smarter
    • 00:02:00 – “Quick & Dirty” Google Ads? Watch ChatGPT Build It in Real-Time
    • 00:07:48 – Imagery That Sells: How the Creative Team Taps AI for Visual Gold
    • 00:09:09 – Turning Strategy Into Scale: Meet the Custom GPTs Behind the Campaigns
    • 00:14:08 – Numbers Don’t Lie: Using AI to Decode Client Data Like a Pro
    • 00:15:09 – AI Builds a Killer Careers Page? Yep, It Just Happened
    • 00:22:01 – The Bonus Hack + What This Means for Your Next Campaign

    LINKS AND RESOURCES:


    Thanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with us on iTunes and leave us a review!

    Mentioned in this episode:

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    Unbounce - Code PT10off

    3 June 2025, 11:00 am
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