Perpetual Traffic

Helping marketing directors and CMOs master paid traffic and conversions!

Author: Tier 11

Perpetual Traffic is a weekly podcast for CMOs, marketing directors, and business owners who want to master paid advertising, scale their businesses profitably and stay one step ahead of the shifting paid advertising landscape of today. Hosted by Ralph Burns (CEO of Tier 11, managing 200M in ad spend), the show covers digital marketing strategy, paid traffic optimization, and performance marketing, featuring expert interviews, case studies, and actionable campaign breakdowns. If youre tired of wasting ad spend on campaigns that dont convert, struggling to prove marketing ROI to executives, or overwhelmed by constantly changing platform algorithms and marketing tactics that promise results but deliver disappointment youre in the right place. This show will give you the proven strategies from agencies managing millions in ad spend, behind-the-scenes campaign optimizations that actually work, and expert insights on marketing metrics that matter for real business growth. From Meta Ads and Google optimization to landing page conversion tactics and marketing attribution, each episode delivers actionable strategies you can implement immediately to improve your ROAS and scale your marketing efforts. Get all the free episode resources at perpetualtraffic.com 13 million downloads 700 episodes Weekly since 2015
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Language: en

Genres: Business, Entrepreneurship, Marketing

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Why Your Best-Performing Ad Might Be the One Getting Zero Conversions
Episode 807
Tuesday, 15 September, 2026

Your top-of-funnel ads might be driving more of your conversions than you realize. Let us audit your account and show you what's really working. Talk to us at: https://www.tiereleven.com/apply You can't just look at your top-converting ad and call it a day anymore. That ad probably isn't doing what you think it's doing. So if you've been asking "which ad is actually working," you're asking the wrong question, and it's costing you.Thomas Mcnaught joins me again to break down how Meta's Andromeda update has completely rewritten the rules of creative performance. We get into how creative diversification has replaced targeting, how hook rate, hold rate, and watch time reveal the real story behind your results, and why switching off an ad with zero last-click conversions is a bad decision.We also get into why leaving ads untouched for three to four weeks beats constant tinkering, and how AI-generated creative has produced some of the best-performing ads we've seen. If you manage or outsource Meta ad spend, this episode will change how you read your reports.In This Episode:- Why hook rate and hold rate matter more than last-click conversions- How Meta Andromeda shifted targeting from audiences to creative- Why letting ads run untouched for weeks outperforms constant optimization- How to identify assisting ads that quietly drive conversions- The role of creative diversification in lowering CPMs- What the "hits" metric reveals about top-performing creative- Why image ads often get the credit that videos actually earned- Why optimizing for lead quality beats optimizing for lead volume- How to build a monthly creative performance report Mentioned in the Episode: Watch the Previous Episode with Thomas Mcnaught: https://www.youtube.com/watch?v=AMixZJvJvCY Join Ralph Burns and John Moran every Friday for The Ad Lab Live: https://www.youtube.com/@Tier11/streams 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=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Connect with Thomas Mcnaught:Website: https://www.thomasmcnaught.com/ Connect with Ralph Burns: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-nowMentioned in this episode:https://perpetualtraffic.com/advertise-with-us/