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!

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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

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:

• 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:

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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:

• 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:

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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:

• Act on Google's Update
• Tas's Google Article
• Tas Bober on LinkedIn
• The Scroll Lab
• make data driven marketing decisions with confidence
• The 5 Forces System
• 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

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:

• Unlock Marketing Clarity with The 5 Forces System
• Tier 11 Data Suite
• 5 Forces AI
• 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:

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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:

• 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:

Free Snapchat Credits

Unbounce - Code PT10off