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:

• Get Your nCAC Calculator Now!: https://www.tiereleven.com/ncac
• Cashflow Kings on Facebook: https://www.facebook.com/cashflowkingspodcast
• Shopper Approved: https://www.shopperapproved.com/
• make data driven marketing decisions with confidence: https://www.tiereleven.com/what-we-do/data-suite
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with Ralph on LinkedIn

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:

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:

• Deliver the most relevant ad across surfaces
• Episode 707: Decode Google’s New Diabolical Landing Page Changes with Tas Bober
• Val on LinkedIn
• Unbounce on LinkedIn
• Landing Pages and Templates
• Oli Gardner Unbounce videos
• Tier 11 Data Suite
• SUPERCHARGE YOUR MARKETING ROI
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow Perpetual Traffic on Twitter
• Connect with Lauren on Instagram and Connect with