We Analyzed Our Biggest Client Failure (And This Is What We Learned)

In this episode of the Perpetual Traffic podcast, Ralph Burns, Lauren Petrulo, and Ricardo Pouwels discuss a case study of a client in the gardening niche who experienced declining business despite efforts to improve paid media performance. The discussion revolves around the challenges of competing in a commoditized market dominated by larger brands, the importance of understanding key business metrics like NCAC and LTV, and the need for a long-term brand-building strategy rather than relying solely on short-term paid media fixes. They emphasize setting realistic expectations, assessing the business's overall health, and avoiding the trap of cutting top-of-funnel campaigns in favor of last-click attribution. The hosts share insights on the misalignment of client expectations, the impact of seasonality, and the necessity of a holistic approach to marketing that goes beyond just paid media.