[INSANE Case Study] How to Spend LESS & Make MORE on Meta & Google

Ralph and John dig into a case study that flips conventional marketing on its head, showing how rethinking ad spend can drive unexpected results. They explore why focusing on Media Efficiency Ratio (MER) instead of ROAS can uncover hidden opportunities for growth. Through examples and real-time analysis, they reveal strategies for reallocating budgets, cutting unnecessary costs, and achieving better outcomes. Along the way, they take live questions and break down how metrics can reshape business decisions. It’s a session packed with lessons that challenge the status quo and offer a fresh perspective on smarter marketing.Chapters00:00:00 - Welcome to the Marketing Jungle: Ralph and John Unleashed00:00:49 - The Case Study So Wild It’s Practically Fiction00:02:05 - Doing the Opposite: When Counterintuitive is Just Intuitive00:03:36 - ROAS vs. Reality: The Brand Campaign Smackdown00:05:52 - MER Explained: Or Why ROAS is Crying in a Corner00:08:20 - Results So Good You’ll Wonder If We’re Making Them Up00:10:50 - ROAS Walks into a Bar. MER Kicks It Out.00:13:00 - When Saving $7K Feels Better Than Finding $20 in Your Jeans00:15:30 - $425,000 Later: Did Google Ads Just Buy Itself Dinner?00:18:05 - Tracking the Truth: Wicked Reports and Google Play Detective00:20:45 - Why Your Ad Agency’s Yacht Might Be Your Biggest Expense00:25:10 - Margins vs. Metrics: A Fight as Old as Time, But With Spreadsheets00:28:00 - Turning Ad Budgets into Revenue: Step One, Don’t Panic00:30:00 - Final Marketing Lessons: Indicators, Sanity, and Why You Shouldn’t Chase ROAS00:32:13 - Live Q&A: Your Questions, Our Strategy Confessions00:33:12 - Shopping Ad Secrets: Turning Standard into Stellar00:34:24 - Remarketing: When Stalking Your Customers Pays Off00:35:57 - Demand Gen or Demand "Gen-uinely Confused"?00:37:51 - Video Action Campaigns: Clickbait With a Purpose00:38:48 - Gmail Ads: Google’s Expensive Postcards Nobody Reads00:41:44 - Performance Max: Where Traffic Metrics Go to Party00:45:52 - Feeder Strategies That’ll Make You Feel Like a Marketing Chef00:51:33 - Competitive Metrics and Why Lead Gen Feels Like a Marathon00:57:06 - Wrapping Up: The Last Bits of Genius Before You Hit ReplayLINKS AND RESOURCES:Tier 11 on YouTubeGet Your Marketing Performance Indicators™ Checklist 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...

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Perpetual Traffic is a twice weekly podcast that shares cutting-edge strategies on acquiring leads and sales for your business. The show is produced by Tier 11 and hosted by Ralph Burns and Lauren Petrullo. Traffic is the act of putting your product, service, or message in front of your target audience…it’s the act of acquiring customers online while also building goodwill, and is the lifeline of any business. So, whether you’re a media buyer yet to create your first Facebook or Instagram ad, a Director of Marketing or CMO managing a team of marketing specialists, or a CEO growing your business on your own, you’ll discover actionable strategies that can be applied today. Perpetual Traffic combines the traffic strategies developed at Tier 11 with the real-life agency experience of the hosts. Listen to real stories of business owners and marketing executives just like you how they overcame struggles with digital marketing and online advertising. Learn how to make Facebook advertising, Instagram advertising, YouTube advertising, Twitter advertising, Google AdWords advertising, LinkedIn advertising, (and more) work for your business.