Perpetual Traffic

Scale your business with the metrics that matter, not fabricated, self-serving marketing tactics.
Partner with our team: https://www.tiereleven.com/apply

Are you getting the results you expect from your agency? Or is your marketing just vanity metrics? Too often, businesses spend thousands of dollars without understanding whether their marketing is truly driving revenue. In today’s episode, we get into why performance marketing should focus on what matters most: the impact on your bottom line.

We break down the issues we’re seeing in the agency space, including a shocking example of a business spending $30-40K a month without any measurable results, all because their agency failed to focus on tracking what actually moves the needle. But it’s not just about hiring agencies but also about how to hold your team accountable.

We’ll share some tips to help you recognize if your agency is really performing or just reporting numbers that look good on paper. You’ll gain a better understanding of what to look for in your agency relationships, what metrics to monitor, and how to make smarter marketing decisions.

In This Episode:
- Vanity metrics vs. real performance
- When should you hire an agency vs. in-house contractors?
- The financial cost of hiring a marketing agency
- Determining the type of agency your business needs
- Dealing with inaccurate agency reports
- Key metrics to measure marketing performance
- What should your agency’s dashboard show?

Mentioned in the Episode:
Stop guessing. Get the blueprint to scale: https://www.tiereleven.com/audit
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Tier 11’s Marketing Performance Indicators (MPI) Checklist: https://www.tiereleven.com/marketing-performance-indicators
Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
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/
Follow us on X: https://x.com/perpetualtraf

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 - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/
Mentioned in this episode:
https://www.NEXTInsurance.com/perpetual
https://www.tiereleven.com/audit
https://www.tiereleven.com/audit
https://www.tiereleven.com/audit

Partner with our Meta ads experts: https://www.tiereleven.com/apply
Are your ads “good enough” but still not getting anyone to fall in love? If your creative looks like vanilla ice cream, you’re probably forcing Meta to guess, and that’s basically running your business off a magic "8 ball."

In this episode, we use ice cream flavors to explain what Meta’s real creative diversification demands. We break down why “pink shirt vs blue shirt” isn’t diversification, how the 25% (or more) difference rule actually plays out, and why you need multiple angles that feel like totally different flavors, not vanilla bean vs French vanilla.

By the end of the episode, you’ll know about building a simple “Rule of Six” creative system, why contribution matters more than last-click attribution, and how to stop turning off ads that are doing the heavy lifting in the background. Give this one a listen, then go build your Baskin-Robbins ad account.

In this episode:
- Are you running “vanilla” ads?
- Creating memorable ads that convert
- Meta’s creative diversification playbook
- Hook rate vs conversions
- Contribution vs attribution
- The rule of six for Meta ads
- Why you need a real source of truth

Mentioned in the Episode:
Partner with our Meta ads experts: https://www.tiereleven.com/apply
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Previous Episode on Pausing Ads: https://perpetualtraffic.com/podcast/episode-743-stop-pausing-winning-ads-andromeda-ad-strategy-that-changes-everything/
Ice Cream Place in New Zealand: https://www.patagoniachocolates.co.nz/pages/ice-cream-flavours
Previous Episode with John Moran: https://perpetualtraffic.com/?s=john+moran
Google Search Console: https://search.google.com/search-console
Creative Diversification Playbook: https://perpetualtraffic.com/wp-content/uploads/2025/10/Creative-Diversification-Playbook-Practitioner-Guidance.pdf

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
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/
Follow us on X: https://x.com/perpetualtraf

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 - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/
Mentioned in this episode:
Head to www.perpetualtraffic.com to apply to be a sponsor of this show
https://www.NEXTInsurance.com/perpetual
https://www.tiereleven.com/audit
https://www.tiereleven.com/audit

Relying solely on Google ads to drive leads is risky. Our team can help you balance Meta and Google ads to lower costs and boost conversions.
Partner with our marketing experts today: https://www.tiereleven.com/apply
Tier 11’s Oli Liboy joins me to explore the multi-channel strategy that earned a personal injury law firm $55.2M in revenue. We discuss how Google’s shift from a traffic machine to an intent machine has changed the game for high-stakes industries. Oli shares how Meta ads, combined with Google’s intent-driven platform, work together to generate both awareness and high-quality leads even in the most competitive markets.
If you’re a lawyer or marketer in this space, or just interested in the future of digital marketing, this episode is packed with valuable insights. We’ll break down strategies for scaling your paid ads without blowing your budget, optimizing your Google campaigns for intent, and creating brand awareness through Meta.

In This Episode:
- Oli's background and experience
- The danger of relying only on Google Ads
- Google Ads transformation into an "intent machine"
- Balancing Meta and Google ads strategies
- Why generating awareness on Meta is critical for conversions on Google
- Using Google and Meta ads for personal injury cases
- The importance of tracking and CRM setup
- Optimal scenario for combining Meta and Google
- How Google local services ads (LSAs) work
- Qualifying Google ad clicks
- Optimizing the Meta and Google mix for a law firm
- The real results of the personal injury case study

Mentioned in the Episode:
Part 1 of How We Made a Personal Injury Law Firm $55.2M: https://www.youtube.com/watch?v=x_SiPLJYzkI
Part 2 of How We Made a Personal Injury Law Firm $55.2M:
https://www.youtube.com/watch?v=nWrUeotDYzs
Previous Episodes On The Personal Injury Law Case Study: https://perpetualtraffic.com/?s=personal+injury+law

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
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/
Follow us on X: https://x.com/perpetualtraf

Connect with Oli Liboy:
LinkedIn: https://www.linkedin.com/in/oli-liboy

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 - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/
Mentioned in this episode:
Head to www.perpetualtraffic.com to apply to be a sponsor of this show
https://www.tiereleven.com/audit
https://www.tiereleven.com/audit
https://www.NEXTInsurance.com/perpetual

The right digital marketing strategy can turn high-cost clicks into millions in revenue. We want to help your business achieve this and more!
Partner with our marketing experts today: https://www.tiereleven.com/apply
Today, we continue our review of a real-world personal injury law firm case study where we transformed a modest ad spend into over $184 million in settlements. We didn't just buy media; we built a strategic, multi-channel system that generated outstanding results.
I’ll walk you through the specific steps we took, from installing tracking software to optimizing the site post-click. The game-changer was refining the landing pages and ad creatives, improving conversion rates, and building a cohesive Google and Meta strategy. Consequently, we achieved a significant drop in cost per signed case and a massive increase in qualified leads.
If you're serious about scaling your business, whether in legal services or other services, this three-part series will help you refine your approach to paid media in 2026 and beyond.
In This Episode:
- Introduction and part 1 recap
- Optimizing after-the-click experience
- Results after optimizing landing pages
- Continued optimization of Meta and Google ads
- Google Ads performance in 2025
- How Meta and Google work together
- Final results: Scaling to $184 million in settlements

Mentioned in the Episode:
Watch Part 1 of How We Made a Personal Injury Law Firm $55.2M: https://www.youtube.com/watch?v=x_SiPLJYzkI
Download Tier 11’s Marketing Performance Indicators (MPI) Checklist: https://www.tiereleven.com/mpi
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Tier 11’s nCAC Calculator: https://www.tiereleven.com/ncac
Previous Episodes On The Personal Injury Law Case Study: https://perpetualtraffic.com/?s=personal+injury+law

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
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/
Follow us on X: https://x.com/perpetualtraf

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 - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/
Mentioned in this episode:
https://www.tiereleven.com/audit
https://www.NEXTInsurance.com/perpetual
https://www.tiereleven.com/audit
Head to www.perpetualtraffic.com to apply to be a sponsor of this show

You can scale your business fast with the right digital marketing partners and strategy.
Partner with our Meta ads experts: https://www.tiereleven.com/apply
Are you still betting your entire growth plan on Google? If you’re treating search like the “engine,” you might be building demand everywhere else and giving it zero credit.
In this case study, I break down four years of work inside one of the most brutally competitive niches we serve. Personal injury law. We took a Michigan firm from messy tracking and misaligned leads to a machine that consistently optimized for the only metric that matters: signed cases.

Early on, we drove a 70% drop in cost per signed case to about $1,518 and still achieved roughly a 20x ROI. I’ll walk you through the Meta and Google synergy, the tracking stack that made optimization possible, and the “signed case maximizer” framework we use to scale without drowning in junk leads.

In This Episode:
- Early wins: leads, CPL, and CPC improvements
- The 1,500 CAC and 20x ROI math
- Spending $2,900 per signed case for $55m in revenue
- Case diagnosis: no avatar and conversion tracking
- Prescription: installing Tier 11 Data Suite
- Deploying the signed case maximizer framework
- Using Google’s 90-day conversion tracking window
- Installing the digital strategy velocity engine
- Combining Meta and Google ads to maximize results
- Impressions and leads from optimized ads

Mentioned in the Episode:
Tier 11’s Data Suite: https://www.tiereleven.com/what-we-do/data-suite
Tier 11’s nCAC Calculator: https://www.tiereleven.com/ncac
Previous Episodes On The Personal Injury Law Case: https://perpetualtraffic.com/?s=personal+injury+law

Listen to This Episode on Your Favorite Podcast Channel:
Follow and listen on Apple: https://podcasts.apple.com/us/podcast/perpetual-traffic/id1022441491

Follow and listen on Spotify:
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/
Follow us on X: https://x.com/perpetualtraf

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 - https://www.linkedin.com/in/laurenpetrullo
Consult Mongoose Media - https://mongoosemedia.us/
Mentioned in this episode:
https://www.tiereleven.com/audit
Head to www.perpetualtraffic.com to apply to be a sponsor of this show
https://www.NEXTInsurance.com/perpetual
https://www.tiereleven.com/audit