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!

Mentioned in this episode:

Unbounce - Code PT10off

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!

Mentioned in this episode:

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 Traffic
• 00:01:06 - Meet John Moran & the Game-Changing CAPI Import Shift
• 00:02:19 - Killing Duplicate Data: The Key to Smarter Ad Spend
• 00:04:09 - How Advantage+ and NAC Unlock Scalable Profits
• 00:07:11 - Inside the Lab: Strategy Shakeups and Bold Rebrands
• 00:09:22 - Real Ad Results: Behind-the-Scenes of a Meta Campaign Makeover
• 00:22:04 - Breaking Down Meta’s New Campaign Framework
• 00:34:19 - Creative Testing: What’s Actually Working Right Now
• 00:34:57 - Perry Belcher's Email Playbook That Still Prints Money
• 00:35:39 - The Secret Sauce: Layering Strategies for Maximum Impact
• 00:36:00 - Your Weekly Traffic Fix + Hot Seat Q&A Begins
• 00:37:30 - How to Capture Distressed Seller Leads (The Smart Way)
• 00:41:54 - Unlocking the Power of the Feeder Strategy
• 00:43:35 - Winning in High CPC Markets Without Burning Cash
• 00:46:16 - How Small Brands Can Dominate with Feeder & Meta
• 00:49:58 - YouTube Meets Demand Gen: The Feeder Funnel 2.0
• 00:58:51 - Cracking the Code on Standard Shopping Optimization
• 01:02:18 - Wrap-Up: Big Takeaways & What's Coming Next

LINKS AND RESOURCES:

• About deduplication for Meta Pixel and Conversions API events
• Matt Apps - Executive Producer
• The MAJOR Meta Advantage+ Changes You Must Know
• The Billionaires Club
• 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...