Case study · Hanae Korea
Case study · US Korean skincareHow I scaled Hanae Koreafrom $0/day to $10k/dayin Google & YouTube ad spendwithin 70 days
A D2C Korean beauty brand that launched on Google with a brand new account. Daily spend reached $10k at 2.13× ROAS
$0/mo→$398k/mo revenue
from zero
0/mo→10.9k/mo purchases
from zero
01
What Hanae Korea was struggling with
×
Couldn’t scale past $400/day
First they ran it themselves
Then they hired an agency
Neither ever got past $400/day spend
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They didn’t know how to make Google & YouTube Ads work
The team knew Meta ads well
Nobody knew how to run Google & YouTube Ads
Even their previous agency didn’t really know what it was doing
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Mistakes across the account
Wrong Search and PMax settings
Broad match keywords only
No negative keywords
Target CPA bidding instead of Target ROAS
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Merchant Center and product feed were never touched
Product attributes were never added correctly
Product titles and descriptions were never optimised
Product images were left as stock photos
Shipping and returns policies were outdated
Promotions were running on the site but never set up in Merchant Center
×
No dedicated person on the account
Running it themselves didn’t work
Their agency couldn’t get past $400/day either
In the end, nobody was managing the account
×
Back to $0/day
Above $400/day they couldn’t hit their 1.8× ROAS target
Eventually they couldn’t hit 1.8× ROAS even below $400/day
So they scaled down again and again, then paused every campaign, leaving the account at $0/day
02
My solution
01
Rebuilt the account from zero
I paused all the old campaigns and left the old product feed and settings behind
New structure and campaigns, with the right settings
New Google Merchant Center and a new product feed
02
Fixed Merchant Center and the product feed
Added all missing product attributes and optimised the existing ones
Optimised every product title and description
Updated shipping and returns policies
Set up promotions in Merchant Center, giving our Shopping ads slashed-through pricing and a % OFF badge
03
Launched 2 PMax campaigns
Feed-only campaign, bringing in 90%+ of revenue through Shopping ads
A second campaign focused on Display ads
04
Added a catch-all Shopping campaign
4 ad groups, one ad group per product
Bidding: Manual CPC → Max conversion value → Target ROAS
Ad group-level Target ROAS let me decide how hard to push each product, based on its own results
05
Built a branded Search campaign
Captures all branded demand on Google Search
6 ad groups: [brand], [brand + product 1], [brand + product 2]…
Exact and phrase match only, on Manual CPC since launch
06
Launched 6 non-branded Search campaigns
2 have run since the start; 4 were launched recently for testing
5 campaigns target mid-funnel searches for the product itself
1 campaign targets top-of-funnel searches and lands people on a pre-sell educational page
BOF traffic excluded
Bidding: Manual CPC → Max conversions → Max conversion value → Target ROAS
07
Scaled YouTube via Demand Gen campaigns
17 Demand Gen campaigns running right now
Running 2 video types: UGC and AI voice-over problem explainers
Started with 1 ad group and 1 video per campaign, broad targeting
Once I found winning videos, I duplicated them into interest-targeted campaigns and scaled there as well
Used Search “Insights” to find top-converting audiences, then built more campaigns on them
Bidding: Max conversions → Target CPA. Lowered CPA targets every 1–2 weeks based on performance
03
The results
▶I refresh Google Ads live in this short video, so you know the numbers are real.
Campaign performance
