The Tier 11 Manifesto

To Purpose-Driven Business Leaders,

Historically, we’ve been known as a Facebook (now Meta) advertising agency for our mad skills.

But we’ve changed, mainly because you as a business have most likely changed as well.

After being the first Facebook ad agency on the planet in 2013, we have realized that Meta ads are just ONE tool in the digital marketing toolbox. Meta is a powerful tool, no doubt. But in combination with the four pillars of digital marketing, Meta, plus the other tools, can make your business unstoppable

The main goal of that toolbox is not to ”spend money on ads”—no, that's what other marketing/advertising agencies do.

Our goal is to leverage the most high-impact digital marketing tools to build and scale your business, which in turn, will ultimately exert global influence and positively affect people. 

In short, we focus on the 80/20 of digital marketing to achieve your goals. 

And when you sell more of your stuff to the people who need it and want it—or maybe didn't even know they needed it until they saw your product or service—and they enjoy it so much that it makes their lives better…

…then you are, in fact, a purpose-driven business

Whether it's a “high performance sealant” for automobiles and RVs, you are raising money to cure children born with cleft palates, or selling badass airtight and watertight hard cases that don't suck - these are all purpose-driven businesses.

Their products make people’s lives BETTER.

Even the hard case company… ;-)

You might say; “marketing agencies just trick gullible consumers to help crappy companies sell more crappy products to a society hell-bent on overconsumption.”

I’ve heard that. And you may be right.

But we don’t think so. 

We think we are doing work that helps millions of people enjoy and live better lives because we match them with our client’s products and services, thereby…making the world a better place to live. 

Too ‘woo-woo’ for you? 

Yes, it is a bit woo-woo.

But we figure if you’re going to spend 50-60 hours at a job working your ass off each week, you should actually have a higher purpose than just making money to pay the mortgage. 

We believe businesses should be on this earth to do what I said above. 

Which is probably why our people love working here

And it’s probably the reason why we have clients who have been with us for nearly ten years.

So if all that doesn’t match what you’re looking for in a marketing partner…

Then we aren’t the right choice for you. 

At last count, there were over 433,000 agencies in the world.

I suggest you go find one of them.

So getting back to my original point…we are no longer a “Facebook ad agency.” 

Our true aim is to help you, as a purpose-driven business, achieve your vision. We help you do that through ALL the tools—not just one tool. 

And we decide which ones will get you there.

In our fifteen years of doing this, we know we are far more capable than you of picking the tools that will most effectively and efficiently reach as many of your potential customers as possible.

I mean, that IS why you hire a company to do your marketing, right?

If you order a chicken sandwich at a Chik Fil A drive-through, you don’t get out of your car, trapse into the store, and tell the line chef how to cook it, do you?

Of course, you don’t. You order it with the help of the iPad-toting customer service millennial, pay for it, drive to the pick-up window to get it, and then eat it.

If you think to yourself, “Yeah, Ralph, that sounds great, but all I want is for you to run my Meta ads.” 

Then again, we are NOT your agency. 

See the above on the other 433,000 agencies…

I guarantee that most of them would be happy to sell you Facebook ads and get you your “3X ROAS” you probably think you need. 

However…if you want a true partnership with someone who will: 

  • Tell you precisely what marketing services you need - as well as which ones you don’t need… 
  • Communicate to you in no uncertain terms exactly how your marketing is working (or not working) through the best possible attribution and dat tools on the planet...
  • Measure your actual nCAC (new customer acquisition) - instead of pumping you up with fake ROAS reports to make themselves look good…
  • Actually help you acquire more new customers and enhance their lifetime value so that you achieve your vision as a business…

Then you’re in the right place.

Welcome to Tier 11. 

Ralph Burns
Founder and CEO

But, before we get married...

...we should date a little bit first.

So, there are a few things you should know about us as a company.

We are in fact, different. 

Yes, a lot of agencies say that.

But they’re lying. 

We are not.

The Tier 11 Objective

Our objective is to help purpose-driven businesses achieve their vision.

“Vision” is a funny thing as it’s different for every business. That vision may be one of the ones listed above. 

Or it may be for you to build the business in order to sell it in three years or ten years. 

It may be to hit your first one million dollar month in sales. 

Or to sell a thousand units of your product in a day.

Those may not be the company's vision per se…those are more along the lines of “goals”. But regardless they are critically important goals for us to know so we are completely aligned in what we are trying to do together.

Armed with those goals, we can laser-focus our team on achieving not only the business's vision but also the business owner's or business team's collective vision and goals. 

So we take what we do very seriously, because your company’s vision and its goals are very serious things.

Those are the reasons why companies entrust us with their digital marketing. It’s not to just “buy ads” - that’s just one means to achieve the goal and therefore, achieve the vision.

And since we have the power to influence the entirety of the world’s population on a daily basis through the online channels we have mastered, we take this power very seriously. 

As with great power comes great responsibility...just like Spiderman.

Because of this power, we only work with businesses that share our core values, which is why we have this page on our website.

Here they are…

The Tier 11 Core Values

  • Our core values encompass five words: smart, healthy ego, intiative, radical candor and precise.
  • We believe that if you’re going to do something, we must do it with the goal of being the best in the world at it…otherwise, what’s the point?
  • We believe in connection, full disclosure, open communication, and transparency in all things we do.
  • We believe in “under-promising and over-delivering” and never overpromise and underdeliver, but at the end of the day, we deliver as promised.
  • We believe in doing what we say…and saying what we do. 
  • We believe that the digital marketing landscape is constantly shifting and with it, we must constantly shift. So we stay ahead, innovate and pivot along the way, and we advise your business to do this as well. 
  • We believe that when we are at a moral or ethical crossroads, we must ask ourselves one simple question: what is the right thing to do even if it costs US money?
  • We believe that it’s better to be: humble than haughty, confident than cocky, self-effacing than self-absorbed, proactive than reactive, copious than careless,  scrupulous than dishonest, hungry than contented, collaborative than confrontational, innovative than traditional, solution-oriented than problem-centric, independent than dependent, exceptional than expected and extraordinary than ordinary.
  • We also believe in doing things to the absolute best of our ability...because we simply couldn’t imagine doing it any other way.
  • We believe that we should always do the thing that’s in the best interest of our clients; in fact, we would rather tell you to do something that hurts us, instead of us ever doing something that hurts you. 
  • We hold ourselves accountable, we expect you to hold us accountable, and we’ll hold you accountable to take the actions necessary for our collective success.

The Tier 11 Client Profile

Who We Work With:

  • Clients who have awesome, purpose-driven, transformative products or services...but maybe the world just doesn’t know it quite yet.
  • Clients who want to be the best and unlock their business potential so they can achieve their vision.
  • Clients who we truly like being with (cool and probably a tad nerdy).
  • Clients who have realistic expectations for return on our services.
  • Clients who have a long-term view of their business.
  • Clients who deeply care about their customers.
  • Clients who like meetings under 30 minutes.
  • Clients who understand that he/she who is willing and able to pay more for a new customer...wins.
  • Clients who understand the greatest traffic in the world will never cure a crappy offer.
  • Clients who set aside their biases and are open-minded.
  • Clients who share our morals (honest and open) and values (lots of integrity).
  • Clients who have a holistic view of their marketing and don’t focus on one channel over another.
  • Clients who treat us with respect.
  • Clients who are willing and open to change based on our feedback.
  • Clients who value Lifetime Value over Average Order Value.
  • Clients who assume good intentions.

Who We DON'T Work With:

  • Clients who are assholes.
  • Clients who have no clue about their own business numbers and metrics. 
  • Clients who just have an offer and not a real business (stick with Amazon or drop-shipping please).
  • Clients who just “want a 3X ROAS” and have no clue what that actually means.
  • Clients who have poor or non-existent communication skills.
  • Clients who are control freaks and don’t allow us to do what we do best.
  • Clients who have unrealistic expectation for return on our services.
  • Clients who have deceptive, scammy, low quality products or services.
  • Clients whose products we do not believe in and are not in line with our Manifesto.
  • Clients who can’t let go of their ads management.
  • Clients who are not prepared to work with us, even though they think they are.
  • Clients who don’t look at our services as an investment in unlocking their business growth.
  • Clients who demand performance guarantees (sorry, it just doesn’t work that way).
  • Clients who say things such as "I could hire someone in my warehouse to do this for less.” Maybe you could, so go hire them then…
  • Clients who think we are magicians and aren’t committed to working on a solution.
  • Clients who are hard-headed and resist change.
  • Clients who don't trust us.
  • Clients who don’t empower us to do what’s needed.
  • Clients who assume bad intentions.
  • Clients who want immediate results i.e., "I need 6x ROAS on Day 1!"
  • Clients who try to micro-manage us.

The Tier 11 Client Avatar

A client who meets the “Who We Work With” profile above and shares our Core Values. In addition, if you’re a high 7-figure, 8-figure or 9-figure purpose-driven businesses who wants to achieve their vision, then we need to talk.

Having a proven online sales funnel will help speed this growth, but more importantly, if you are a company that meets the above profile, we’d like to talk to you about unlocking your online potential.


To that end, we partner with purpose-driven businesses who want our help in achieving their vision.