Q Korean Cosmetics already had brand recognition and an active online store, but Google Ads was not contributing to consistent growth.

Previous campaigns failed to scale due to unclear structure and mixed intent. Traffic quality was inconsistent, and performance lacked predictability, making Google Ads unreliable as a growth channel in a competitive beauty market.

The challenge was to restart Google Ads from the ground up - without wasting budget - and create a setup built for scalable performance.

We treated the project as a full Google Ads rebuild rather than incremental optimisation. Our focus was on clarity, intent, and long-term scalability.

1. Rebuilt the account structure. We separated brand demand, core product categories, and expansion traffic to provide Google with clean learning signals and better control over performance.
   
2. Refined intent and traffic quality. Keyword coverage was tightened to reduce overlap and internal competition, allowing campaigns to focus on high-intent searches without aggressive bidding.
   
3. Introduced controlled scaling with Performance Max. Performance Max was implemented as a supporting layer to core Search campaigns, ensuring growth without cannibalisation or volatility.
   
4. Stabilised learning and optimisation cycles. Campaigns were given sufficient time to learn, avoiding frequent changes that could reset performance and destabilise results.

Within three months, Google Ads shifted from an underperforming channel to a stable driver of eCommerce sales.

Traffic quality improved, performance became predictable, and the account reached a stage where scaling could be done confidently. The new structure established a solid foundation for long-term growth while maintaining efficiency in a highly competitive retail environment.