How John Horn and The Stub Group Turn Digital Advertising Chaos Into Scalable Growth

Gabriel Flores
May 16
4 min read

For John Horn, marketing isn’t about pushing buttons—it’s about solving problems.

As CEO of The Stub Group, John leads a team that helps businesses navigate the ever-changing digital ad landscape, from Google Ads and Meta campaigns to platform suspensions and scaling strategies.

Before becoming a leading voice in performance marketing, John was just like many entrepreneurs—figuring things out as he went. Brought on as employee number 1 at The Stub Group over 12 years ago, he helped grow the agency by doing the thing they now help clients do: running smart, scalable ads.

CEO at Stub Group, John Horn

From Startup to Stub Group: Turn Digital Advertising Chaos Into Scalable Growth

John’s path wasn’t a straight line. He had experience in both blue-collar and white-collar jobs before finding his fit in digital marketing.

When he joined The Stub Group, Google Ads was still relatively new to many businesses. The agency filled a massive need: helping businesses transition from traditional media (TV, radio) to the digital world.

The early days were scrappy. “We ran our own Google Ads to get Google Ads clients,” John says, helping companies turn digital advertising chaos into scalable growth.

But that hands-on experimentation paid off. The Stub Group is now a go-to performance agency for brands that want results—not fluff.

Not Every Platform Fits Every Brand—And That’s Okay

When entrepreneurs think of advertising, they often assume Google or Meta is the answer. But John cautions against jumping in blind.

“If people aren’t searching for your product—Google isn’t your platform,” he explains.

A brand selling general t-shirts, for example, might get lost in the noise. But a scuba gear company? That’s a great Google Ads candidate. People search for those products with clear purchase intent.

The key? Know your funnel!

Start with the bottom—where people are ready to buy—and only move up once you’re profitable.

How to Segment, Target, and Actually Convert Customers

John breaks down smart audience segmentation like this:

Geography: Where are your best-performing customers? Hyper-local? National pockets?
Intent: Are people looking to buy now, or just researching?
B2B vs. B2C: Different goals require different messaging.
Price Sensitivity: Are you premium or value-driven? Speak accordingly.

He uses real examples—from roofing companies targeting storm-impacted neighborhoods to knife brands marketing as lifestyle accessories.

Each strategy begins with one question: “Who are you really talking to?”

Building a Digital Story That Customers Actually Follow

Clicking on an ad is just the beginning. John stresses the importance of digital journey mapping.

“If someone lands on your site, where do they go next? And does it make sense?”

He recommends:

Creating obvious, guided paths (“Our Story,” “Shop Our Best Sellers”)
Always including clear CTAs (“Buy Now,” “Get a Free Quote”)
Removing distractions like social icons from key areas

Even subtle choices—like button text or image placement—can impact conversion rates.

Professional Digital Ads

The Hidden Power of Google Analytics and Heatmaps

Want to know how users behave on your site?

Use GA4 (perviously known as Google Analytics) and Microsoft Clarity.

GA4 helps track traffic sources and conversion performance
Clarity shows heatmaps and session recordings, revealing friction points, broken elements, and missed opportunities

“You’d be surprised what customers see that you don’t,” John says.

Ad Account Suspensions: The Silent Killer of Online Growth

In 2023 alone, Google suspended 39 million ad accounts. That’s not a typo.

And while many deserved it (scammers, malicious actors), John warns that "legitimate businesses get caught in the crossfire all the time"—often without explanation.

The Stub Group built a dedicated team to help businesses: