2 resources from Perpetual Traffic we point founders to, and the questions each answers.
🎧 Podcast
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Two working media buyers walk through a real multi-million-dollar Advantage+ test built around a single broad campaign carrying 50 ads, a concrete structure a founder can copy directly.
Their test consolidated spend into one broad Advantage+ Sales campaign with a single ad set carrying dozens of ad variants.
The structure outperformed their older, fragmented interest-based campaigns over a multi-month test, including a small account moving from $42 to $13 cost per acquisition.
Creative volume and variety, not audience segmentation, drove the ad set's learning.
Ralph Burns has run performance marketing at scale for over a decade, and this episode makes the case, with a real client story of an agency reporting 400% ROAS while the client's bank account was shrinking, for why MER and new customer acquisition cost are what actually predict business health.
Argues single click ROAS has not kept up with cross device and cross channel attribution, and can be inflated by over crediting remarketing to existing customers.
Recommends tracking MER, new customer acquisition cost, and top line revenue instead of chasing the in platform ROAS number.
Suggests keeping 70 to 75% of budget toward prospecting rather than remarketing, so the ROAS number stops flattering you.
