Digital Advertising Expert John Horn Exposes Why Your Ad Spend Is Failing and How to Fix It Fast

Are you pouring thousands into digital ads but barely seeing a return?

You're not alone. In today's brutally competitive market, most ad budgets bleed cash without results. But it doesn’t have to be this way.

On The Deep Wealth Podcast, post-exit entrepreneur Jeffrey Feldberg sits down with digital ad authority John Horn, CEO of Stub Group, who reveals why your ad spend is failing—and what to do about it.

Why Most Ad Campaigns Crash and Burn

The biggest myth in digital advertising? That platforms or agencies are to blame for your poor results. According to John, the real culprit is much simpler: broken fundamentals.

"Most ad spend fails because the fundamentals are broken before a single dollar is spent."

What does that mean? Entrepreneurs often skip the hard work of product-market fit, clear messaging, and user experience. They chase trends like "AI-powered" solutions without first nailing their offer. But as John makes clear, no algorithm can fix a bad funnel.

The #1 Leak: Your Landing Page

You've crafted a killer ad. It’s getting clicks. But conversions? Nada.

John says the most overlooked failure point is the landing page. Even with strong ads, if your website doesn’t load fast, make sense, and drive action, your spend is being flushed down the drain.

"I see brands spend a ton on ads, then send traffic to a subpar experience that doesn't communicate who they are or why people should buy."

Want a quick win? Audit your landing page. Make sure it's mobile-friendly, has a clear call-to-action, and reinforces trust. This single change can double your conversions.

Why Imperfect Video Outperforms Perfection

In a world of polished studio ads, authenticity stands out. John shares how low-budget, user-generated videos filmed on an iPhone often outperform expensive production.

"People want authenticity. They want to see the face behind the business. That kind of connection builds trust faster than anything."

You don’t need a film crew. You need your story, your face, and a customer pain point. Speak directly to the problem and offer value. Post it to YouTube, TikTok, and your landing pages. It’s free and shockingly effective.

AI Is Disrupting Search—Here’s What To Do

John calls it the Wild West: more users are starting searches with ChatGPT, Perplexity, and Gemini instead of Google. The opportunity? Massive. But the risk? Also real.

"The trajectory of AI search is growing fast. If you're not thinking about how to show up in these platforms, you're going to fall behind."

Still, John warns: don’t ditch Google or Meta just yet. Instead, double down on what works while exploring AI search strategies. How? Publish value-rich content—especially video—that addresses real questions. Stub Group’s own YouTube videos are now appearing as top AI search results. Yours could be too.

The Metrics That Actually Matter

Forget impressions and CTR. If you’re measuring success with vanity metrics, you’re playing the wrong game.

"Clicks don’t pay the bills. Revenue does."

John breaks down two sets of KPIs:

In-Channel Metrics:

• Cost Per Lead (CPL)

• Return on Ad Spend (ROAS)

• Conversion Rate

Out-of-Channel Metrics:

• Media Efficiency Ratio (Revenue ÷ Marketing Spend)

• Customer Acquisition Cost (CAC)

• Lifetime Value (LTV)

These are the metrics that tie spend to strategy. If your agency isn’t talking about them, it’s time to rethink who you’re working with.

How to Choose (or Fire) Your Ad Agency

Think your agency is doing fine because your impressions are high? Think again.

John outlines 3 red flags every entrepreneur should know:

1. No Reputation – If they can’t show client wins or credentials like Google Premier Partner, run.

2. Cookie-Cutter Strategy – Real agencies tailor campaigns to your market, not a one-size-fits-all template.

3. Vanity Metric Obsession – If your agency brags about clicks but ignores cost per sale, it’s time to move on.

A good agency asks the tough questions. What’s your goal? What sets you apart? How do we measure ROI together? If you're not hearing those questions, you're talking to the wrong team.

What to Do at Every Stage

Whether you’re in startup mode or scaling toward an exit, John delivers a clear game plan:

Early-Stage? Focus on free, high-ROI actions like consistent content and video marketing. Build trust and audience first.

Established? Strategic ad spend is your scale engine. Identify untapped segments, test platforms like Google, Meta, and YouTube, and track your efficiency relentlessly.

"If you’ve got product-market fit and a working funnel, paid traffic becomes rocket fuel."

Don’t Build on Rented Land

Here’s the harsh truth: platforms don’t owe you anything. John has seen businesses collapse after sudden account suspensions or algorithm shifts.

"Google is so big, you’re guilty until proven innocent. They won’t tell you what went wrong."

Diversify your presence. Most importantly, own your list. Use social to attract. Use email to convert and retain.

Final Thoughts: Outsmart, Don’t Outspend

John Horn isn’t offering a magic button. He’s offering a playbook that works—if you’re willing to do the work. Know your numbers. Respect the fundamentals. Stop chasing shiny objects and master what actually moves the needle.

"The basics still work. You just have to do them better than everyone else."

If you’re done wasting money and ready to scale smarter, listen to Episode 446 of The Deep Wealth Podcast. You’ll walk away with a new lens on advertising—and the confidence to fix what’s broken.

👉 Listen now and transform your ad results

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