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...

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 Podcast
• 00:01:33 – The Truth About Meta’s Advantage+ and the Stealthy Andromeda Rollout
• 00:03:17 – Hot Takes: Our Raw Reactions to Meta’s Automated Future
• 00:05:28 – Meta’s $65 Billion Bet on AI—What It Really Means for Advertisers
• 00:07:42 – Tariffs, Tension & Traffic: Why It’s Time to Diversify Beyond Meta
• 00:11:41 – Beyond the Big Two: Alternative Ad Networks You Shouldn’t Ignore
• 00:17:30 – Snapchat Isn’t Dead: Surprising Wins and What the Data Shows
• 00:19:23 – TikTok’s Rise and the Platforms Quietly Dominating the Feed
• 00:21:00 – Dollars and Downloads: The Platforms Driving Real Economic Growth
• 00:21:09 – Threads is Blowing Up—Here’s What That Means for Marketers
• 00:22:03 – Personalized Ads That Don’t Suck: Cracking the Relevance Code
• 00:23:06 – Wait, Did We Just Say PornHub? The Untapped Traffic Opportunity
• 00:24:15 – Can Threads Deliver Ad Results? Here’s the Smart Way to Find Out
• 00:25:25 – TikTok’s Secret Superpower: B2B Lead Gen Done Right
• 00:30:02 – Lead Quality Over Quantity: How to Actually Score Buyers
• 00:31:07 – Mic Drop: Final Thoughts, Must-Know Takeaways, and Show Notes

LINKS AND RESOURCES:

• Meta Andromeda: Supercharging Advantage+ automation with the next-gen personalized ads retrieval engine
• Meta to spend $65B on AI in 2025, Zuckerberg says
• Episode 693: How Meta Ads Are Changing Forever: Advantage+ & cAPI Subterfuge REVEALED!
• Episode 691: The MAJOR Meta Advantage+ Changes You Must Know
• Episode 660: 3 Astonishing New Features on TikTok You Didn’t Know About…Until Now
• Episode 629: (Part 2)How to Use TikTok Ads The Right Way to Grow Your Business
• Episode 627: How to Use TikTok Ads The Right Way to Grow Your Business
• Get Your nCAC Calculator Now!
• Tier 11 Jobs
• Perpetual...

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 One
• 00:01:17 – Meet Chris Martinez: The Agency Leader Disrupting the Status Quo
• 00:01:51 – Why Most Agencies Are Broken (And What Needs to Change Now)
• 00:06:12 – The Numbers That Actually Matter If You Want to Scale Profitably
• 00:11:58 – How to Stop Wearing Every Hat and Build a Real Team
• 00:13:46 – Losing Clients? Here's What That Really Says About Your Agency
• 00:17:57 – When Emotions Hijack Business: How to Lead with Data and Discipline
• 00:18:48 – The Brutal Truth About Underperformers on Your Team
• 00:20:24 – Don’t Skip This: The Power of Job Clarity and Measurable KPIs
• 00:21:12 – Want Accountability? It Starts at the Top (Yes, That Means You)
• 00:24:02 – Your Clients Aren’t Off the Hook: How to Hold Them Accountable Too
• 00:26:39 – How to Audit Your Business and Set Profit-Driven Goals
• 00:30:27 – Limited-Time Offer: How to Get Exclusive Access to Agency Freedom Live
• 00:33:42 – Final Mic Drop: What It Really Takes to Build a Scalable, Respected Agency

LINKS AND RESOURCES:

• Agency Freedom Live
• CALLING ALL 7-Figure MARKETING AGENCY OWNERS...
• BLOOM
• 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!

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 Marketing
• 00:00:24 - What’s Hot Right Now: Why This Series Matters More Than Ever
• 00:01:26 - Tariff Shockwaves: How 145% Price Hikes Are Reshaping the Industry
• 00:05:22 - Turning Pain into Profit: Creative That Wins in a Crisis
• 00:08:57 - Founder-Led Content: Raw, Real, and Ridiculously Effective
• 00:19:05 - The Art of the Hold: Smart Retention Tactics That Actually Work
• 00:23:31 - Wrap-Up: Big Takeaways and Why This Matters to Your Bottom Line

LINKS AND RESOURCES:

• Scale Your Beauty Brand Without Wasted Spend
• ACTUAL Data Driven Creative
• Get Your nCAC Calculator Now!
• US-China Trade War Tariffs: An Up-to-Date Chart
• How US tariffs would hit beauty
• 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 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 Knew
• 00:00:58 – The Announcement That Shook Ad Agencies Worldwide
• 00:03:08 – John Moran’s Million-Dollar Test Lab Drops Game-Changing Intel
• 00:04:29 – The Secret Sauce: Merging Advantage+ with CAPI Like a Pro
• 00:05:28 – Meta Just Moved the Goalposts — Here’s What That Means for Your Sales
• 00:08:21 – If You're Still Running Ads the Old Way... You’re Already Losing
• 00:09:03 – What 7-Figure Testing Reveals About Meta’s Algorithmic Shift
• 00:11:05 – How AI + First-Party Data Are Quietly Rewriting the Rules of ROAS
• 00:15:57 – This CAPI Tactic Could Be the Attribution Fix You’ve Been Begging For
• 00:32:52 – Why Linear Data Flow Is Now the Backbone of Profitable Campaigns
• 00:33:11 – Miss This Tracking Detail? Say Goodbye to Scaling Cleanly
• 00:33:38 – The Disappearing Manual Button: What Meta Isn’t Telling You
• 00:34:34 – The New Blueprint for Building Future-Proof Campaigns
• 00:36:14 – Budget Allocation Tactics That Survive Meta’s Latest Chaos
• 00:37:02 – Audience Strategy 3.0: Custom Signals That Cut Through the Noise
• 00:51:07 – What Real Creative Testing Looks Like (Hint: It’s Not What You Think)
• 00:53:35 – Final Fire: Live Q&A, Rapid Tactics, and Ralph’s No-BS Advice

LINKS AND RESOURCES:

• Episode 691: The MAJOR Meta Advantage+ Changes You Must Know
• Meta Advantage + Breaking News! | Tier 11 Live! - EP037
• 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

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 Traffic
• 00:01:10 - Meet Nick Miller: From Shredding Guitars to Scaling Brands
• 00:02:09 - Why the nCAC Calculator Will Transform Your Growth Strategy
• 00:03:48 - Breaking Free from ROAS: The Rise of Smarter Metrics
• 00:06:01 - Inside the nCAC Calculator: Your New Secret Weapon
• 00:11:41 - How to Actually Use the nCAC Calculator (Without Guesswork)
• 00:26:00 - Media Efficiency Ratio: The Overlooked Key to Profitability
• 00:26:57 - Crunching the Numbers: Step-by-Step nCAC Calculation
• 00:27:19 - How Paid Media Spend Impacts Your Bottom Line
• 00:29:57 - Unlocking Growth Through Lifetime Contribution Margin
• 00:30:54 - Why You Can’t Trust Ad Platforms at Face Value
• 00:32:02 - Building a Retention Strategy That Fuels Lifetime Value
• 00:32:51 - Scaling Smart: Where Profitability Meets Performance
• 00:41:08 - Crafting the Perfect Traffic Mix and Targeting Your nCAC
• 00:49:30 - Measuring Effective Cost Per New Visit (And Why It Matters)
• 00:50:54 - Wrapping Up: Your Action Plan to Acquire Customers Profitably

LINKS AND RESOURCES:

• Get Your nCAC Calculator Now!
• Past Episodes of Perpetual Traffic Featuring Nick Miller
• Nick Miller on LinkedIn
• Episode 687: [Premium Beauty & Wellness Case Study] How We Increased New Customers 73% & Sales 57% in Q1 2025!
• 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...