From $2.5M to $4M a Month. Ad Spend Barely Changed. Here's Why from Perpetual Traffic

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From $2.5M to $4M a Month. Ad Spend Barely Changed. Here's Why

49 minutes Posted Jul 28, 2026 at 11:00 am.

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Download our Marketing Performance Indicators (MPI) checklist to track the key metrics that accurately measure your marketing efforts: https://www.tiereleven.com/mpi

What happens when the channels you think are driving growth are actually just taking credit for demand you already created? Today we are breaking down how one premium DTC brand escaped inefficient bottom-of-funnel spending and scaled without sacrificing efficiency.

I’m joined by Ricardo Pouwels, Growth Strategist at Tier 11, to revisit the next chapter of a case study we shared earlier. We unpack how the team expanded from managing only Meta and TikTok to increasing Amazon units sold by 63%, and improving overall customer acquisition efficiency.

We’ll talk about why brand search campaigns often hide the real performance story, how reallocating budget into Meta, native ads, and connected TV created more demand, and why patience with attribution windows matters.

In this episode, you’ll learn:

- Why brand search campaigns can hide true marketing performance

- How cutting Amazon ad spend increased sales volume

- The importance of tracking blended CAC and MER

- Why channel-specific ROAS targets limit growth

- How Meta creates demand that Google and Amazon capture later

- Using native advertising to unlock colder audiences

- How connected TV supports multi-channel growth

- How proactive agency strategy builds client trust

- Why mature brands need diversified acquisition channels

Mentioned in the Episode:

Part 1 of the Case Study: https://perpetualtraffic.com/podcast/episode-791-5-missed-forecasts-then-one-budget-shift-then-4-straight-hits/