Perpetual Traffic

Still guessing which ads are working? Let Tier 11 build the creative strategy and measurement system behind your Meta ads: https://www.tiereleven.com/apply-now Anyone can generate an AI ad in 30 seconds. So why does so much of it flop? Because AI can't tell you the dominant emotion your customer is carrying the first time they meet your brand. That emotion is the checkpoint every creative piece has to pass through.I sat down with Miranda Ivey, creative strategist at Tier 11, to walk through the messaging extraction process we run with every client. We cover why we have clients read "radio ads" out loud, how to bridge the gap between brand guidelines and the way customers actually talk, and how to stay creatively diverse enough for Andromeda. Miranda also shares the report we use to find winning ads. You'll leave with a repeatable way to turn emotion into ad concepts, plus a measurement system that goes beyond last-click conversions.  In this episode, you’ll learn:- The messaging extraction call that uncovers the emotional drivers - Why AI-generated ads fail without a clear customer emotion behind them- How "radio ads" help clients visualize pain points before production starts- What to do when brand guidelines clash with customers' resonance- How to build creative diversity for Meta's Andromeda algorithm- How to measure ad performance using the top 25% of spend by format- Tracking the right creative metrics- Measuring creative success rates beyond conversionsListen 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 Miranda Ivey:LinkedIn: https://www.linkedin.com/in/mirandaivey 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 

Everyone tells you to put a booking calendar at the end of your funnel. What if that's exactly where you're losing half your leads? For businesses that rely on a sales team to close high-ticket offers, generating the lead is not the end of the process. The handoff is where businesses lose or win the opportunity.Thomas Mcnaught is back to break down a client case study that flips conventional wisdom. Most of their spend goes to Meta lead forms, the format everyone calls low quality. Yet show rates jumped roughly 20% once setters started calling every lead. Plus, they're turning six-figure ad spend into seven-figure monthly revenue at roughly a 7X MER.We discuss the impact of speed to lead on conversion rates, why we let Meta run through the weekend, and the capacity problem that comes with scaling this well. If you fix the human part of your funnel, running winning ads gets easier. In This Episode:- How Meta lead forms work for high-ticket lead generation - Choosing between setter phone calls and calendar bookings- The difference between MQLs and SQLs in a sales-assisted business- Why the call booking calendar at the end of your funnel can kill show rate- How speed to lead affects conversion rates- The best times to schedule Meta and Google ads- How to manage sales team capacity and double-booked callsMentioned in the Episode:Partner with Tier 11’s marketing experts: http://tiereleven.com/apply Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite Previous Episodes with Thomas Mcnaught:https://perpetualtraffic.com/podcast/episode-804-bad-data-and-10-minute-video-ads-were-killing-this-account-heres-the-fix/ https://perpetualtraffic.com/podcast/episode-807-why-your-best-performing-ad-might-be-the-one-getting-zero-conversions/ 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-now 

Is your creative saying the same thing over and over? We can help you build a messaging strategy that scales your paid media. Talk to us at: https://www.tiereleven.com/applyYour creative team is producing more ads than ever. So why does every one of them say the same thing? Most brands skip the one step that decides what their creative actually says, and then pay for that mistake with every new dollar they spend.On today's show, I'm breaking down a real conversation with the VP of marketing at a $40 million disability benefits advocacy brand. They've had two agencies in two years, no messaging strategy, and 80% of their leads are from affiliates, mostly from just one.I’ll show you the five-step messaging engine we used to fix it, from extracting real customer language to building nine content pillars and reading every script aloud before production. If your ad account looks like 30 ads with one message, this episode shows how to restructure your messaging framework effectively. In this episode:- Why most brands skip the messaging step and go straight to ad production- The danger of relying on affiliates for most of your lead generation- Why paid traffic beats SEO and AEO for fast, predictable growth- How Meta Andromeda rewards distinct messages over ad variations- How to run a messaging extraction call with sales and customer service teams- How to build content pillars with emotional, functional, and authority layers- Why reading ad scripts aloud catches weak ideas before they cost you money- The 30-day timeline for launching a full creative diversification strategyMentioned in the Episode: Breakthrough Advertising by Eugene Schwartz: https://breakthroughadvertisingbook.com/breakthrough-advertising/ 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 Ralph Burns: LinkedIn - https://www.linkedin.com/in/ralphburns Instagram - https://www.instagram.com/ralphhburns/ Hire Tier11 - https://www.tiereleven.com/apply-now

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-now