How to Crush It With GLP-1s & TRTs on Meta Using “The Sticky Pixel Strategy”

Summary

Perpetual Traffic – Episode Summary

Episode Title:

How to Crush It With GLP-1s & TRTs on Meta Using “The Sticky Pixel Strategy”

Hosts:

• Ralph Burns (Tier 11 CEO)
• John Wood (Performance Marketing Strategist)

Date:

January 16, 2026

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Overview

This episode dives deep into a fresh and high-performing strategy for scaling Meta (Facebook/Instagram) ads in ultra-competitive health niches: specifically GLP-1s (weight loss peptides) and TRT (Testosterone Replacement Therapy). Ralph and John break down “The Sticky Pixel Strategy,” an approach born out of real-world campaign scaling—showing how to leverage creative diversification and new Meta algorithm behaviors (“Andromeda” and “Gem”) to acquire prescription customers at record-low CPAs, even when old-school tactics no longer work.

The conversation is packed with actionable case studies, explanations of evolving ad platform logic, and a candid, data-driven look at what’s working now as pixel-based targeting and broad audiences continue to change the game for performance marketers.

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Key Discussion Points

1. What is the “Sticky Pixel” Strategy?

[04:23]

• John introduces “Sticky Pixel”: Instead of traditional audiences, Meta now aggregates a “core group” dried directly from long-term pixel history across the entire ad account.
• This “cloud” becomes your default audience. New campaigns, creatives, and testing efforts mostly re-target those who've already interacted with you, rather than unlocking new, cold prospects.
• "Meta is doing everything it can to keep [users] there. It’s trying to not let them go." – John [06:04]
• Broadly similar to Google’s Performance Max/Demand Gen campaigns. Algorithms have evolved to prioritize campaign-level learning and existing audience clouds over manual segmentation.

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2. The Case Study: Scaling Prescriptions for Peptides & TRT

[09:33]

• A health company scaled one campaign since Sept 2025 ($563k spend, 32K leads), relying on “We’re cheap/inexpensive” messaging for peptide prescriptions.
• Leads sent to an old-school consult: request, sales-call, doctor, prescription.

Observations:

• [14:26] The focus on price-only messaging filled the funnel with low-quality, unqualified leads (many forgot why the sales team was calling, unsure about the brand, or suspicious of too-good-to-be-true offers).
• Ralph: “One in a hundred… actually buys. So you need a secondary strategy to convince them to take the next step.” [16:02]
• Sales team feedback/rejection reasons formed the basis for evolving creative: “Seems too good to be true,” “Are you legit?”, “Where do medications come from?”

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3. The New Creative Approach: Brand Sequencing over “Spray and Pray”

[19:16, 20:43]

• You can’t just throw five new concepts and see what sticks. Low-spend ‘test’ creative only muddles messaging for the core sticky audience.
• Key insight: Treat the “sticky pixel” audience as moving along a brand journey. Sequentially evolve creative and messaging, focusing on objection-killer content.

  “You have to almost pause in your brain. It’s not a traffic issue yet, it’s not even a creative issue yet. It’s a branding message now.” – John [19:32]

• Quality-focused messaging rolled out—addressing product legitimacy (where medications come from, real doctors, safety).

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4. How Meta Targeting Actually Works Now (Broad Targeting Wins)

[21:12–25:36]

• Broad, open targeting is now outperforming tightly segmented or retargeting campaigns.
• Example: TRT campaign technically targeted men & women, but Meta algorithm autonomously weighted delivery 92% to men—perfect alignment with demographic intent.

  “Your targeting is now a suggestion. This is the part people can’t wrap their head around.” – John [25:36]

• Old-school "move them down the funnel" retargeting? Not necessary. Broad campaigns + creative addressing next objection provides both new customer acquisition and reactivation of engaged users.

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5. Results & Tactical Breakdown

[27:41–34:03]

• By strictly sequencing creative (cheap → legit/objection-killing → transformational/status), the account saw dramatic CPA drops:
  • Cost per prescription customer: Down from ~$268 to $39 in a single week.
  • 800+ new customers acquired in one week.
  • Top ads directly address main objections (“Is this with a real doctor? Seems kind of shady?”).
    • “Objection killer ads” perform best—directly sourced from sales and support FAQs.
    • “It’s not out of happenstance that the majority of the users in the main kind of two big campaigns all want to know: ‘Is this shit legit?’” – John [30:34]
• Ramping up ad spend rapidly, with plans to take campaigns from $6K/day to $15K/day as performance continues to improve.
• Old “catch-all” campaigns losing utility; product-specific, objection-based creatives outperform and eventually absorb all the volume.

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6. Broader Lessons & Strategy Evolution

[34:03–45:08]

• The “sticky pixel” model is how algorithms now function. Creative diversification and sequential brand messaging are key—creative is the new targeting.
• This approach feeds your Google/branded search performance, too: more Meta interactions lead to more efficient conversion on branded search.
• Meta and Google’s learning algorithms “know” user readiness better than manual targeting ever could.

  "You don't do any of that [manual sequencing] anymore. It’s all… you just skip the media buying portion… you still have to follow the process." – John [34:46]

• Systematic objection addressing/brand building results in “rising tides for all ships”—Meta drives volume, credibility primes Google Search.

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Notable Quotes & Memorable Moments

• “Meta is doing everything it can to keep [those users] there. It’s trying to not let them go… Your campaigns, your creatives, the new ones, are just the next evolution of communication to the users that are stuck in your audience, because you have a sticky pixel.”
  – John [06:04]

• “If you get roped in by ‘hey, it’s cheap,’… at the point where you’re going to have to inject this in your body, are we sure this is legit? Because that’s a really inexpensive price.”
  – Ralph [14:52]

• “It’s not a traffic issue, not even a creative issue. It’s a branding message now.”
  – John [19:32]

• “Your targeting is now a suggestion. This is the part people can’t wrap their head around.”
  – John [25:36]

• “We’re gaining new prescription customers at sub 50 bucks. This is fantastic in the first week because I didn’t do anything but make sure my brand messaging to the sticky pixel was in a logical sequence to a sale.”
  – John [27:48]

• “Objection killer ads perform the best. We’ve spent a half million dollars telling people it's cheap. What’s the next thing they’re going to say? ‘That sounds good. Is it any good?’ Very logical.”
  – John [30:34]

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Important Timestamps

• [04:23] – What is the Sticky Pixel, and why “audience clouds” matter now
• [09:33] – Real campaign case study: half-million dollar ad spend
• [14:26] – Problem with price-only messaging: low-quality leads
• [16:02] – Why secondary education/objection handling is critical
• [19:32] – Why creative testing must be purposeful, not scattered
• [25:36] – Targeting as a “suggestion”; Meta does the sorting
• [27:41]/[27:48] – Results: CPA drops, customer acquisition spikes
• [30:34] – Objection-killer ads and creative structure
• [34:03] – Sequencing “sticky pixel” messaging; platform evolution insights
• [42:28] – Product-specific campaigns overtaking catch-alls
• [44:04] – Why search is now “clean-up,” not the main channel

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Tone and Takeaways

Candid, expert, and data-driven, this episode dissects what modern media buying really looks like in strict-platform, regulated, or competitive verticals. The hosts highlight that technical levers are less important than strategic sequencing and meeting customers' current mindset along their journey—using algorithmic tools as accelerators rather than manual controllers.

For marketers and business owners:

• Focus on branding sequence and creative diversification, not micro-testing or manual retargeting.
• Use sales team/FAQ data to build “objection-killer” ads.
• Accept that broad targeting + creative is outperforming legacy “segmentation.”
• Leverage platform machine learning as your advantage, not as a liability.

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Episode Resources

• For campaign resources, guides, and case studies: perpetualtraffic.com
• Sponsorship/contact: perpetualtraffic.com/apply

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For anyone responsible for paid acquisition in 2026, this episode is an indispensable breakdown of not only what works, but why it works in an ever-evolving digital ad ecosystem.

Transcript

[A]

Hey, real quick, before we dive in, if you've got a brand or marketing tool that marketers need to know about, sponsor the show here at Perpetual Traffic. Perpetual Traffic puts you in front of thousands of seasoned marketers, CMOs, and agency owners. So head on over to perpetualtraffic.com to apply to be a sponsor of this show. You're getting new customers in this space for less than the cost of a click.

[B]

We're gaining new prescription customers at sub 50 bucks. Now, this is fantastic stuff in the first week because I didn't do anything but make sure that my brand messaging to the Sticky Pixel was. I have a small little case study that I want to share with you that kind of proves this model a little bit. And what's interesting about this is there's been two large stages that this company has gone through. The first stage is you're listening to Perpetual Traffic.

[A]

We all know this as marketers and business owners that growth is amazing. Until something breaks or some catastrophic event, heaven forbid should ever happen to your business. And I don't mean just your ad campaigns going sideways. Maybe a client slips on a wet floor or a shipment suddenly goes missing, or a contractor gets hurt, or an employee gets hurt. Suddenly the thing you've been building can take a huge financial hit, maybe one that you worry might take down the company. And you should always be thinking about that as the business owner. Most people don't think about business insurance until after something goes wrong, when it's already too expensive or it's too late. That's why we're big fans of what next insurance is doing. Business insurance is so important for any business, whether you're online or offline, and they've basically taken the pain out of business insurance. It's 100% online, ridiculously fast, and designed specifically for small businesses. You answer just a few questions and next tells you exactly what coverage you need. No phone calls, no waiting, no holding the line for the next representative. Just fast, affordable production that actually has your back when things go sideways. Policies start for as little as $29 a month. Don't wait for a crisis to remind you you're not covered. Get protected in [e-mail] perpetual that's next. Next insurance.com perpetual hello and welcome to the Perpetual Traffic Podcast. This is your host, Ralph burns, founder and CEO of Tier 11. And today's show is yet another ad lab. But this one is so good. So good was results in an incredibly hard niche on meta that if we had done Google Ads, we would be failing miserably right now because this is the way everything is going right now. If you're a business that is trying to use Google to get new customers, you're probably paying in this particular niche like 40 to 50 to $60 per click. And we are acquiring customers for less than that. And that's in the GLP1 and the TRT space, which is highly competitive right now, or using creative diversification. So John's strategy here is called the Sticky Pixel strategy. And we get into it on today's episode. And as always, if you need our help, you don't want to do this stuff yourself, you can check out 211 [e-mail] forward, slash, apply, fill in the application. It'll be happy to help you out. Get these types of results for your business, whether you're selling GLPs and testosterone replacement Therapy or any other product. What we found is the Andromeda update is agnostic to the product. It's really. It's all about the creative and creative diversification. And we can give you that help [e-mail] so without further ado, take it away, John and Ralph. Well, we're cooking up chaos and the conversion kitchen here today. You've got the Sticky Pixel.

[B]

Yes, the Sticky Pixel.

[A]

I love the names, by the way. That's going right in the title. I love names that you're not really quite sure. It's like kind of, you know, it's definitely clickbaity.

[B]

Yeah, you got to watch it to find out.

[A]

You got to watch it to find out. What is the Sticky Pixel from John Wood. So we're going to talk about that here today and some other. Lots of screen sharing.

[B]

Yeah.

[A]

Lots of paint. So, yeah, let's get right into it.

[B]

Perfect. Let's do it. So today is going to be. We're talking about something that I've kind of coined as the Sticky Pixel. The reason why I've coined it the Sticky Pixel is because with the new updates in Andromeda and Gem, the way that the audiences now function inside a meta is more like a core group of users rather than a campaign testing creative on. On new users on new ad. So what we've figured out through the Tier 11 data suite is like, pretty much the best way to prove it. And we've actually disproved some meta reps in real time, which is fantastic because the meta reps sometimes, you know, regurgitate things that might be six months, one or two years old, and meta's actually moving faster than the reps. Can keep up, which is really why you're all here. So, yeah, this is what's.

[A]

You've got a good. You've got a really good one with one of your private company accounts that I'm like, oh my God, she's really good.

[B]

Yeah, we got direct access to the actual meta engineers, which I'm like, I, I again, I just lucked out. Kind of like how I found my wife right place at the right time, so if I can trick them to stick around, you know, I'm good at that. Don't cheat on her.

[A]

Don't cheat on her.

[B]

Right. No, this is. She's my only wife. And Meta rep. That's good.

[A]

Two constants that you're never going to get rid of. Excellent.

[B]

Exactly. Right. So here's kind of what we're finding and I've dubbed this the sticky pixel, because it seems that is the best way to describe this. So this is representative of an audience that you have been building inside of Meta for like the, let's say last six months, two years, 10 years, three days, whatever it may be. But since Andromeda has come out, what you're doing is your ad spend is basically funneled to this group of users in a cloud, when the cloud is essentially just you, your business's cloud, and your business manager. Inside of Meta, also an extremely similar structure inside of the Performance Max engine and the demand engine inside of Google, which is the same engine. The only difference between performance max and demand gen is search and shopping is not included in demand gen, at least from the shopping network, but the feed shopping items are. So they are very, very similar.

[A]

We're talking about ad account here, like the entire ad account, not like a campaign or an ad set or anything like that. We're talking about the entire ad account, which has been trained on that pixel for a long period of time.

[B]

Correct. And, and it's, it's almost like your entire website. So now remember, like five years ago with me, you and I think Cosm are all joking around, we're like, soon meta and Google is going to be like, give me your website, give me your credit card. And I'm, I'm off to the races. Well, we, we're very close to being there where it's like, give me your website and I'll put a pixel on it and then give me your credit card and also your creative and I will just do the rest. We're sort of in that ecosystem now, so it kind of snuck up on us. And what we're seeing is that if you wanted to take a campaign that is targeting like a core group of people that you are targeting, let's just say this campaign A is here and this campaign A is now targeting all of these people in this audience here. If you develop a new campaign, campaign B down here, people believe that a new campaign, new ad set, new creative is going to go find new users. And what we're actually finding out is this also just kind of goes into the same realm. So where we're starting to see some inefficiencies in things like creative testing and new campaign and new asset growth that is independent from the original asset, Original creative is sort of now blends together. And your campaigns or your ad sets or your creative, the new ones that you're uploading is now just the next evolution of communication to the users that are kind of stuck in your audience because you have a sticky pixel, your pixel is now sticky to these users, which means meta is going to do everything it can to keep them there. It's. It's trying to not let them go. In fact, they're doing everything they can to ensure that a new campaign doesn't go to a new audience. And that is the generative ads model that is explaining how the user base that is interacting with your ads sort of have a AI built in on their end that says because Ralph looked at this like this, comment this, clicked on this, watch this more than once, re engage with it, like to comment and shared it with a friend, etc. Your user feedback as to how you're interacting with those ads is what is going to show you more or less from that industry. Not the company, but all companies in that industry because of the targeting that you're portraying. To meta, you click on a shoe ad, you're going to get shoe ads. You click on a bicycle ad, you're going to get bicycle ads from everyone. We've all experienced that Instagram and Facebook, we both do it the same way because they're the same network.

[A]

I'm assuming that you are assuming that the pixel has an infinite lifespan. Yeah, there was a point in time where like, yeah, well, it degrades after a certain period of time. So you're basically saying that the pixel that a user's click from 5 years ago is still in this cloud, in the ad account. Like it's an infinite lifespan.

[B]

Yeah. And they almost seem like there's traffic that always moves into this cloud and traffic that always moves out of the cloud.

[A]

Okay.

[B]

So essentially these are people that are like new just finding out about you, who you are and they're on their way in. And then whatever happens in here, either buy, die or unsubscribe and then they move out and they start heading in an opposite direction. And this is a moving average. So it almost is like the more ad spend, the more people that we're bringing in, the less people that are moving out because it is re engaging them more because you have higher ad spend, higher frequency, more creative, more engagement. So what we're seeing here is that the way that we have to structure our creative and our ad spend is now about, well, what is the next thing that you're going to talk to in, in this core group of audiences here that you have built? And this is a much different way of thinking than well, let's test that ad versus this ad or let's test that campaign versus this campaign or that ad set or this ad set or that targeting. This targeting. And Meta is getting so good at targeting nowadays that I have a small little case study that I want to share with you that kind of proves this model a little bit. Where we have this one campaign which is a catch all. So this is all three of our products. We have three kind of peptide products and this one campaign has all three peptides in them. And then I have each one of the peptides out on their own. So I have a enclomophene TRT GOP peptide campaign. TRT is not technically, but I'm not going to say the S word here on you know, YouTube and everything because you get, you know, medications get kind of weird. So I'm just going to call them peptides just for like, for, for use of conversation. And what's interesting about this is there's been kind of two large stages that this company has gone through. The first stage is this campaign here that has been on for some time. If we look at the maximum charts in this campaign, this campaign has been on essentially since September 6th of 2025 and has spent $563,000 registering 32,000 new leads for the company. This was their main way of selling their peptides. They are prescriptions. So they generate a lead, they get hooked up with a salesperson, they go through their health and then they release them to a doctor, doctor prescribes and you're off to the races. So that has generated multi step form.

[A]

If I recall like actually before pre that.

[B]

But yes, yeah, sorry. So this was like you go to the PDP and you're like request a consultation and then boom, lead basically oh.

[A]

Okay, so it's one click and then that becomes the registration on that secondary page. Got it?

[B]

Yeah. Now you're gonna talk to a sales team and then get a prescription. So it was very, very like old school lead generation type of methodology.

[A]

Yep.

[B]

However, since you spent a half million dollars building that audience, you have trained a half million dollars worth of Pixel users to your Pixel, to your account, to your website, to your entire ads campaign. Sure. And now what we have to look at is, okay, what was the message that was said to them most often? And so if I take off, I'm just going to use this and showcase a ad spend descending. Last 30 days was still $200,000. So there is still a lot of ad spend going into this campaign. And we have to look at, well, what is the brand messaging that our users are seeing? Because remember, we have a core group of audience. Even if I wanted to, I have to shut down this account and the website and the Pixel before I can change audiences. And so we have to look at this and say, what has our main audience that we have been growing with a half million dollars? What have we been telling them? Because that will then inform us what do we tell them next and how do we measure? Right. So we look at this and say, okay, so far, and I'm just going to paraphrase this, but we have these peptides and we're cheap. Is the main messaging the next ad that has the highest that's been down? We have peptides and they're cheap. 389 for three month kit. Wow.

[A]

We have peptides, different presentation, same basic.

[B]

Message, same core concept, hook and offer. The concept is, hey, we're cheap. And the hook is, hey, we're cheap. It's Kyman accept.

[A]

That's what.

[B]

Right. Yeah. The concept that they've started with is, hey, we're inexpensive, not cheap or inexpensive. So yes, when you have nothing but inexpensive ads, one after another after another, that is only focusing on the low, low price that we have in what we are assuming right now is okay, well, people are signing up now. I'm going to pause here because there's a real life scenario that then happens. The creative that has been uploaded to Meta that has driven a half million dollars in ad budget. Now when we're talking to the sales team, the sales team says, sometimes we call these people. They don't know who we are. They don't know why they're calling. They don't even remember signing up with us. Why? Because hey, I got drugs that'll make you Skinny and they're cheap. Hey, I got drugs that'll make you more bulky in the gym and they're cheap. So it's like you have these people that are just real bottom of the funnel but they're also real low quality because you got them there by saying hey I, I got some drugs on the really cheap. You want some. Like that's really not your, not a, a high quality client for life simply due to the fact that that was. I'm being over exaggerated to make.

[A]

Plus there's not a lot of pre qualification here.

[B]

Exactly right. There's no pre qualification. There's no brand story messaging qual nothing. We have not really hit upon all the reasons why we're inexpensive, not cheap.

[A]

I'm aware of the solution. All I'm really now looking for is basically is the cheapest price. I know like a TRT is. I know what a GLP one is. I know like I'm looking for that. My doctor may or may not prescribe it for me. I want it cheap.

[B]

Exactly right.

[A]

That's basically the. What you're getting at this point.

[B]

Yeah, yeah. And so if you get roped in by the hay is cheap. And we got it. And at the point in time where you're like I'm gonna have to stick this into my butt cheek and inject this into my body, are we sure this is like you know, legit? Right. Because that's a really inexpensive price. So when we went through the sales team and said hey, what are some objections that are coming through or what are some questions that we most often see?

[A]

So this. A little market research.

[B]

Exactly.

[A]

Yeah.

[B]

So the, so the market research here, when we're looking at all of our questions and answers, the first one is well, where do the medications come from?

[A]

So this is taken from their cutlers like their first consultation or this is from where is this coming from?

[B]

Amalgamation of the consultations. The most. An most asked question and one of the most reasons why they didn't buy or they didn't. They don't really want to buy is I, it's, it's. It seems too good to be true and I'm nervous that this is like bunk gear basically like not legitimate high quality potent stuff that I'm gonna have to inject into my leg.

[A]

Got it. So you sucked me in with the price.

[B]

Yeah.

[A]

But now I'm kind of, I don't really know are you legit?

[B]

Which is.

[A]

This is. This is human nature.

[B]

Exactly right. Yeah.

[A]

One in a hundred is going to have after that registration Say, yeah, I'm going to buy it. You know, so you need, you need a secondary strategy in order to convince them to take the next step.

[B]

Got it? Yeah. Like if you look back and said, is the concept that we went off of, hey, we have, we're inexpensive, was that the right one? Well, actually, in my opinion, yeah, because you can scoop up all the people that are ready to buy now and this company is not hurting by any means. We're, we're looking at 3 and 400 of these a day. So we're not, we're not hurting here at all.

[A]

That is their unique selling proposition for this particular type of company. Not every company is going to have this USP, so to speak.

[B]

Exactly.

[A]

Like marketing. Speak from like 1989. Anyway, point it out. Like this is the one that you're testing right now, but you're seeing that there's objections after the fact.

[B]

Exactly. Like it's not fully smooth yet. We need more education to the user. And so that's what's interesting is traditionally when you said, okay, we need to attack the market in a different angle. Well, one of the things that people or agencies or media buyers or companies may try is, well, let's try a different campaign, let's try some, some variation of the messaging. And that assumption is, well, we'll go and try new messaging to new people to see how does that work compared to the hey, it's cheap message or hey, it's inexpensive messaging or it's on sale or it's low cost, whatever you want to describe it as. But when they would typically develop three campaigns, two different assets, two, you know, different other hooks and offers and see kind of what moves the needle. You need to make it a much more concerted effort than that because you can actually cause more damage than good. What the generative as model started effort. Well, if you're going to say, what should we tell them Next? Don't choose three things and put 10 of Aspen there. And that typically is what happens. Don't, you know, protect that main campaign, don't hurt that campaign. Just go and test.

[A]

They're getting the interest. They're saying, yes, I am interested, which is good.

[B]

Yes, I'm interested. And what they did is they scaled the thing up to 200 grand a month and it's working. So it was enough to kind of, you know, at least get the company off the ground and, and make some good revenue. But they hit scale walls where you could double the Aspen. They generated twice the amount of leads. But the sales only eked up like 15% because we brought a whole bunch of more people in that were actually less apt to buy because we're more upper funnel because we're scaling it. And these people said, yeah, I, I heard about you guys and I'm kind of interested, but now I'm really nervous because, you know, I wasn't really thinking about it, but I fill out the form and now I'm here. Yeah, so we actually saw. So we actually saw. Yeah, lower response rates, colder, worse traffic coming through. Actually filling out the form because it was like one click and you can get free drugs. Okay, well, you know, we get what we get. So when we're looking at this, we're saying, well, what else do we tell this sticky pixel audience? Because that's actually how it works is you have to make a concerted effort to say, well, what is next?

[A]

Hey, real quick. If you're looking to get your brand in front of growth minded marketers, CMOs, directors of marketing and agency owners, we're opening up our sponsorship spots for Q1 and Q2 of next year. Get in front of a quarter of a million marketers every single month at Perpetual Traffic. All you have to do is head on over to perpetualtraffic.com for the details or check out the link in the show notes to apply.

[B]

You necessarily can't say, well, let's try five other concepts at 10% of the ad spend and see what works. Because when those other five concepts go live, they're actually going back to the people that knew it was cheap. And now they're going to be hearing a second message, a third, fourth and fifth message. What message is working? Well, you took five random low spend ads to a half million dollars worth of an audience and whatever landed, landed. And that is used as a gauge of, well, this is where the market's moving. These are working now when it's not. It's a small subset of just convers events that happen with the lowest form of people, the lowest bottom of the funnel, people that are going to convert anyway. So it's actually not a creative testing because it's going back to warm traffic. So when you have to make a concerted effort to put your best foot forward, you have to almost pause in your brain. It's not a traffic issue yet, it's not even a creative issue yet. It's a branding message now. So we almost have to go way back, all the way in the beginning and we said, okay, it's cheap. What did we get? Well, what is the next thing that we're going to make a full bore concerted effort. We are going, you know, full ad spend in on and closing our eyes and saying that's what's next. And so what we did is we went through the whole product diversification and we talked about quality. So we talked about quality. Next. Why? Well, when people are like, well, where, where do the medications come from? That's how we address the largest problem is, yes, cheap. But are you getting out of this, you know, back of a van in south Mexico, Like I want to know, is this even real?

[A]

Not anything in south Mexico. For some south Mexican listeners watchers, most.

[B]

Famous place in Arizona to get drugs is Mexico. And sometimes those aren't real. So unfortunately they're water in a vial. Right. So when we looked at this, we said, okay, let's, let's build out 240 more new ads and five new campaigns. Talk about quality and talking about user experience. The same targeting? Well, we actually use broad targeting because that's what's fun is it is actually the same targeting.

[A]

In the old days. Can I just ask, in the old days you would take all those registration pixeled people and you target them, but you're not doing that. You're still doing open targeting because you want to go really broad. Obviously your CPMs are going to rise if you're going to a custom audience, but that's the old way of doing things. This is fascinating because my brain immediately went to, all right, well, you know, get those people in a retargeting campaign and like hit them with all the objections and FAQ videos and you name it and then they'll convert and ultimately buy. But no, you have a different strategy in mind, I believe.

[B]

You know what's funny is that's exactly already what's happening though, and it's happening with broad targeting. That's what's cool. That's, that's the uniqueness of this whole.

[A]

Thing because you don't have to separate it out. Meta is going to figure out the people who've already engaged anyway and who are registrations, you know, on the event.

[B]

Got it. And even people that are maybe not even if registered yet, it's going to go back to those people too. And so that's what's cool.

[A]

Hovered over the ad or maybe clicked or didn't. Like they engaged in some way, shape or form. Got it.

[B]

Makes sense. Yeah. And so what's funny is we typically have to like take all the people that have already registered. Have already registered where you and I. Absolutely. The first place Your mind goes, we'll move them down the funnel manually right now. By letting it broad targeting and letting it go where it needs to, not only can we attract all the people that have completed registrations, but we can also go back to the people that have not. And that's a large audience over there too.

[A]

Big audience.

[B]

And that audience at that high Aspen, a small movement down there can make a big, big change to the top line if they're going to be in the same audience in which they are. So what's cool about this? Okay.

[A]

And you have no real, like, logically you think, well, somebody who fills out the registration form is more engaged. Not necessarily though. Somebody hovers over an ad that's thinking about it or just clicks and goes to the page and then, you know, back clicks. They could be just as engaged because these are lightly engaged folks. You're not going through a five step, you know, qualification process. It's basically, it's one thing and then boom, they are a registration.

[B]

Yep. So, right.

[A]

And with old school marketers would have an issue with this because they're like, no, no, that's wasted traffic. It's not though.

[B]

Oh, those are, those are people that are actually more hot, more recent. They haven't even converted yet. The people that have already converted that have talked to your team and said, I don't know who you are. Those are the dead and gones. Yeah, yeah. And so that's what's funny is like when we're looking at these things, I said, well, if I'm using broad targeting, GLP1 campaign plus a TRT campaign, we're scaling them now because we, we got them launched and everything's working. So we're pushing ad spend. What's funny about this is I've used broad targeting in both. And you know what, I'll just prove it to you in the TRT campaign. If we go into the broad targeting campaign here and we look at the audience, my TRT, which is a male dominated industry with about 9% market share, men, 65, all gender, 18 to 65, all gender. Is that the stupidest thing you'll ever do?

[A]

Like, like I would, I would look at this. This guy doesn't know what he's doing.

[B]

Right, Exactly. This guy's an idiot. He's, he's marketing 50 women, males, testosterone, doesn't know anything. Anything. But. And so what's funny is them going to the.

[A]

Now we are set. A customer actually did that to you anyway, reading the email. Look, what is he doing? Only two of the ads out of 30 are getting engagement. Like that's how it's supposed to work.

[B]

You're welcome. The best ads are showing the most amount of admen. So what's funny is this thing here.

[A]

Broad targeting, by the way. Anyway, keep going Y in broad targeting.

[B]

And TRT in the in sense though the campaign launched basically on Christmas Eve, but we have a TRT campaign targeting 50% when and 50% women. And when you look at the amount spent in this campaign so far, it is 92% men, 7% women, which I'm. I know women close to me who are on trt. It is a thing. It is to bring your hormones to an optimal level. It's not because they want to get steroids and go to the gym. It is to keep hormone balance. So there is a surging market of women that are joining the TRT trend just out of 110 dose because that's appropriate for the body that their doctors Recommend. But with 50, 50 male and female targeting, to then get a 92% male audience in the first week is why your targeting is now up to a suggestion. This is, this is the part that people typically can't wrap their head around. And I have really good example now of. And go broad targeting on Christmas and then bam. Nailed exactly right.

[A]

This is so powerful because like this, I know we've talked about this hundreds of times on this show is obviously is like Andromeda does the targeting for you, but creative really does the targeting. But still like they know this is a male dominated campaign here for sure.

[B]

Yeah.

[A]

But would the. If you did cut off female, if you just did male in the demographic, I mean, I'm thinking, you know, between 35 and 65 plus is in that market, would it change anything? Would it enhance performance? Like you're always sort of thinking as a marketer is like, okay, we're giving the algorithm all this leeway, but is there a way or I can tweak it at all? Like, have you even tried that?

[B]

Yeah, I've, I've tried suggesting audiences and it just always goes the wrong direction.

[A]

Okay.

[B]

Um, the only thing I was thinking about is the people that are hot to trot new and I need to get in front of before anybody else has not been identified by the algorithm as a person that's interested in this. And that's kind of my edge. Okay. So if, if I can gain attraction on you because you have a great hook and hold rates and click the rates, if I can capture your attention because I'm the first thing you Saw and you're the first one to tell me. And it's the first time we've ever had this type of relationship and first time I've ever had a relationship with a person like you. And first time you've ever had a relationship with another person like me inside of a meta advertiser. If I'm the first person to make that connection, I'm the first ad they click on before to get bombarded by all my competitors. And now all my competitors are using targeting by saying, who's interested in trt? Well, all the people John found and converted. You can have some of those if you like. Yeah. Oh, now it's okay. So the female demographic, male demographic splits. When I was looking it up. I use Gemini because I like Gemini, but I was asking questions about the male and female population on TRT. It's almost a 91 9. Like we're getting 92. 8. And I mean, it's nailing it. And this is. This has only been live since Christmas Eve. And so you can see a halfway point between Christmas Eve and today. Cut it in half. Our spend has gone up 33, so it's only 90 bucks. It went from 260 to 360, but our conversions went up or, sorry, our cost per conversion went down 85 for a new customer. Went from 268 down to 39 bucks for a new. A new TRT customer.

[A]

39 NCAC on TRT.

[B]

And we gained 800 more new customers this last week.

[A]

Fantastic.

[B]

So everything is heading directly in the right direction. But here's what's interesting. The reason why these campaigns are just kind of like shooting up to the moon. These three main ones, not the catch all. I'll talk about that one. Why this one is actually going to be eradicated because of the GEM model with the sticky pixel, but because these are all scaling up really fast and going from 88, 265 down to 50, 40, 30. I mean, we're gaining new prescription customers as sub 50 bucks now. Like, this is fantastic stuff in the first, first week because I didn't do anything but make sure that my brand messaging to the sticky pixel was in a logical sequence to a sale. What we mean by that is if you look at all of these campaigns, let me just take off the targeting or take off the before and after. And if you sort descending by spend, one thing that sticks out is 178 of the 350 out of 44 ads. Well, actually, it's more than that. If you look at the amount Spending here, these two here, the two top ads that are the same ad because I have two different campaigns using the same ads because they can overlap. But now we have 900 out of the $2,600 that's going to the two same ads. What are those ads? Well, we know the main question from the Sticky Pixel audience is where do the medications come from? So is it any shock to anybody that the best performing ads are the ones that say $264 for a five month supply. Is this with a real doctor? Seems kind of shady.

[A]

We used to call these objection killer ads back in the old e comm ad amplifier days. But now it's like the ecom ad amplifier. We don't separate out traffic obviously just sending to the same broad audiences because Meta knows exactly who to target but it is consistent. So it's the Sticky Pixel. It's the next step after all. Right. You got this stuff. It's cheap but it sounds too good to be true. Let me overcome that objection with a video. I assume this is a video and it hits like a couple of different. I know we've done these videos, I haven't actually seen them but yeah, I assume they hit a couple of those top objections to the sale which you got from, you know, their customer success or their client services or even their salespeople.

[B]

Yep. And 34 hook rates. They start off perfectly well. Now this is also a shout out to Lauren and her team in tier 11 for the creative because they are creative. Unbelievable creative. It's, it's. I've, I've had a few rounds of massive creative updates from Lauren and her team and they have literally hit the mark on the head every single time. I, I can prove that with data and I've spent millions on it. So yes, I know that. But here's what's funny is I, by.

[A]

The way, best decision we ever made.

[B]

I know, right.

[A]

With them about a year ago, Loft 3 to 5. Lauren Schwartz and her team, amazing creative team we got here. So anyway, yep.

[B]

So here's what's cool is we gave it 231 ads in these four campaigns. There's 231 variations that the Sticky Pixel could have engaged with. It's not out of just happenstance that the majority of the users in the main kind of two big campaigns all want to know is this shit legit? Yeah. Because we've spent a half million dollars telling people that it's cheap. What's the next thing they're going to say? That sounds good. Is it any good. Very logical. Now we have a very concerted effort with this. What I mean by that is we have spent or what we're doing is we are ramping up and we're spending the amount of money here. We have the four new, four new campaigns. These four campaigns are all getting ad spend increases like crazy. Now we're all just ramping up 100 or 300% each one of these ads in the last like day or so. So we're looking at like essentially yesterday compared to the previous period because it's working so well. We're just like 50%, 50%, 60%. We're just going to keep going. This thing is just going to go up, up, up, up, up, up. And it's going to overtake this main ad campaign here. So we're going to get this up to about 6, 7, 8, 10, 12, 15 grand a day. Like that's how, that's what we're on track to do. That's the plan. And what's interesting about this is because we took this new approach with these users. A byproduct of this is remember that main campaign here that generated all these users? Yeah. Well, we're now spending 0.19% difference, 100 bucks difference on these people. And now the completed registrations are going from $19 down to $17. So it's a 7% decrease in the cost per result. And now we have 8.5% more. So we have 246 more leads for 100 bucks.

[A]

Hey, real quick, if you're looking to get your brand in front of growth minded marketers, CMOs, directors of marketing and agency owners, we're opening up our sponsorship spots for Q1 and Q2 of next year. Get in front of a quarter of a million markers every single month at Perpetual Traffic. All you have to do is head on over to perpetualtraffic.com for the details or check out the link in the show notes to apply.

[B]

Why did that happen? Because this audience here that built everyone, we are now speaking to them better over taking that campaign. We're bringing them into the new era of what this company is needing to portray as a brand messaging. And the old audience that was halfway disengaged saw the new ads that says, hey, yes, it's cheap, but you talked with a doctor, there's blood work, I mean all this stuff, it's legit, like, oh, I'm good now. And the top line performance that we see now, this is again the Christmas Eve we were. And I have this improved So I just can't show the email because you'll see all the people on that work there and everything. But we were averaging about 300 to 340 on average. And now we're kind of breaking through the over 400 leads per day. And this has all happened with a total ad spend increase of 350 bucks. So we generate 50 more leads on average per day with a weekly increase of 0.62% NAS spend. Why? Because the sticky pixel of the massive half million dollars worth of users, we're loving on them more and we're bringing them to the promised land. We are not chucking them out the window and say, let's try something else. That is how we accelerate a company growth for a very nominal increase. And that's been by doing better, diversified, creative, answering questions and actually telling these people who we are and why we're important and why they should care.

[A]

This is like a feeder strategy really like with the registration and then go to the bot. This is like there. This like, what's, what's new is like, is old to a certain degree. Remember, I don't know if you remember this. In 2013, 2014, the whole thing was you had to train the pixel on whatever step it was before the stuff that you actually wanted and then create other ads. So you would create like a lead ad and then you would create an add to cart, you know, campaign. An add to cart campaign. And then you create a purchase campaign and they all sort of fed each other, but you had to do it manually. You did it with custom audiences. Now you don't do any of that.

[B]

It's all, I don't do the ads. But you just skip the media buying portion of that journey and you just, you still have to follow the process. And I remember someone you and I have known for over 10 years where it's like, we should probably do something like a Pixel Content Lead Magnet Tripwire Core Offer Value Optimizer, Ascension Cap. Right.

[A]

He doesn't subscribe to that anymore, though he's. So far.

[B]

We'd like to thank our future sponsor, Ryan Deiss for his future contribution to our show.

[A]

He's the one got me into this. That was the first information product I ever bought, by the way. 43 split tests by Ryan Dice.

[B]

Yeah, it's amazing. Yeah. And then I got me a lead magnet and I was hooked.

[A]

Yeah, it's good. No, this is, this is like, this is the way that it should work, but it's much easier to set up. And logically you think about it. It's like, how do humans buy? They don't buy all at once. It's like they want to feel like they're controlling their own destiny. And you're, you're doing that, but you are, you are in it's informed advertising on the second step. Right. And that's the key. The interesting part of this is that it's a video on that, the one that's getting all the ad spend on the conversion campaign for the purchase. How did you guys come up with that? Was it because there's a lot of ads in there? Working with Lauren and her team, Was it their suggestion? Was it the client's suggestion? How did that all sort of come about?

[B]

Yeah, so Lauren did a really good understanding of like, here's the messaging that they've been receiving lately. And Lauren and her team are fantastic in saying like, hey, here's some of the angles that we can attack based on the feedback. Because the, the, the, the your or sorry, the, the frequent ask questions, the FAQs, they're not exactly like, no, I hate you guys and you know, I'm never going to buy from you. It was like, how soon after we almost basically went down the gambit of this year by saying, where do medications come from? Am I locked into any automatic payments or contracts? Because, hey, it's cheap. So the people are concerned about, yeah, but do I have to pay you a lot of money? A long time because it's cheap, lower the quality kind of thing. And then how soon after I meet with the physician do I get my medication like sheep. And I want to. Now will I meet with the physician in order?

[A]

Does the video. I guess my question is, is, does the video address those top five? Like, yes, it does. It does.

[B]

Okay, not, not that one video, but all of these do. And although they do it. Yes. So even this one says like, do I meet with a real doctor? Because that's pretty cheap. So it's kind of shady. So that's like, yes, you, you actually do. You, you do meet with a doctor. You meet with a physician. The physician will be the person that orders a medication for you when you're approved for the treatment. Like, it's all. We're not just gonna, you know, send this stuff out of the back of a van. Like it's, it's legit. Like, don't worry. And so when you have that and you also have the founder, you have the founders, like kind of, you know, other people that are, are coming on board, like they have the founder, you have the founder's brother, he's like a famous comedian and stuff like that too. So he was involved and they were talking back and forth and addressing like hey, how does this work and why is it important? And then we also are starting to go more towards like the upper echelon type of ads. We don't believe in normal, more like abnormal. So what's funny about this is there's, there's a few ways that you can attract an audience when you're talking about health and you can say don't have trt, have trt, that's a have and have not. And then you have. The next level up is the daily feels. So you feel more energized, more youthful or you don't. The next one up is how did it change your life? I can play with my kids more. I have a better relationship with my spouse and yada yada yada versus, you know, my wife hates me and my kids don't know my name because I'm always asleep on the couch. And then the final, the final low, the final echelon that you can reach at the top is status, which is I look like a fit, rich, amazing 45 year old man that everyone wants to be with kind of thing. So you can kind of. We, we went from the it's cheap, don't have TRT is cheap. Now you got trt. So we're kind of testing the it's quality and you're going to feel good and this is how it's going to change your Life. Those are 241 ads that are going to bring everybody up to the top. But we have to answer the questions before we can bring them to the next level. Right.

[A]

You can't go right from it's cheap. And here's your transformation.

[B]

Right, Exactly.

[A]

I mean maybe some people will to a certain degree, but like here's your.

[B]

Average crt, maybe not with enclomophene, because what's that?

[A]

Yeah, right. And I would imagine the same thing applies on the GLP1 side. I mean we're obviously we're using the TRT as an example here, but GLP1, same basic strategy in a lot of ways. We, hey, we got this thing and it's cheap and then it's like, all right, well is it legit? Like all the same types of things, you went through the same sort of scenario or sort of work, you know, flow in order to determine what that conversion based ad is going to sound like and what it's going to look like and how it's going to resonate.

[B]

Exactly right. And one kind of new update to the feeder that you're going to see here is I ran these in a slight different variation of the Feeder. And you'll see that I'm actually not scaling this one campaign here because of the sticky pixel. And what I mean by that is this campaign here, when you look over to the side and you say, hey, there's, there's two main, main groups of campaigns here. I wish I can, can I grow this at all? Okay, there we go. So here's the things. This is. Yeah, right. This is a product. This is a product campaign. This one here is a single product campaign as well. This one here is a single product campaign as well. And then this campaign has all three all in one. Now this one, this was going to be originally ran as a feeder, each one of these as a feeder. However, because when you set up a campaign, you're not allowed to change the attribution settings post launch. I didn't know where, which way the feeder was going to go. Meaning were these going to just these individual campaigns? Am I just going to keep spiking up spend and is that main campaign going to be the one that converts everybody? Or can these campaigns live on their own? The only difference in the feeder strategy on meta is the seven day click, one day view, one day engage view. And I purposely left these here on their own saying, no, no, no, if you're hitting the right audience with the right ads and you have your own independent ad spend, you should be allowed to live on your own. Not have to have this one campaign kind of do all the remarketing and do all the warm traffic and scoop it up the. It started off to do that. It was 23 versus 4 versus 1 versus 4 like it started to do that. We know that happened. But what you can see is over time, these campaigns were doing such a good job at hitting the right target re engaging the right target, it started to steal away from those campaigns. So this now I can see that yes, I lost eight in the main campaign, but I gained eight up here. I gained three more up here and I gained six more up here. So I can see that this campaign here is reducing in new customer acquisition. These campaigns are increasing in new customer acquisition and this campaign here is no longer going to be needed because these are such three different diversified users that they would not be remarketed to by the main campaign. I didn't know that at the time. They're all three health, but they are fairly unique. Enough that they can live on their own. And now I have three independent campaigns where now a client can call up and say John, give me more TRT customers. Yeah, give me less. And Clomiphene, you know. Exactly. Right now we can control this.

[A]

And because they're, they're, they are basically going like that one master, like I look at the registrations as like the feeder I guess and then the other ones is the convert I guess. Exactly like how we call them. But anyway, so you've got all of the products in one that is being deduped versus the other three campaigns as well. But because the other three campaigns are so laser focused on those individual products, they'll eventually take over all the volume. That's what you're saying.

[B]

And they're. Yeah, exactly right. And they're doing that. Not only are they taking over the volume, they're actually getting a better performance. Starting from a worse performance.

[A]

Yeah.

[B]

Than the main campaign killer. So dropping, you know, we lost $200 a cost per result. Lost $14 cost per result. We lost $26 cost per result. Which now means 46, 36, 39. I mean how many more free customers do you want? That has pure LTV profitability in that.

[A]

Space for that kind of NCAC half mill and aspend.

[B]

That's outstanding.

[A]

It's just, that's crazy performance right, right there.

[B]

And so that's what's creative diversification, that you can only get through the creative at tier 11 combined with the, you know, the, what's it called, the Tier 11 data suite. So that you have your first data cap the imports to retrain the model. But yeah, I mean it's, it's good data in, good data out, good creative. I mean it's, it's, it's, it becomes very simple when you're just good at everything.

[A]

Three years ago you would have approached this completely differently. You would have been enclomiphene, TRT, GLP1 on search, on Google Search probably is my guess.

[B]

Yeah.

[A]

And you would have been in that bloody red ocean competing with everybody else.

[B]

48, 55 a click.

[A]

I was gonna say a fifty dollar click. And you're getting customers now, new customers in this space for less than a.

[B]

Cost of a click.

[A]

For less than the cost of a click.

[B]

The law of CPMs. That's what I always say, it's the law of CPMs. If you got a 10 CPM and a 10 click is your choice between you're gonna be getting a thousand people.

[A]

Or one, I don't know as if the world understands that. And when I talk to new prospective clients at your 11, they're like, yeah, we need Google from you guys. I'm like, no, no, no, no. You don't need Google because you don't want to be dealing with like all of those areas where you know, you know, Brazilian butt lift near me. Like you want to be like talking about the Brazilian butt lifts that you do in the Boston area and how you do it better in an Andromeda campaign. Because you don't want to be paying $70 a click.

[B]

No.

[A]

You know, on Google search because it just doesn't back out.

[B]

So it's, it's hard to grow a brand one at a time.

[A]

Absolutely. What you do want is you want your brand name over on the Google search side, of course, which I have to assume in this particular case with these guys. You got that? Because there is going to be a. Oh, let's Google them and see how they're doing. Obviously, like, you know, what are they all about? So there is that portion of it, but that's a tiny, tiny percentage of spend is, I'm guessing, if not at all. You're not even talking about it. So it's like relatively insignificant.

[B]

And what's funny about that too is like you do have that brand messaging that will overlay in all traffic. So what you know what's funny is the same reason why meta, you don't have to isolate each user during the stage of their funnel and bring them along to the next stage is because the, because of that sticky pixel and because they're moving along towards that CPA goal, that cost per result goal. That's how you can cost cap multiple campaigns and they influence each other. You, it's the same thing that Google's doing on, on an rlsa. They don't predict that you're going to back into a TCPRT ROAS target. They use half form traffic to predict who is the most ready to buy and then they spend on those people. So as you bring better branding to meta, you have more people that are going to be on your website, which means half the traffic inside of Google is just waiting for those people to convert. So now your aspen on Google is twice as effective because the half the users came from meta.

[A]

And so that's a super good point by the way.

[B]

Rising tides floats all ships. Yeah, and exactly right. And the reason why everyone. You like chicken sandwiches? I love chicken sandwiches.

[A]

I love chicken sandwich.

[B]

I had no idea that Chick Fil a was the original chicken sandwich. But If I am looking for a chicken sandwich and chick fil a is like, we invented that. I'm like, I'm going to you. If you were talking about literally anything like Brazilian butt lifts. If I was like the original BBB and you see that all over Facebook and then you go to Google and type in Brazilian butt lift like you said, and I'm the one that was like member worthy, original, like, oh, duh, I'm gonna go to them. Not a knockoff. Same exact effect.

[A]

You really need one, by the way, a Brazilian butt lift.

[B]

I do. I'm on TRT and GLP1 and I have no butt left, so.

[A]

Well, let's get to questions. I think people are getting some value out of this. That is my guess. We'll probably have to make a video out of this. I am going to rebroadcast this on Perpetual Traffic. It's just way too good. Anyway, I feel like I'm sort of cheating a little bit on PTA life when we rebroadcast something, but all right. Hopefully you enjoyed this week's episode. We'll continue to rebroadcast the ad labs that we do, especially if they're highly relevant to things that we're finding and testing inside the ad lab for this particular client. This is just an aggregation of all the learnings that we've put together in the last year and a half, testing over $30 million. Actually I think it's over $40 million on the Meta Andromeda update using creative diversification. And of course, if you need our help doing this, you don't want to do it yourself, you can check us out over at true11.com forward/apply. So hope you enjoyed this week's episode. Like I said, we do these every Friday, 2:30 Eastern. Myself and John and we're. That's where you get the most cutting edge stuff. We rebroadcast only the best ones here over on Perpetual Traffic. So all the links for today's show are over in the show [e-mail] and of course wherever you listen to podcasts. We appreciate a rating and a review. Helps us get out to a wider audience where we can teach people how to do this stuff the right way. Through metrics that matter and growth that scales. So on behalf of my amazing co host, Lauren E. Petrulo, till next show, see ya. You've been listening to Perpetual Traffic.