5 Missed Forecasts. Then One Budget Shift. Then 4 Straight Hits.

Are you scaling ad spend but getting worse results? If your ROAS looks amazing while your growth stalls, you might be optimizing for the wrong thing, and it’s costing you more than you think.In this episode, I sit down with Scott Desgrosseilliers from Wicked Reports to break down one of the best case studies we’ve ever run at Tier 11. After five consecutive missed forecasts, we made a bold move and achieved incredible results.We cut over 90% of Amazon spend and reallocated the budget to top-of-funnel channels. The result? Four straight quarters of growth, lower customer acquisition costs, and a massive increase in MER.We show you how we used multi-touch attribution, incrementality testing, and creative strategy to drive real business outcomes. If you’ve ever questioned whether your “best” channels are holding you back, this case study will help rethink and optimize your ad budget allocation.In This Episode:- Case study: Five missed forecasts and rising CAC- Meta’s recycling loop explained- AOV and LTV of premium products- Why Google’s nCAC is misleading- Decoding direct traffic on Google - Incrementality testing of Amazon and Google- Results of cutting Amazon spend by 91%- Analyzing the risks of budget reallocation - Scaling the top funnel mix- Wicked Reports breakdown- Organic lift and MER from paid ads- Action steps for brandsMentioned in the Episode:Partner with Tier 11’s Marketing Experts: https://www.tiereleven.com/apply Tier 11’s Data Suite https://www.tiereleven.com/what-we-do/data-suite  Watch the Episode on YouTube: https://perpetualtraffic.com/youtube  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=1We Appreciate Your Support!Visit our website: https://perpetualtraffic.com/ Follow us on X: https://x.com/perpetualtraf Connect with Scott Desgrosseilliers: Website - https://www.wickedreports.com/ LinkedIn - https://www.linkedin.com/in/scottd71/ 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 Mentioned in this episode:Apply for an ad spot on Perpetual Traffic for Q1 or Q2. Visit www.perpetualtraffic.com today to secure your spot!We’re opening up sponsorship spots for Q1 and Q2! https://perpetualtraffic.com/advertise-with-us/https://perpetualtraffic.com/advertise-with-us/https://perpetualtraffic.com/advertise-with-us/