Perpetual Traffic By Digitalmarketer | Facebook Advertising | Social Media Marketing | Digital Marketing I

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 Sales00:00:39 - Meet Ian Garlic: The Mastermind Behind High-Converting Videos00:01:10 - The Secret to Using Video to Drive More Sales00:02:58 - Mapping Your Customer’s Journey for Maximum Conversions00:03:28 - AI, Marketing, and Sales: The Game-Changing Connection00:04:46 - The Truth About

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 Now00:00:25 – Unlocking the Future: How Tier 11 Uses AI to Scale Smarter00:02:00 – “Quick & Dirty” Google Ads? Watch ChatGPT Build It in Real-Time00:07:48 – Imagery That Sells: How the Creative Team Taps AI for Visual Gold00:09:09 – Turning Strategy Into Scale:

Ralph and Lauren dive deep into the evolving role of AI within Meta’s ecosystem—particularly focusing on the implications of Meta’s $65 billion AI investment and the practical rollout of Llama and Meta’s in-app AI assistant. Lauren reports live from Virginia, where she’s attending a Congressional discussion on AI’s impact on small businesses, bringing front-line insights straight to Perpetual Traffic listeners. From personalized Meta AI chats in WhatsApp to the transformative potential for small business owners and media buyers, this episode unpacks where AI is heading—and how you can get ahead of it before your competition does. Expect real-world application, future-facing predictions, and a few bowling pins dropped in the name of progress.Chapters:00:00:00 - Kicking Off with Ralph & Lauren00:00:35 - Lauren Goes Bowling… On-Air00:01:29 - Behind Closed Doors: Congress Talks AI00:02:24 - Meta Drops $65B on AI00:02:48 - AI That Actually Knows You00:05:00 - When Meta Becomes Your Therapist00:05:37 - Hacking

Ralph Burns and Lauren Petrullo dive into the “ugly duckling” of digital advertising: tracking. Lauren reveals her own messy Meta event setup and why that mistake—yes, even from a pro—could be sabotaging your campaigns. Learn why placing a pixel isn’t enough, what event match quality (EMQ) really tells Meta, and how CAPI fixes data loss issues caused by browser-side limitations. This is Part 1 of a 3-part tracking mini-series... and it starts with full transparency and a touch of public flogging.Chapters:00:00:00 - Cracking Open the Perpetual Traffic Vault00:01:31 - Why Bad Tracking Kills Great Marketing00:02:58 - Meta's Bold AI Vision (and Why It Matters)00:04:47 - The Data Black Hole of Flexible Ads00:06:53 - From Pixels to Prediction: How Ad Networks Evolved00:10:57 - Your Official Invite to the 3-Part Tracking Overhaul00:14:28 - How to Set Up Tracking Without Breaking Your Brain00:15:53 - Which Data Source Should You Actually Trust?00:15:59 - The Truth About Pixel vs. Dataset IDs00:17:04 - Don’t Just Plac

Ralph Burns welcomes back creative powerhouse Lauren Schwartz, Paid Media Creative Expert and founder of The Loft 325. Together, they break down the 3-Step Creative Formula that’s generating massive results for beauty and wellness brands in a hyper-competitive ad landscape. Lauren reveals how to audit creative, identify conversion gaps, and scale customer acquisition using a proven process. Whether you manage seven-figure accounts or are just getting started, this episode offers actionable advice rooted in real-world campaign wins.Chapters:00:00:00 - Kicking Off the Beauty Domination Series00:00:29 - Why Beauty Brands Need This Now00:00:55 - Creative: Your Brand’s Secret Weapon00:02:23 - What Clients Get Wrong (and Right)00:03:56 - The Formula Behind Winning Creatives00:07:05 - Is Your Brand Speaking Consistently?00:10:29 - Where Social + Paid Ads Fall Apart00:21:00 - Inventory Meets Identity: Your Hidden Advantage00:21:37 - How to Fix Your Creative Library00:22:39 - Are Your Ads and Socials Aligned?00:25:24

Ralph Burns and Lauren Schwartz return for the third installment of the Beauty Brand Scaling Series—and it’s their most tactical one yet. They pull back the curtain on the exact creative strategies that consistently scale 7- and 8-figure beauty brands. You’ll hear how brands fall into the trap of choosing aesthetics over performance—and why that’s costing them real revenue. Ralph breaks down why creative is the biggest gear in Tier 11’s conversion engine, while Lauren shares how their system blends brand consistency with ROI-driven ad execution. This isn’t theory—it’s the framework that’s actively transforming campaigns right now. If you’re in beauty, ecommerce, or just hungry for creative that actually converts, this episode is your blueprint.Chapters:00:00:00 – Kicking Things Off: Why This Episode Will Shift Your Beauty Brand Mindset00:00:46 – Meet the Creative Powerhouse Behind the Beauty Scaling Breakthrough00:01:09 – Why Creative Isn’t Just Important—It’s the Core of Media Buying Success00:02:04 – Beauty

In this special Tier 11 lab episode, Ralph Burns and John Moran pull back the curtain on a powerful new Meta ad tactic: the CAPI import strategy. Learn how to eliminate costly data duplication, master new customer acquisition cost (NCAC) tracking by individual SKU, and scale your Advantage+ campaigns using a two-ad-set system that blends testing and scaling. If you’re running Meta or Google Ads and want accurate reporting, optimized spend, and smarter campaign architecture, this is the episode to study.Whether you're a CMO managing complex eComm portfolios or a media buyer navigating messy data, this one's packed with Tier 11's real-time breakthroughs—tested with their own money before hitting client campaigns.Chapters:00:00:00 - Dive Into the Latest from Perpetual Traffic00:01:06 - Meet John Moran & the Game-Changing CAPI Import Shift00:02:19 - Killing Duplicate Data: The Key to Smarter Ad Spend00:04:09 - How Advantage+ and NAC Unlock Scalable Profits00:07:11 - Inside the Lab: Strategy Shakeups and Bold

Ralph Burns and Lauren Petrullo pull back the curtain on Meta’s latest Advantage+ transformation, powered by the underreported Andromeda algorithm. With Meta silently replacing manual campaign controls with full automation, the hosts dive into what this shift means for media buyers, business owners, and performance marketers. From breaking down Advantage+ Shopping's evolution to analyzing its strategic implications for ad spend and conversion optimization, Ralph and Lauren explain why understanding Meta’s AI is now mission-critical. If you're managing Meta ads in 2025, this episode is your wake-up call.Chapters:00:00:00 – Dive Into the Chaos: Welcome to the Professional Traffic Podcast00:01:33 – The Truth About Meta’s Advantage+ and the Stealthy Andromeda Rollout00:03:17 – Hot Takes: Our Raw Reactions to Meta’s Automated Future00:05:28 – Meta’s $65 Billion Bet on AI—What It Really Means for Advertisers00:07:42 – Tariffs, Tension & Traffic: Why It’s Time to Diversify Beyond Meta00:11:41 – Beyond the Big Tw

Ralph and Lauren sit down with Chris Martinez—founder of Bloom Partners and architect behind Agency Freedom Live—to expose what’s really wrong with the digital marketing agency space. With over a decade of experience, Chris shares hard-earned lessons on how bloated promises, shallow metrics, and lack of accountability are destroying agency reputations. If you're tired of BS and ready to scale your agency the right way—with real metrics and leadership that delivers—this episode is your roadmap. Discover how to stand out in a sea of scammers, earn client trust, and transform chaos into clarity.Chapters:00:00:00 – Kicking Off with Ralph & Lauren: You’re Not Gonna Want to Miss This One00:01:17 – Meet Chris Martinez: The Agency Leader Disrupting the Status Quo00:01:51 – Why Most Agencies Are Broken (And What Needs to Change Now)00:06:12 – The Numbers That Actually Matter If You Want to Scale Profitably00:11:58 – How to Stop Wearing Every Hat and Build a Real Team00:13:46 – Losing Clients? Here's What That Real

Ralph is joined by Lauren Schwartz, Head of Creative Strategy at Tier 11 and founder of The Loft 325, to dissect the pressing challenges facing beauty and wellness brands in 2025. From skyrocketing tariffs (up to 145%) to ever-tightening Meta ad restrictions, Lauren shares how smart brands are adapting—using compliant creative strategies that still drive conversions. You’ll hear how to future-proof your product messaging, the hidden costs every marketer should be aware of, and the exact tactics that Tier 11 uses to scale through chaos. Whether you’re running a 7-figure wellness brand or looking to enter the space, this episode delivers punchy, practical advice to keep your pipeline flowing despite the hurdles.Chapters:00:00:00 - Ralph Kicks Things Off: Welcome to the Wild World of Marketing00:00:24 - What’s Hot Right Now: Why This Series Matters More Than Ever00:01:26 - Tariff Shockwaves: How 145% Price Hikes Are Reshaping the Industry00:05:22 - Turning Pain into Profit: Creative That Wins in a Crisis00:08:57

Ralph Burns and John Moran, the Perpetual Traffic team unpacks the massive Meta ad platform changes now affecting marketers globally. As Advantage+ campaigns edge out manual controls, Ralph and John expose what’s really going on under the hood—and what advertisers must do to adapt. With over $1 million in ad spend analyzed from their proprietary “lab,” you’ll get front-row insight into how Tier 11 is pivoting for better ROI using an unnamed—but highly effective—CAPI-based custom event system. If you’re a business owner, CMO, or media buyer navigating Meta’s new limitations, this episode is your tactical guide to staying ahead of the curve in 2025.Chapters:00:00:00 – Why This Meta Update Will Change Everything You Thought You Knew00:00:58 – The Announcement That Shook Ad Agencies Worldwide00:03:08 – John Moran’s Million-Dollar Test Lab Drops Game-Changing Intel00:04:29 – The Secret Sauce: Merging Advantage+ with CAPI Like a Pro00:05:28 – Meta Just Moved the Goalposts — Here’s What That Means for Your Sales00:0

Ralph Burns welcomes Nick Miller, the Head of Traffic at Tier 11, to unpack the most important metric you’re probably not tracking—nCAC (New Cost to Acquire a Customer). A former professional musician turned media buying maestro, Nick walks us through the evolution of the nCAC calculator, the metric’s massive impact on client results, and why ROAS is no longer king. You’ll hear the behind-the-scenes of how Tier 11’s top media buyers use this tool to optimize spend, scale smarter, and avoid misleading metrics. If you want a better way to judge your ad performance—and a free tool to do it—this is the episode for you.Chapters:00:00:00 - Kicking Off Another High-Impact Episode of Perpetual Traffic00:01:10 - Meet Nick Miller: From Shredding Guitars to Scaling Brands00:02:09 - Why the nCAC Calculator Will Transform Your Growth Strategy00:03:48 - Breaking Free from ROAS: The Rise of Smarter Metrics00:06:01 - Inside the nCAC Calculator: Your New Secret Weapon00:11:41 - How to Actually Use the nCAC Calculator (Without

Meta’s at it again—major changes are rolling out inside the ad platform, and if you're not adapting, you're already behind. In this fast-paced episode, Ralph Burns and Lauren Petrullo rip into the new developments around Advantage+ campaigns on Meta. No fluff, no filler—just hard-hitting insights on how the new algorithmic shift affects advertisers differently depending on their vertical, budget, and approach.The duo breaks down what’s really changing inside Meta, why this isn’t just another temporary tweak, and how to adapt before it’s too late. Whether you manage multimillion-dollar campaigns or are just looking to optimize your ad spend, this is a tactical must-listen. Expect conversation on creative fatigue, campaign segmentation, broad targeting, and what "control" in Meta advertising actually means now.Chapters:00:00:00 – Kicking Things Off: What’s Really Happening Behind the Ads00:00:49 – Meta Drops a Bombshell—Here’s What You Need to Know00:02:18 – Is Advantage+ Your Friend or Foe? The Real Scoop Insi

Ralph and Lauren strip back the curtain on what it really takes to lead a high-growth business without losing your health in the process. From Ralph’s switch to veganism after two life-threatening heart events to Lauren’s obsession with Whoop and bio-tracking, they explore how personal wellness is the hidden lever behind sustainable business performance. You'll hear firsthand how metrics like HRV, sleep optimization, and even digital detoxes are giving these two agency founders a serious edge—and why ignoring your health could be your most expensive business mistake yet. If you're a data-driven leader ready to apply your marketing brain to your body, this episode is for you.Chapters:00:00:00 - Kicking Things Off: The Unfiltered Founder Energy00:01:11 - What’s Bugging Us (And Why You Might Relate)00:02:17 - Strapped In with Whoop: First Reactions from the Trenches00:04:14 - Data Dumped: When Too Much Insight Gets Overwhelming00:04:48 - From Wearable to Weapon: Turning Whoop into a Daily Edge00:06:12 - Real Tal

Ralph reunites with paid media creative expert Lauren Schwartz for Part 2 of their deep dive into what makes beauty brand creatives truly perform. Lauren, founder of The Loft 325, unpacks how her team leverages emerging trends—like food-inspired visuals and creator authenticity—to build content that doesn’t just look pretty, but sells. From Hailey Bieber’s strawberry face trend to Halloween-ready lash looks and Cinnamon Toast Crunch-inspired lip gloss campaigns, Lauren shares real-world strategies and creative psychology that drive ROI. If you're a growth-minded entrepreneur craving tangible takeaways on trend-driven, authentic marketing that doesn’t feel like an ad, this episode is your masterclass.Chapters:00:00:00 – Kicking Off with Ralph & Lauren: The Creative Duo Returns00:00:29 – Why Beauty Brands Are Breaking the Mold00:02:20 – Trends That Sell: What’s Hot (and Actually Works)00:05:25 – The Secret Sauce: Marrying Trends with Conversion-Driven Creative00:09:01 – Real Results: How Lily Lashes Nailed

Ralph and Lauren P. sit down with Tier 11’s Creative Director, Lauren Schwartz—formerly of The Loft 325—to unpack what truly drives high-performing ad creative in the premium beauty and wellness space. Drawing from years of experience and countless tests across major ad platforms, Lauren reveals why most brands are getting creative wrong and how to shift from “pretty” to “profitable.” From bridging the communication gap with design teams to using data to override subjective bias, this episode delivers actionable strategies to help CMOs, creative directors, and brand owners finally align aesthetics with ROI. If you’re ready to stop wasting ad spend and start scaling smart, this episode is your new playbook.Chapters:00:00:00 - Kicking Things Off: Welcome to Perpetual Traffic00:00:43 - Why Creative Is the Secret Weapon in Modern Marketing00:02:21 - Meet Lauren Schwartz: The Creative Brain Behind the Conversions00:04:42 - Cracking the Code on Creative Teams (Without Losing Your Mind)00:08:26 - “I Just Don’t Like

Ralph Burns unpacks a powerful case study from Tier 11’s vault that showcases how one beauty and wellness brand increased revenue by 57% and new customer acquisition by 73%—all without relying on TikTok or short-form content. Ralph dives into the exact creative strategies, ad structures, and conversion-optimized landing pages that drove the results, with an emphasis on the underutilized power of long-form video, Meta Ads, and segmentation by NAC and NAOV. If you're a DTC brand looking to scale profitably—especially in the beauty space—this episode is your blueprint.Chapters:00:00:00 - Ralph Kicks It Off: A Solo Session Worth Tuning Into00:00:37 - Inside the Case Study: Beauty Brand Transformation Begins00:01:06 - Numbers That Matter: 57% Sales Growth, 73% New Customers00:01:59 - Unlocking the Three Core Levers of Business Growth00:02:41 - New Customer Acquisition: Cracking the Code00:03:27 - Increasing Average Order Value (NAOV) with Smart Offers00:04:20 - Meet the Beauty Brand That’s Breaking the Mold00:05:0

Ralph and Lauren break down the immediate and long-term implications of the recently imposed tariffs—and what savvy marketers and business owners must do right now to stay ahead. From navigating rising costs of goods to uncovering massive ad spend inefficiencies (including a shocking $1.2 million in wasted budget), they share cutting-edge tactics for scaling during economic disruption. You’ll hear real-world client insights, why now might be a golden moment for ad buying, and how to tap into the “Warren Buffet mindset” when everyone else is pulling back. This episode is your playbook for profitable marketing during uncertainty.Chapters:00:00:00 - Kickoff: Inside the Minds Behind Perpetual Traffic00:00:32 - Tariffs Are Here: What It Means for Your Business Today00:03:16 - Winners and Losers: How Different Industries Are Getting Hit00:04:13 - Adapting Fast: Smart Marketing Moves When the Rules Change00:05:06 - Where Your Budget’s Bleeding—And How to Stop It00:09:29 - Chaos = Opportunity: Why Now’s the Time to B

Ralph Burns and Lauren Petrullo reconnect to unpack Lauren’s whirlwind tour through three of the biggest marketing events of the year: ShopTalk, South by Southwest (SXSW), and Podcast Evolution. From radically inconsistent product launches to Gen Z’s zero loyalty game, Lauren brings raw, in-the-room insights that challenge conventional playbooks. Discover how $200K vendor booths, haunted childhood bedrooms, and an invite-only Google quantum AI session all tie back to the future of customer experience and brand building. Whether you're scaling eComm or rethinking your retention funnel, this episode is packed with unexpected lessons, real-world tactics, and a few wild stories you won’t forget.Chapters:00:00:00 - Kicking Off Another Wild Ride on Perpetual Traffic00:00:26 - Did the Hosts Break Up? Ralph Spills the Tea00:01:16 - Lauren’s Back—with Ghosts, Nostalgia, and Chicago Vibes00:03:50 - Ghosts, Toe-Breaking Drawers, and Voodoo Blessings00:05:37 - The Conference Circuit Is No Joke (But It’s Hilarious)00:06:5

Ralph Burns shares a special guest appearance he made on the Affiliated Podcast with hosts Tom and Kyle. While Lauren was away traveling, Ralph dove into his personal journey from affiliate marketer to agency owner, offering valuable insights on scaling a business through strategic delegation. He breaks down how to stop doing everything yourself and instead focus on what you do best—echoing themes from “Who Not How” and “10x Is Easier Than 2x.” Whether you're a media buyer, business owner, or marketing exec, Ralph’s lessons on outsourcing, managing, and growing a digital business are must-hear takeaways from this cross-platform episode.Chapters:00:00:00 – Kicking Things Off: Ralph’s Quick Update on the PT Universe00:01:04 – Surprise Drop: Ralph Guests on a Must-Hear Interview00:04:23 – Meet the Hosts: Welcome to the Affiliated Podcast00:07:35 – Ralph’s Origin Story: From Affiliate Hustler to Ad Empire Builder00:14:43 – Media Buying Chaos: Real-World Struggles & Smart Fixes00:17:42 – Don’t Do It All: The P