Episode 394

Published on:

24th May 2022

How Ralph Structures His Campaigns for Massive ROAS

What if we told you that Tier 11 designed an ad campaign for an ecommerce store that resulted in a 608% revenue increase and 401% ROAS increase in less than 6 months?

On today’s episode, we’re flipping the script a bit. Host Kasim Aslam interviews his usually-co-host Ralph Burns about an ad campaign at Tier 11 that took a struggling business from $29k/month to $176k/month in revenue in less than half a year. (Download the case study here.) Ralph talks about customer acquisition amplification and walks us through the structure of each of the five levels of traffic. But the bottom line, he says, is the creative. “The creative makes the audience. If you match incredible audience and interspace targeting with incredible front end creative and messaging, game over. You own the internet as a marketer. Mix the two together, and it’s online marketing nirvana.”

Listen in to find out how to achieve this online marketing nirvana in your own campaigns.


  • How (and why) to set up tracking before you do anything else 
  • The key differences at each level of traffic (aka, a funnel marketing masterclass) 
  • Why Tier 11 didn’t need to use a third party data tool in this campaign
  • How this case study would change today if they used Google Performance Max



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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About the Podcast

Perpetual Traffic
Helping marketing directors and CMOs master paid traffic and conversions!
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 Kasim Aslam. 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.

About your host

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Kasim Aslam