Perpetual Traffic

• How To Tariff-Proof Your Beauty & Wellness Brand with Lauren Schwartz

  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 Marketing00:00:24 - What’s Hot Right Now: Why This Series Matters More Than Ever00:01:26 - Tariff Shockwaves: How 145% Price Hikes Are Reshaping the Industry00:05:22 - Turning Pain into Profit: Creative That Wins in a Crisis00:08:57 - Founder-Led Content: Raw, Real, and Ridiculously Effective00:19:05 - The Art of the Hold: Smart Retention Tactics That Actually Work00:23:31 - Wrap-Up: Big Takeaways and Why This Matters to Your Bottom LineLINKS AND RESOURCES:Scale Your Beauty Brand Without Wasted SpendACTUAL Data Driven CreativeGet Your nCAC Calculator Now!US-China Trade War Tariffs: An Up-to-Date ChartHow US tariffs would hit beautyTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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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  24:50
• How Meta Ads Are Changing Forever: Advantage+ & cAPI Subterfuge REVEALED!

  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 Knew00:00:58 – The Announcement That Shook Ad Agencies Worldwide00:03:08 – John Moran’s Million-Dollar Test Lab Drops Game-Changing Intel00:04:29 – The Secret Sauce: Merging Advantage+ with CAPI Like a Pro00:05:28 – Meta Just Moved the Goalposts — Here’s What That Means for Your Sales00:08:21 – If You're Still Running Ads the Old Way... You’re Already Losing00:09:03 – What 7-Figure Testing Reveals About Meta’s Algorithmic Shift00:11:05 – How AI + First-Party Data Are Quietly Rewriting the Rules of ROAS00:15:57 – This CAPI Tactic Could Be the Attribution Fix You’ve Been Begging For00:32:52 – Why Linear Data Flow Is Now the Backbone of Profitable Campaigns00:33:11 – Miss This Tracking Detail? Say Goodbye to Scaling Cleanly00:33:38 – The Disappearing Manual Button: What Meta Isn’t Telling You00:34:34 – The New Blueprint for Building Future-Proof Campaigns00:36:14 – Budget Allocation Tactics That Survive Meta’s Latest Chaos00:37:02 – Audience Strategy 3.0: Custom Signals That Cut Through the Noise00:51:07 – 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 AdviceLINKS AND RESOURCES:Episode 691: The MAJOR Meta Advantage+ Changes You Must KnowMeta Advantage + Breaking News! | Tier 11 Live! - EP037Get Your nCAC Calculator Now!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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

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  57:33
• How to Acquire New Customers Profitably Using The nCAC Calculator

  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 Traffic00:01:10 - Meet Nick Miller: From Shredding Guitars to Scaling Brands00:02:09 - Why the nCAC Calculator Will Transform Your Growth Strategy00:03:48 - Breaking Free from ROAS: The Rise of Smarter Metrics00:06:01 - Inside the nCAC Calculator: Your New Secret Weapon00:11:41 - How to Actually Use the nCAC Calculator (Without Guesswork)00:26:00 - Media Efficiency Ratio: The Overlooked Key to Profitability00:26:57 - Crunching the Numbers: Step-by-Step nCAC Calculation00:27:19 - How Paid Media Spend Impacts Your Bottom Line00:29:57 - Unlocking Growth Through Lifetime Contribution Margin00:30:54 - Why You Can’t Trust Ad Platforms at Face Value00:32:02 - Building a Retention Strategy That Fuels Lifetime Value00:32:51 - Scaling Smart: Where Profitability Meets Performance00:41:08 - Crafting the Perfect Traffic Mix and Targeting Your nCAC00:49:30 - Measuring Effective Cost Per New Visit (And Why It Matters)00:50:54 - Wrapping Up: Your Action Plan to Acquire Customers ProfitablyLINKS AND RESOURCES:Get Your nCAC Calculator Now!Past Episodes of Perpetual Traffic Featuring Nick MillerNick Miller on LinkedInEpisode 687: [Premium Beauty & Wellness Case Study] How We Increased New Customers 73% & Sales 57% in Q1 2025!Tier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks so much for joining us this week. Want to subscribe to Perpetual Traffic? Have some feedback you’d like to share? Connect with...

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  53:19
• The MAJOR Meta Advantage+ Changes You Must Know

  Meta’s at it again—major changes are rolling out inside the ad platform, and if you're not adapting, you're already behind. In this fast-paced episode, Ralph Burns and Lauren Petrullo rip into the new developments around Advantage+ campaigns on Meta. No fluff, no filler—just hard-hitting insights on how the new algorithmic shift affects advertisers differently depending on their vertical, budget, and approach.The duo breaks down what’s really changing inside Meta, why this isn’t just another temporary tweak, and how to adapt before it’s too late. Whether you manage multimillion-dollar campaigns or are just looking to optimize your ad spend, this is a tactical must-listen. Expect conversation on creative fatigue, campaign segmentation, broad targeting, and what "control" in Meta advertising actually means now.Chapters:00:00:00 – Kicking Things Off: What’s Really Happening Behind the Ads00:00:49 – Meta Drops a Bombshell—Here’s What You Need to Know00:02:18 – Is Advantage+ Your Friend or Foe? The Real Scoop Inside Ads Manager00:05:17 – What These Changes Actually Mean for Your Ad Strategy00:12:39 – Future-Proofing with Custom Conversions (Before It’s Too Late)00:19:13 – Your Move: What Smart Advertisers Should Do Right NowLINKS AND RESOURCES:Get Your nCAC Calculator Now!Maximize your campaign performance with AI.About Advantage+ sales campaignsTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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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  20:39
• Stop Burnout Now: 5 Simple Health Tips for Marketers

  Ralph and Lauren strip back the curtain on what it really takes to lead a high-growth business without losing your health in the process. From Ralph’s switch to veganism after two life-threatening heart events to Lauren’s obsession with Whoop and bio-tracking, they explore how personal wellness is the hidden lever behind sustainable business performance. You'll hear firsthand how metrics like HRV, sleep optimization, and even digital detoxes are giving these two agency founders a serious edge—and why ignoring your health could be your most expensive business mistake yet. If you're a data-driven leader ready to apply your marketing brain to your body, this episode is for you.Chapters:00:00:00 - Kicking Things Off: The Unfiltered Founder Energy00:01:11 - What’s Bugging Us (And Why You Might Relate)00:02:17 - Strapped In with Whoop: First Reactions from the Trenches00:04:14 - Data Dumped: When Too Much Insight Gets Overwhelming00:04:48 - From Wearable to Weapon: Turning Whoop into a Daily Edge00:06:12 - Real Talk: Sleep Habits, Fire Alarms, and Founder Fatigue00:09:12 - Let AI Run Your Health Like You Run Your Ads00:15:34 - Would We Still Recommend Whoop? The Verdict00:16:23 - Founder Fitness Tech: What’s Working and What’s Not00:17:28 - Why Ralph Went Vegan: The Wake-Up Call You Didn’t Expect00:18:31 - Food vs. Medicine: The Real ROI of Diet Change00:19:32 - Life After Cheese: Shocking Wins from a Vegan Shift00:21:49 - Health vs. Hustle: The New Balancing Act for Leaders00:24:55 - Ice Baths, Improv & Identity: Experiments in Optimization00:26:37 - Wrapping It Up: What’s Next and What’s ComingLINKS AND RESOURCES:Everything You Need to Know About Heart Rate Variability (HRV)How Not to Die: Discover the Foods Scientifically Proven to Prevent and Reverse DiseaseThe Game ChangersMealimeWhat The HealthTier 11 JobsPerpetual Traffic on YouTubeTiereleven.comMongoose MediaPerpetual Traffic SurveyPerpetual Traffic WebsiteFollow Perpetual Traffic on TwitterConnect with Lauren on Instagram and Connect with Ralph on LinkedInThanks 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...

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