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!

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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:

• Video Case Story
• Connect with Ian on LinkedIn
• YouTube: Video Case Story
• Tier 11 on YouTube
• Get Your Marketing Performance Indicators™ Checklist Now!
• 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!

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:

• Video Case Story
• Connect with Ian on LinkedIn
• YouTube: Video Case Story
• Tier 11 on YouTube
• Get Your Marketing Performance Indicators™ Checklist Now!
• 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...

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:

• 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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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 & Lauren
• 00:00:35 - Lauren Goes Bowling… On-Air
• 00:01:29 - Behind Closed Doors: Congress Talks AI
• 00:02:24 - Meta Drops $65B on AI
• 00:02:48 - AI That Actually Knows You
• 00:05:00 - When Meta Becomes Your Therapist
• 00:05:37 - Hacking Personal Growth with AI
• 00:13:38 - Inside Meta’s AI App Secrets
• 00:17:24 - Writing Prompts That Get Results
• 00:29:44 - AI Meets Ads Manager: What’s Coming
• 00:30:04 - Wrap-Up + What's Next on PT

LINKS AND RESOURCES:

• Llama 4: Leading intelligence.
• Meta 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!

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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 Vault
• 00:01:31 - Why Bad Tracking Kills Great Marketing
• 00:02:58 - Meta's Bold AI Vision (and Why It Matters)
• 00:04:47 - The Data Black Hole of Flexible Ads
• 00:06:53 - From Pixels to Prediction: How Ad Networks Evolved
• 00:10:57 - Your Official Invite to the 3-Part Tracking Overhaul
• 00:14:28 - How to Set Up Tracking Without Breaking Your Brain
• 00:15:53 - Which Data Source Should You Actually Trust?
• 00:15:59 - The Truth About Pixel vs. Dataset IDs
• 00:17:04 - Don’t Just Place Events—Place Them with Purpose
• 00:17:27 - Next-Level Pixel Installs (That Don’t Break Your Site)
• 00:23:44 - What Your EMQ Score Is Really Telling Meta
• 00:25:05 - The Showdown: Browser Events vs. CAPI
• 00:28:48 - Fix Your Errors Before They Cost You More
• 00:30:01 - Wrapping Up... and What’s Coming Next

LINKS AND RESOURCES:

• About standard and custom website events
• Specifications for Meta Pixel standard events
• About the flexible ad format
• Get Your nCAC Calculator Now!
• 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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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 Series
• 00:00:29 - Why Beauty Brands Need This Now
• 00:00:55 - Creative: Your Brand’s Secret Weapon
• 00:02:23 - What Clients Get Wrong (and Right)
• 00:03:56 - The Formula Behind Winning Creatives
• 00:07:05 - Is Your Brand Speaking Consistently?
• 00:10:29 - Where Social + Paid Ads Fall Apart
• 00:21:00 - Inventory Meets Identity: Your Hidden Advantage
• 00:21:37 - How to Fix Your Creative Library
• 00:22:39 - Are Your Ads and Socials Aligned?
• 00:25:24 - Mobile First? Or Mobile Failing?
• 00:28:05 - Where Your Ad Strategy is Leaking Money
• 00:31:14 - Find the Frizz: Pain Points That Convert
• 00:36:27 - Don’t Just Sell — Stand Out
• 00:39:46 - Final Takeaways to Win With Creative

LINKS AND RESOURCES:

• ACTUAL Data Driven Creative
• Scale Your Beauty Brand Without Wasted Spend
• OCOA Beauty
• OCOA Beauty on Instagram
• 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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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 Mindset
• 00:00:46 – Meet the Creative Powerhouse Behind the Beauty Scaling Breakthrough
• 00:01:09 – Why Creative Isn’t Just Important—It’s the Core of Media Buying Success
• 00:02:04 – Beauty Brands Are Struggling… Here’s What They’re Doing Wrong
• 00:05:42 – How One Beauty Brand Went from 'Pretty' to Profitable
• 00:07:54 – Are Your Ads Speaking to Real Pain Points or Just Looking Cute?
• 00:17:53 – Cracking the Code for Curly Hair: One Creative Doesn’t Fit All
• 00:20:34 – Want Better Ads? Start by Knowing What Your Customer Hates
• 00:21:25 – Stop Guessing—Here’s How Winning Creatives Actually Evolve
• 00:22:40 – The Creator Choice That Can Make or Break Your Brand’s Trust
• 00:24:04 – Before & After That Converts: The Secret to Visual Storytelling
• 00:26:08 – Text Overlays & Proof: The Subtle Art of Scrolling-Stopping Credibility
• 00:33:17 – If Your Website Doesn’t Convert, Your Ads Are Wasted—Here’s the Fix
• 00:37:26 – Wrap Up: What This Case Study Reveals About Scaling Smart in 2025

LINKS AND RESOURCES:

• ACTUAL Data Driven Creative
• Scale Your Beauty Brand Without Wasted Spend
• Bellissima
• 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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