Why Your 'Winning' Ad Is Probably the One You're About to Kill

Running ads across multiple channels and not sure which ones are actually driving growth? Our teams can audit your attribution and show you where your budget should really go. Talk to us at: https://www.tiereleven.com/apply A video is soaking up your ad spend and showing almost no conversions, so the obvious move is to kill it. But what if that video is the reason your cheap last-click image ads look so good in the first place?Ricardo Pouwels, one of our growth strategists at Tier 11, joins me again to break down how attribution and creative measurement change as a business grows from one channel to ten. He explains how he finds a client's true scaling channel using historical spend data, why he'd rather run a real budget test than trust an incrementality study, and why so many brands are hitting a ceiling on Google Search.Ricardo also shares the scaling campaign structure he's using right now: ad-level spend minimums that keep top-of-funnel videos funded so your account stays a funnel, not a pile of discount images. If you're spending across multiple channels, this one is for you!In This Episode:- Why last-click attribution breaks in multi-channel marketing- How to measure no-click channels like CTV, YouTube, and radio- Using historical ad spend data to find your true scaling channel- How Google branded search and Amazon ads often steal last-click credit- The limits of incrementality testing and why budget tests tell you more- How to state a hypothesis and timeline before shifting ad spend- Why Google Search ads hit a scaling ceiling while Meta ads keep growing- Measuring top-of-funnel videos with hook rate, hold rate, and first-click CPA- Why image ads and carousels get credit that video ads earned- Using ad-level spend minimums to keep your Meta funnel balanced- How "spend to message" and creative diversification prevent account fatigueMentioned in the Episode: Watch the Previous Episode with Ricardo Pouwels: https://www.youtube.com/watch?v=-P8Fs7DVjDg  Join Ralph Burns and John Moran every Friday for The Ad Lab Live: https://www.youtube.com/@Tier11/streams 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/ Connect with Ricardo Pouwels: LinkedIn: https://nl.linkedin.com/in/ricardo-pouwels   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:https://perpetualtraffic.com/advertise-with-us/