# John Joe Smith

John Joe Smith shares WasteNot case studies about helping ecommerce brands reduce Meta ad spend reaching existing customers through better audience exclusions.

- Profile: https://b2binfluencer.marketing/creators/john-joe-smith/
- LinkedIn: https://www.linkedin.com/in/john-joe-smith-11306b38
- LinkedIn followers: 3,291
- Topics: paid-ads, meta-ads
- Based on 9 dated posts, latest 2026-07-15

## Summary

John Joe Smith is most useful for WasteNot case studies on Meta ad exclusions for ecommerce brands.

- Best for: A DTC ecommerce brand wanting a case-study webinar on reducing wasted Meta ad spend.
- Not for: A B2B payments platform needing chargeback, fraud prevention, finance operations, or technical tutorial.
- Check first: Ask for evidence of failed setups, independent verification of results, media kit, rates, and partnership route.

### Takeaways

- Cozy Earth post says spending on existing customers fell 59% in 30 days.
- Portland Leather Goods post reports new customers' share of purchases rose from 49% to 82%.
- HEYSHAPE post describes a test campaign before exclusions were expanded across top-of-funnel campaigns.

## Main ideas

- **Standard exclusion stacks fail at scale, so ad budgets keep reaching past customers**: Each case study starts from the same claim: a brand layers all the conventional exclusions and still pays to advertise to customers it already has. The mechanisms differ — CSV uploads, email-platform automations, native ad-platform tools, manual workflows and SOPs — but the outcome Smith describes is identical. Across three different repeat-purchase situations, Smith presents leakage as a systemic condition of DTC prospecting, not one brand's mistake.
- **The fix is cleaner data and live syncing, not another exclusion layer**: Smith's proposed correction is not to add more lists but to change what exclusions run on and how quickly they update. The posts describe connecting a brand's ecommerce, email and ad accounts so exclusions run continuously on cleaner identifiers, replacing manual imports and showing which spend reached net-new customers.
- **Adoption should be a short integration followed by one test campaign, then a rollout**: The posts present implementation as a practical sequence: integrate, test one campaign, then apply exclusions across the brand's top-of-funnel spend. Each case gives a setup time, framing the decision as low-commitment enough to test.
- **Spending more and acquiring more efficiently can happen at the same time**: A recurring argument is that clean exclusions let a brand scale budget without the usual efficiency penalty. Smith says the extra spend continues to bring in net-new customers instead of buying back repeat buyers and inflating acquisition cost — the outcome a brand evaluating a scale-up cares about most.
- **Acquisition health should be judged on new-customer metrics, not platform-attributed purchases**: Smith argues that the leak is invisible in the numbers brands normally trust because the ad platform keeps crediting purchases to people who already bought. The posts track new-customer share of purchases, nCAC, new-customer ROAS and the percentage of budget going to existing customers — buyer-side measures rather than platform-reported conversions.
- **Proof is delivered as a repeatable case study carrying the customer's own words**: Smith's consistent format — name the leak, list the failed alternatives, show the setup, report the metrics, then let the operator speak — prioritizes documented outcomes and customer voice over product description. The results are broad, but marketers should ask for evidence from brands that saw no improvement; the posts present reported wins only.

## Work to read

- [WasteNot case study: Cozy Earth stops Meta spend leaking to existing customers](https://www.linkedin.com/posts/john-joe-smith-11306b38_pumped-to-share-our-latest-wastenot-case-activity-7450203833034567699-JxWX)
- [WasteNot case study: HEYSHAPE resets new-customer acquisition after exclusions break](https://www.linkedin.com/posts/john-joe-smith-11306b38_pumped-to-share-more-about-wastenots-work-activity-7452378137096810496-Scrp)
- [WasteNot case study: Portland Leather Goods raises new-customer share from 49% to 82%](https://www.linkedin.com/posts/john-joe-smith-11306b38_wastenot-x-portland-leather-goods-plg-activity-7442216177722064896-laBQ)

## Brand relationships

- **WasteNot** (disclosed_partnership)
- **Cozy Earth** (client)
- **HEYSHAPE** (client)
- **Portland Leather Goods** (client)
- **Jones Road Beauty** (mention)

## Partnerships

No partnership or sponsorship offer appears in Smith’s three available posts: WasteNot customer case studies on Cozy Earth, HEYSHAPE, and Portland Leather Goods, written to show how the product fixes Meta ad exclusions rather than to promote bookable formats. Smith’s client write-ups include named brands, quantified results, and client quotes, making a co-authored case study or product-focused webinar a closer fit than a standard sponsored post. Before planning a campaign, ask Smith or WasteNot for a media kit, rates, deliverables, an intake process, and confirmation of available partnership options; any arrangement and its scope would need to be negotiated.

## Alternatives

- Josh Henry-Hicks: Choose Josh Henry-Hicks when a DTC brand wants a diagnostic it can run on its own account before choosing a tool, rather than three named client outcomes. For the same exclusion-efficiency decision, Smith's posts describe auditing around 20 brands a month and finding roughly 90% with a shrinking share of new customers. They then offer a checklist: move to manual campaigns, aggressively exclude existing and engaged segments, use ViewContent as the conversion event to pull higher-intent traffic up funnel, validate traffic quality in analytics, and tighten brand exclusions in PMAX. A webinar that teaches attendees to locate their own leak fits this material more directly than a series of vendor case studies.
- Mark Tran: Choose Mark Tran when the harder problem is the argument inside the brand: the best-looking Meta campaign is recycling existing demand, and the owner needs to accept that reported ROAS will fall on purpose. For a campaign aimed at the same exclusion-efficiency decision, one post examines a cricket store and a tennis store, each running one Advantage+ campaign with broad targeting, campaign budget optimisation, and no existing-customer exclusions. Both campaigns reported strong ROAS and low customer acquisition cost, but closer inspection showed a large share of “new” sales were returning buyers. The suggested fixes are to separate new from returning customers, exclude past buyers from prospecting, and push retention into email and SMS. This is closer to the measurement and budget-allocation conversation a webinar audience may need.
- Phil Kiel: Choose Phil Kiel when the constraint behind wasted spend is creative volume or attribution visibility, rather than exclusions. One post addresses a founder acting as the sole creative producer for a 30k/month account, aiming for five ads a week but producing one in a month. It recommends aiming for two conceptually different ads a week, choosing two or three core pillars, and running a fixed weekly routine. The other explains last-click attribution: a customer sees a Meta ad, searches the brand on Google, buys through Google Shopping, and Meta gets no credit, so budget shifts to Google and top-of-funnel demand dries up. The fix is to set up custom conversions for Google and Klaviyo referral traffic and branded Google Shopping traffic. If the brand's real blocker is producing enough distinct ads or proving what Meta contributes, this material answers the decision better than exclusion case studies.

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AI-assisted summary of public posts. Audience demographics are not available. Engagement appears only where we checked recent posts. Method: https://b2binfluencer.marketing/methodology/