How We Turned $6K Into $100K Revenue in 2 Days

Perpetual Traffic

Tier 11

Marketing, Business, Entrepreneurship

4.8 • 849 Ratings

🗓️ 19 August 2025

⏱️ 43 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

Why do some ad campaigns crush it while others flop, even with the same budget? It all comes down to metrics and strategy. Let’s get the first part out of the way.

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In today’s episode, we share a client story where more than $10,000 went up in smoke on a webinar that didn’t convert, and how a simple shift in strategy turned everything around.

Lauren explains how her team builds strategy documents that keep everyone aligned and how knowing your numbers and setting the right goals can change everything. We also get into the real differences between subscribers, leads, and sales-qualified leads, and why so many businesses set themselves up for frustration by mixing them up.

If you’re planning a webinar launch or any infoproduct, setting ad budgets, or just trying to figure out where to put your next marketing dollar, you need the right strategy to achieve your goals. Listen in as we share the wins, the lessons, and the strategies that can help you turn ad spend into predictable growth.

In This Episode:

- Why strategy is critical for achieving marketing goals

- Mongoose’s strategy documents for the post-hire process

- Example of revenue vs sales and marketing goals

- The structure and content of the strategy doc

- Pixel strategy for Meta and monitoring the campaign performance

- Why Meta is better than Google for selling webinars

- Budget allocation strategy for awareness, conversions, and lead generation

- Email/SMS integration into the paid ads strategy

- Final thoughts on the strategy success formula: goal, budget, and target

Listen to This Episode on Your Favourite Podcast Channel:

Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

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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 Ralph Burns:

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

Instagram - https://www.instagram.com/ralphhburns/

Hire Tier11 - https://www.tiereleven.com/apply-now

Connect with Lauren Petrullo:

Instagram - https://www.instagram.com/laurenepetrullo/

LinkedIn -

Transcript

Click on a timestamp to play from that location

0:00.0	This client had spent like 10 to 15, so almost $12,000 in ad spend for a webinar that didn't convert it all.
0:05.5	Now, we were able to do an add in additional qualifications.
0:09.5	You've got a strategy document that you and your team use that goes through all this.
0:14.6	Info products is where people think of an assume of webinars.
0:17.3	This works for service-based businesses, but the ultimate goal, what will make
0:21.0	this webinar successful is if we're listening to Perpetual Traffic.
0:28.4	Hello and welcome to the Perpetual Traffic podcast. This is your host, Ralph Burns, founder
0:32.7	and CEO of Tier 11, alongside my amazing co-host.
0:40.0	Lauren E. Petrullo, the founder of Mongo's Media. I'm glad to join us here today. And today's show, it's going to be a quick one.
0:44.2	The thing we have not talked about here on this show, and it's always something that is an
0:50.3	undercurrent of everything that we do, or it's either an undercurrent or it's like the top-down
0:55.8	thing that we use in order to create and do the stuff that we do.
1:00.9	Yep.
1:01.6	If that makes any sense whatsoever.
1:03.5	But what we're talking about here is strategy.
1:07.7	And whenever I explain to somebody what we do at 2 or 11, I use the conversion engine, which is traffic
1:14.8	creative after the click, all surrounded by data. But the oil in that engine is this thing called
1:21.6	strategy. And it came up last night. I was at a fundraising event. We talked about it pre-record here today.
1:30.9	And strategy is the thing. And it's not necessarily buying media. It's not necessarily Facebook ads or Google ads or whatever after the click, email, SMS, chatbots. Those are all tools that enable the strategy to happen because
1:47.8	the strategy is dictated primarily by the goal. Are you following what I'm saying here,
1:53.0	Lauren, E. Petrulo, MBA.
1:55.2	Emoji blonde on a laptop, Lauren Epochoole. That's the one that I'm talking about. Exactly.
	...

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