📈Metrics that Matter, Growth that Scales 🤝 Agency specializing in Paid Advertising Growth 💎 $100M annual ad spend
Joined March 2022
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The Ad Lab Live! - with John Moran & Ralph Burns teapawt.net/i/broadcasts/1rGmqpnYd…
You can be your own biggest competitor and never know it.
We sat down with a new client and found exactly that.
Every location was running its own ads, into the same audience, at the same time.
So they were bidding against each other and driving up their own costs.
Nobody planned it. It just happens when every location runs its own account.
We showed them where it was leaking. It's already saved them hundreds of thousands.
Watch what we found
The Ad Lab Live! - with John Moran & Ralph Burns teapawt.net/i/broadcasts/1qxvvedvX…
The Ad Lab Live! - with John Moran & Ralph Burns teapawt.net/i/broadcasts/1mGPaZBNL…
Winning creative of the week.
Most water-bottle ads are the same ad. Ounces, insulation hours, leakproof lid, product on white.
This one didn't name a single feature.
It told the story of kintsugi, the Japanese art of repairing broken pottery with gold, where the cracks become the most beautiful part. "Find strength in brokenness."
A bottle, sold as a small piece of meaning.
60 purchases. 2.24% click-through, one of this account's best.
And the win wasn't a prettier photo. It was the read: knowing this audience had tuned out feature lists and would lean into something that made them feel.
Making that call, and being right, is what a Creative Strategist does.
Behind every result we post, there's a team you never see.
Here's what clients actually say about two of them, Kobi and JJ, the people who keep our data accurate:
"Someone I can trust 100,000%."
"Always available, efficient, the real deal."
"Someone we can rely on, no matter how urgent."
And the one that says it best:
"Even a great strategy can be crippled by broken data. Thank you both."
That's the truth of this work. The sharpest strategy in the world falls apart on bad data. Kobi and JJ make sure ours never does.
Not the flashiest job. Just the one everything else stands on.
Thank you, both.
Looks like an ordinary morning.
But this is where a lot of the real work happens.
This is one of our Growth Strategists, Miranda, figuring out what's working and where the next dollar should go.
Not loud... just the work behind the growth.
"How much should we spend on Google?" might be the most expensive question in marketing.
It feels productive, but it's a dead end.
That's NOT a strategy. It's picking a channel because someone said it works.
No bid setting, no campaign type, no ROAS target fixes that.
The problem was never the tactic.
It's that the system underneath it was never built to grow.
Our Data Suite found $2.3M in delayed revenue.
A body sculpting brand spending $500K a month did the thing most brands are scared to: put 10% into pure awareness.
On platform, it looked like wasted money. But that awareness was driving people to a free Botox offer, and once they were in the office, the team was closing $10K to $15K procedures.
None of it traced back to the ad. Our Data Suite connected the dots and surfaced $2.3M of it.
The awareness spend wasn't a cost. It was the engine.
One number decides if you're actually winning: Marketing Efficiency Ratio.
Not ROAS. Not last-click.
Total revenue vs total spend, every channel stitched together.
Miss it and you're flying blind.
Your next few million isn't in a bigger ad budget. 💸
A premium D2C brand thought they were tapped out. Revenue sliding, nCAC climbing from $68 to $117.
They were being out-managed by their own ad platform.
So we cut ad spend 33%, concentrated the budget on the hero product, and rebuilt the creative.
The result:
📈 $5.6M → $36.9M in revenue
🧲 New customers up 760%
📉 nCAC down from $117 to $70
Full case study: tiereleven.com/resources/cas…
Huge following. 0.5% engagement. 😬
Big brands often have no idea who they're talking to.
Founder-led brands with far fewer followers win, because they tell the real story.
People follow the truth, not the follower count.
The Ad Lab Live! - with John Moran & Ralph Burns teapawt.net/i/broadcasts/1YxNrrMbb…
🎁 CEO by day, style icon by night?
The magic of organic social? It's your testing ground for creativity and engagement.
Here's our CEO & Founder, Ralph, doing a TikTok fit check, different from our usual content. Why? 👇
➡️ Experimenting: Testing new content styles gives us real-time insight into what our audience actually engages with.
➡️ Engaging: From educational to sales to fun, different posts spark different reactions. It's easy to assume what will land, but the truth is you never know until you try.
➡️ Refining: Organic social helps us identify what resonates and how, so we can hone in and master the styles that work best.
💡 Pro Tip: Don't just stick to the "safe" content. Use your organic feed to innovate, adapt, and grow, so your audience always has something fresh to look forward to, and you learn what's worth recycling into ads. ♻️
Your "best" channels might be fooling you... 👀
A premium pet brand was spending more every month and getting fewer new customers. nCAC hit an all-time high of $193.
The problem? Their top "performers" were just taking credit for customers they'd already paid for.
So we cut Amazon spend 91% and moved the budget into real demand creation.
The result, on flat spend:
📈 Revenue +44%
📉 nCAC down to $109 (-43%)
🧲 New customers +42%
Full case study: tiereleven.com/resources/cas…
We stopped making state-specific ads. CAC dropped 20% in a week. 📉
One variation for every state instead of ten.
Less creative, better results, faster production.
Sometimes the win is doing less.