5 Missed Forecasts. Then One Budget Shift. Then 4 Straight Hits.

Perpetual Traffic

Tier 11

Entrepreneurship, Business, Marketing

4.7 • 867 Ratings

🗓️ 14 April 2026

⏱️ 54 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Are you scaling ad spend but getting worse results? If your ROAS looks amazing while your growth stalls, you might be optimizing for the wrong thing, and it’s costing you more than you think.

In this episode, I sit down with Scott Desgrosseilliers from Wicked Reports to break down one of the best case studies we’ve ever run at Tier 11. After five consecutive missed forecasts, we made a bold move and achieved incredible results.

We cut over 90% of Amazon spend and reallocated the budget to top-of-funnel channels. The result? Four straight quarters of growth, lower customer acquisition costs, and a massive increase in MER.

We show you how we used multi-touch attribution, incrementality testing, and creative strategy to drive real business outcomes. If you’ve ever questioned whether your “best” channels are holding you back, this case study will help rethink and optimize your ad budget allocation.

In This Episode:

- Case study: Five missed forecasts and rising CAC

- Meta’s recycling loop explained

- AOV and LTV of premium products

- Why Google’s nCAC is misleading

- Decoding direct traffic on Google

- Incrementality testing of Amazon and Google

- Results of cutting Amazon spend by 91%

- Analyzing the risks of budget reallocation

- Scaling the top funnel mix

- Wicked Reports breakdown

- Organic lift and MER from paid ads

- Action steps for brands

Mentioned in the Episode:

Partner with Tier 11’s Marketing Experts: https://www.tiereleven.com/apply

Tier 11’s Data Suite https://www.tiereleven.com/what-we-do/data-suite

Watch the Episode on YouTube: https://perpetualtraffic.com/youtube

Listen to This Episode on Your Favorite Podcast Channel:

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https://open.spotify.com/show/59lhtIWHw1XXsRmT5HBAuK

Subscribe and watch on YouTube:

https://www.youtube.com/@perpetual_traffic?sub_confirmation=1

We Appreciate Your Support!

Visit our website: https://perpetualtraffic.com/

Connect with Scott Desgrosseilliers:

Website - https://www.wickedreports.com/

LinkedIn - https://www.linkedin.com/in/scottd71/

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

Mentioned in this episode:

https://perpetualtraffic.com/advertise-with-us/

Transcript

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0:00.0	Hey, real quick, before we dive in, if you've got a brand or marketing tool that marketers
0:04.2	need to know about, sponsor the show here at Perpetual Traffic. Perpetual Traffic puts you in front
0:09.9	of thousands of seasoned marketers, CMOs, and agency owners. So head on over to Perpetualtrapic
0:15.4	com to apply to be a sponsor of this show. People are searching for your brand. If you don't
0:20.6	show up at the top every time, your competitors are going to grab them.
0:23.9	Now, in theory, that's an easy thing to understand.
0:26.1	That's driven a ton of spend on brand across many brands that we see.
0:30.3	But that, as this case study is going to prove, that's not always true.
0:33.9	This is the biggest challenge with brands right now that have a performance marketing mindset.
0:40.3	If you have an impression without a click, how do you read into your secondary metrics to know that you're going to make the right decisions to shift, allocate, spend from the bottom of funnel channels to the top of funnel channels?
0:53.3	They had a real problem,
0:54.8	and they had five consecutive missed forecasts before starting working with us. Here's visually
1:00.3	representing what we did. You're listening to perpetual traffic. Hey, real quick, if you're
1:08.5	looking to get your brand in front of gross-minded marketers,
1:11.2	CMOs, directors of marketing and agency owners, we're opening up our sponsorship spots for
1:15.8	Q1 and Q2.
1:17.8	Get in front of a quarter of a million marketers every single month at perpetual traffic.
1:23.6	All you have to do is head on over to perpetual traffic.com for the details or check out the link in the show notes to apply.
1:29.3	Hello and welcome to the perpetual traffic podcast.
1:32.6	This is your host, Ralph Burns, founder and CEO of Tier 11.
1:36.8	And today we have a special guest.
1:40.4	And this time, I guarantee you, I'm going to pronounce his name correctly.
	...

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