Today, we’re breaking down a lead generation case study that resulted in a 397% increase in revenue and a 356% boost in gross profit. The business, which was stuck at $620,000 in annual revenue, shot up to $2.5 million after just six months of applying the right strategies.

We dug into the client’s existing assets, found multiple lead magnets, and used them to target different pain points across a broader audience. The result was a more engaged audience, a more diversified funnel, and ultimately more conversions.

If you’re struggling to scale, it's time to rethink your marketing strategy. Stop pushing for immediate sales and start creating a nurturing experience for your audience. Listen in and learn how you can adapt our lead gen strategy to fit your business.

In This Episode:

- Lead generation case study results breakdown

- Step 1: Moving from simple to complex funnel strategy

- Step 2: Installing the CPL/nCAC reducer framework

- Step 3: Deploying the digital velocity engine for ad creation

- Final results summary: 397% revenue increase

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/

Why do some ad campaigns crush it while others flop, even with the same budget? It all comes down to metrics and strategy. Let’s get the first part out of the way.

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

In today’s episode, we share a client story where more than $10,000 went up in smoke on a webinar that didn’t convert, and how a simple shift in strategy turned everything around.

Lauren explains how her team builds strategy documents that keep everyone aligned and how knowing your numbers and setting the right goals can change everything. We also get into the real differences between subscribers, leads, and sales-qualified leads, and why so many businesses set themselves up for frustration by mixing them up.

If you’re planning a webinar launch or any infoproduct, setting ad budgets, or just trying to figure out where to put your next marketing dollar, you need the right strategy to achieve your goals. Listen in as we share the wins, the lessons, and the strategies that can help you turn ad spend into predictable growth.

In This Episode:

- Why strategy is critical for achieving marketing goals

- Mongoose’s strategy documents for the post-hire process

- Example of revenue vs sales and marketing goals

- The structure and content of the strategy doc

- Pixel strategy for Meta and monitoring the campaign performance

- Why Meta is better than Google for selling webinars

- Budget allocation strategy for awareness, conversions, and lead generation

- Email/SMS integration into the paid ads strategy

- Final thoughts on the strategy success formula: goal, budget, and target

Listen to This Episode on Your Favourite 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 Andromeda updates have made most ad strategies obsolete. We can help you update your ad strategy using AI and creative diversification for a high ROAS.

Talk to us: https://www.tiereleven.com/apply

In today’s episode, we take you to our Ad Lab live event, where we discussed Meta's Andromeda update in detail and how it's changing the digital advertising landscape. Our guest, John Moran, has been testing and deploying strategies to match the new updates, achieving incredible results.

We explore how focusing on creative diversification can break through tough competitive markets, even when business performance isn’t where it needs to be. John also shares the Fishbone Effect—a creative strategy that targets diverse audiences with various creative elements within the same campaign.

You’ll understand why your creative strategy is everything when it comes to scaling your Meta ads. We’ll also cover key strategies that can help you scale your campaigns despite the ongoing Andromeda updates.

In This Episode:

- Meta Andromeda update & testing strategies

- Content diversification strategy: 10 different ad types explained

- Results from one campaign, one ad set structure with Andromeda

- The Fishbone Effect: How Meta distributes ad spend

- When to pause high-spend, low-converting ads

- Performance max with CAPI imports results

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 -

Before you spend another dollar on ads, you need to do your business math right. Download our Marketing Performance Indicators checklist to track the key metrics that accurately measure your marketing efforts.

Download the checklist here: https://www.tiereleven.com/mpi

Today’s case study is a perfect example of why such metrics matter more than your creative or targeting efforts. The client came to us with growth goals, though their business had been in decline for three years. About 60% of their revenue was coming from existing customers, but that segment was shrinking year over year.

Even with our top strategist, Ricardo Pouwels, deploying proven strategies, we weren't able to break through the tough competitive landscape. We shifted the budget from Google to Meta ads and focused on improving new customer acquisition metrics, but the client couldn't wait for the strategy to fully take effect.

You'll learn that marketing can't fix a fundamentally flawed business model. Tracking metrics like new customer acquisition cost (NCAC) can show progress even when overall revenue drops, but only with realistic expectations about recovery timelines that most businesses aren’t prepared to accept.

In This Episode:

- Meet Tier11’s growth strategist, Ricardo Pouwels

- Case study: Gardening niche client with a flawed business model

- Challenges with Google Shopping and price competitiveness

- How pricing issues contributed to the client’s decline

- Testing new strategies: Meta Ad budget adjustments

- What is the ideal timeframe for testing new marketing strategies?

- Managing client expectations while saving a struggling business

- Why a paid media strategy does not always work

- What’s the best way to turn around a declining seasonal business?

- Why didn’t we focus on email marketing to boost sales?

- How to tackle business challenges with paid media

Want to learn how to calculate your NCAC?

Listen to our previous episode on NCAC:

https://podcasts.apple.com/sk/podcast/part-1-the-5-step-formula-to-determine-your-ncac/id1022441491?i=1000686217283

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 Ricardo Pouwels:

LinkedIn:

Ralph and Lauren sit down with Corey Quinn, Agency Growth Advisor and former CMO of Scorpion, to uncover the exact strategies that took a stalled $10–$20M agency and propelled it to over $100M in revenue. Corey reveals his “Dream 100” inspired outreach strategy, why DS (Dream Segment) and GBO (Greatest Business Outcome) are essential to focus, and how to build a repeatable system for landing high-value clients. If you run an agency, consultancy, or service business, this conversation will challenge the way you think about lead generation, positioning, and scaling — and give you the tactical blueprint to make your growth goals inevitable.

Chapters:

• 00:00:00 - Cliff jumps, private jets, and setting the stage for big growth
• 00:01:51 - Meet Corey Quinn: the agency growth strategist Ralph swears by
• 00:04:31 - From CMO to 10X revenue: the Scorpion success story
• 00:07:05 - The real challenges (and winning moves) behind a $100M leap
• 00:12:42 - Why deep specialization is your ultimate growth accelerator
• 00:18:09 - Building a culture that fuels operational excellence
• 00:20:50 - How the Deep Specialization Flywheel keeps momentum spinning
• 00:22:42 - Turning gifts into client magnets with outbound marketing
• 00:23:35 - From surprise packages to strategic outreach
• 00:23:58 - The secret psychology behind sending gifts that convert
• 00:26:28 - Reinventing outreach in a remote-first world
• 00:27:20 - Scaling your gift game without losing the personal touch
• 00:30:33 - Crafting irresistible, personalized gifts for dream clients
• 00:34:54 - Why relentless follow-up wins the biggest deals
• 00:40:07 - Wrapping up with a special offer you can’t ignore

LINKS AND RESOURCES:

• Website
• Anyone, Not Everyone
• Get Your Marketing Performance IndicatorsTM Checklist Now!
• Get Your nCAC Calculator Now!
• Make Data Driven Marketing Decisions with Confidence
• 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

What if we told you that Tier 11 designed an ad campaign for an ecommerce store that resulted in a 608% revenue increase and 401% ROAS increase in less than 6 months?

On today’s episode, we’re flipping the script a bit. Host Kasim Aslam interviews his usually-co-host Ralph Burns about an ad campaign at Tier 11 that took a struggling business from $29k/month to $176k/month in revenue in less than half a year. (Download the case study here.) Ralph talks about customer acquisition amplification and walks us through the structure of each of the five levels of traffic. But the bottom line, he says, is the creative. “The creative makes the audience. If you match incredible audience and interspace targeting with incredible front end creative and messaging, game over. You own the internet as a marketer. Mix the two together, and it’s online marketing nirvana.”

Listen in to find out how to achieve this online marketing nirvana in your own campaigns.

Chapters:

• 00:00:00 - Kicking Off Perpetual Traffic with High-Energy Insights
• 00:00:46 - Celebrating Our Listeners & Their Game-Changing Feedback
• 00:01:32 - Case Study Teaser: 608% Revenue Explosion
• 00:02:17 - Ralph Burns Steps into the Hot Seat
• 00:03:08 - Unpacking the Secrets Behind the Case Study
• 00:08:19 - Why Creative Can Make or Break Your Ads
• 00:14:15 - Tracking Fixes & Powering Up with Conversions API
• 00:23:01 - Rolling Out the Traffic Harmonizer System
• 00:32:50 - Final Takeaways & Next Steps for Your Growth

LINKS AND RESOURCES:

• Download the case study
• 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:

Unbounce - Code PT10off

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Meta’s AI just rewrote the rules of digital advertising—without telling anyone. In this breaking episode of Perpetual Traffic, Ralph Burns and John Moran expose the stealth rollout of Meta's new AI-driven ad platform update: Andromeda. Learn how this algorithmic shift flips traditional ad strategies on their head and why relying on old tactics is a fast track to mediocrity. From GPU-fueled compute power to GEM (Generated Ads Recommendation Model), discover what Meta’s “superbrain” means for your creative strategy, budget allocation, and lead generation success. This isn’t just an update—it’s a total transformation. If you’re serious about scaling in 2025, you need to hear this.

Chapters:

• 00:00:00 - Meta Just Flipped the Script: Meet Andromeda
• 00:01:00 - The AI Revolution That’s Changing Your Ad Game
• 00:02:20 - Inside Meta’s Secret Weapon: The New Ranking Algorithm
• 00:05:45 - Why Meta’s Funnel Thinks Smarter Than You Do
• 00:07:35 - The New Playbook: Diversify or Die
• 00:10:03 - Andromeda Uncovered: What Meta Isn’t Telling You
• 00:12:11 - Smart Targeting Starts with Smarter Creative
• 00:18:56 - Real Results: What Happens When You Diversify Content
• 00:27:52 - What the Numbers Say About Your Ads
• 00:28:29 - How to Get More New Customers for Less
• 00:29:16 - Repeat It: Diversify or Die
• 00:30:01 - Algorithm IQ: Understanding How Meta Thinks
• 00:31:28 - Creative That Wins: Test, Iterate, Dominate
• 00:32:32 - When to Kill Your Ads—And Why It Works
• 00:35:01 - Case Study: Smarter Spend, Bigger Wins
• 00:35:46 - Using AI to Find Your Next Best Customer
• 00:42:59 - Mastering the Full Funnel (Without Wasting Spend)
• 00:47:09 - The Future Is Now: What Smart Marketers Do Next

LINKS AND RESOURCES:

• Meta's Creative Strategy TikTok
• Mark Zuckerberg just declared war on the entire advertising industry
• Episode 718: [Case Study] Meta Andromeda Ads vs Amazon Ads: Who Wins?
• AI Innovations in Meta's Ad Ranking Driving Advertiser Performance
• Meta Andromeda: Supercharging Advantage+
• Episode 234: The Ad Amplifier Super System For Facebook Ads
• Tier 11 Jobs
• Perpetual Traffic on YouTube
• Tiereleven.com
• Mongoose Media
• Perpetual Traffic Survey
• Perpetual Traffic Website
• Follow

If you're spending across Meta, Google, Amazon, and Shopify—but still unclear which channel is actually closing the sale—this episode is your roadmap to marketing clarity. Ralph Burns and John Moran break down a real Tier 11 case study that exposes how most businesses are flying blind when it comes to attribution. You’ll discover why traditional ROAS can lead you astray, how NAC and MER reveal true performance, and why “contribution” trumps “attribution” when it comes to scaling profitably. They also dive into how tools like CAPI Import and the Tier 11 Data Suite connect the dots across paid and organic touchpoints, helping brands unlock hidden revenue and cut wasted spend. Whether you're a Shopify powerhouse or a service-based business, this episode will change how you view your media mix—and give you the frameworks to invest with confidence.

Chapters:

• 00:00:00 – Kicking Things Off: What’s REALLY Fueling Your Sales?
• 00:01:01 – The Traffic You Ignore Might Be Closing Your Deals
• 00:01:33 – Inside a $100M Ad Account: What the Data Really Says
• 00:02:22 – The Dirty Truth About Marketing “Solutions”
• 00:02:58 – Ralph Gets Real About Creative That Converts
• 00:05:54 – Clean Data or Dead Spend: Your Choice
• 00:07:08 – Why Most Marketers Misread Growth Signals
• 00:15:43 – Amazon Showdown: Vendor vs. Seller Central Exposed
• 00:26:07 – How to Spot Wasted Ad Spend with One Metric
• 00:33:02 – Stop Confusing Attribution with Contribution (It’s Costing You)
• 00:35:18 – The Metric That Changes Everything About Ad Spend
• 00:36:01 – Why You're Probably Overspending on Brand Terms
• 00:36:56 – Performance Gaps Hiding in Plain Sight
• 00:37:43 – Case Study Reveal: What Changed After the Hire
• 00:38:45 – Amazon’s Hidden Influence on Your Shopify Store
• 00:39:16 – The Strategic Way to Manage Campaign Chaos
• 00:43:58 – When Google’s Automation Fights Your Results
• 00:46:46 – The “Feeder Strategy” You Should Be Using for Holidays
• 00:48:32 – Behind Closed Doors: Real Consulting Conversations
• 00:53:44 – Final Word: What to Do With All This Insight

LINKS AND RESOURCES:

• 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:

Unbounce - Code PT10off

Free Snapchat Credits