9.7X MER in 2 Months: Meta Advantage+ Case Study Pt. 2
Perpetual Traffic
Tier 11
4.8 • 849 Ratings
🗓️ 27 June 2025
⏱️ 45 minutes
🧾️ Download transcript
Summary
Ralph and John return to the "performance kitchen" to unpack a radical shift in digital advertising strategy. Discover why ungated webinar content, pre-click education, and native storytelling inside ad sets are outperforming traditional funnel tactics. John breaks down how a $120 glove brand scaled with a sub-$20 CPA—without touching the campaign for over a month—and why Meta's Andromeda update is forcing advertisers to master content, not just structure. If you're still gating your best material, you're already behind. This is the future of Meta ads—and it starts with feeding the feed, not the funnel.
Chapters:
- 00:00:00 - Inside the Perpetual Traffic Machine
- 00:00:09 - What’s Cooking in the Ad Lab Today
- 00:00:38 - Why One Ad Style Won’t Cut It
- 00:01:26 - Meta’s AI Is Now Selling for You
- 00:02:28 - Your New Ad Grid Game Plan
- 00:04:37 - Welcome to the Performance Kitchen
- 00:06:09 - Andromeda Changed Everything—Here’s How
- 00:10:21 - This Glove Ad Crushed It
- 00:17:34 - Pre-Click Education = More Conversions
- 00:19:51 - Turn Old Content into Ad Gold
- 00:21:16 - Gated Content Is Killing Your Ads
- 00:23:34 - Ads That Educate, Ads That Convert
- 00:29:53 - Do Media Buyers Still Matter?
- 00:32:58 - Scale Smart: One Campaign, No Tweaks
- 00:39:33 - What’s Next in the Ad Evolution?
LINKS AND RESOURCES:
- 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!
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Transcript
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| 0:00.0 | I've spent over a decade in the trenches of marketing attribution, tracking over $5 billion |
| 0:06.3 | in ad spend and over $10 billion in revenue. |
| 0:10.1 | And here's the truth. |
| 0:11.7 | Most marketers are overwhelmed, second-guessing every decision, drowning in data, because |
| 0:17.3 | no one taught them to use attribution the right way. |
| 0:21.7 | That's why I built the Five Forces, a proven system to give you clarity, confidence, and direction to use attribution data with a system. |
| 0:31.8 | Right now, perpetual traffic listeners can get $800 off the Five Forces course and system over at Five Forces.com. |
| 0:40.3 | Just use the code PT. |
| 0:42.5 | You don't need more tools. |
| 0:44.7 | You need a system. |
| 0:46.0 | Go to Five Forces.com and get the system. |
| 0:49.5 | Use code PT to save $800 today. |
| 0:53.2 | Hello and welcome to the Perpetual Traffic Podcast. |
| 0:55.6 | This is your host, Ralph Burns, founder, and CEO of Tier 11. |
| 0:59.4 | Flying solo here today, but today we're rebroadcasting a formerly known as Tier 11 live. |
| 1:07.4 | Now it's called the Ad Lab every Friday, 2.30 p.m. Eastern over on the Tier 11 channel. |
| 1:13.6 | That's Tier 11.com forward slash YouTube. You can check these out. It's myself and John going through the latest in advertising traffic. |
| 1:22.6 | And today's show particularly is about a test that we started about three weeks ago and we talk about |
| 1:30.3 | the importance of diversity of creative and I'm going to show a screen share here just for a |
| 1:37.3 | second because I think this is super important and sort of run you through this a bit because |
| 1:43.3 | we're now seeing this diversification |
| 1:47.0 | of creative as one of the most important things when it comes to running paid ads these days. |
... |
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