Phase 1

Full-Funnel Strategy Development‍

Disrupt designed a full-funnel Google Ads strategy for Braun Plastic Surgery, focused on driving consultation form submissions as the primary conversion. By optimizing for completed forms and conversions/leads, campaigns targeted high-intent audiences likely to take actionable steps toward booking consultations.

To achieve this, each target country was separated into its own campaign, enabling precise budget allocation and detailed performance tracking by geography. The full-funnel targeting strategy included three key components: competitor conquest, which targeted audiences researching alternative clinics; surgical procedure interest, which focused on treatments particularly popular in Korea; and brand defense, aimed at capturing users who were already searching for Braun Plastic Surgery directly.

Disrupt also monitored spend distribution across procedures and used bidding strategies and campaign adjustments to ensure balanced investment for each targeted plastic surgery.

Phase 2

Keyword Research & Campaign Structuring‍

The keyword strategy centered on high-intent search terms that global audiences would use before considering surgery in Korea, rather than just the procedures. To minimize wasted spend and attract only highly relevant traffic, the campaigns utilized both phrase and exact match types.

Campaigns and ad groups were carefully structured to align with different stages of the purchase funnel, allowing for optimized click-through rates (CTR) and maximum conversion efficiency. This strategic alignment ensured that campaigns could effectively reach potential patients early in their decision-making process - at the top of the funnel (TOFU) - while also efficiently driving conversion-ready traffic at the bottom of the funnel (BOFU).

Phase 3

Campaign Execution & Optimization‍

The campaigns were launched sequentially, starting with the United States to capture immediate high-intent traffic before expanding to other countries. Throughout the campaign, Disrupt implemented daily monitoring and optimization processes. Spend, CPA, CPC, search terms, and overall campaign performance were tracked in real time, with adjustments made to improve consultation form conversions, refine keyword targeting, enhance campaign structure, and maintain cost efficiency across different procedures and regions.

Following the success of Google Ads, YouTube campaigns were introduced with a more precise targeting approach. Rather than focusing on broad reach metrics such as clicks or views, these campaigns prioritized subscriber-based targeting to ensure ads were shown to audiences more likely to become actual patients, rather than casual viewers. Each country was targeted separately to manage budget distribution effectively and prevent over-investment in regions with low CPC or CPV.

Optimization efforts for YouTube focused on lowering CPV and CPA while maximizing conversions among high-intent audiences. This performance-driven approach ensured that marketing investments were directed toward audiences most likely to engage with Braun Plastic Surgery’s services.

Phase 1

Strategy Development & Campaign Setup

Disrupt developed a Meta advertising strategy for Braun Plastic Surgery with two primary objectives: expanding brand awareness in the global market and generating new consultation leads.

The initial audience selection focused on individuals interested in plastic surgery, K-beauty, and skincare. By layering specific surgical interests, the team was able to define highly precise audience segments and improve targeting accuracy. Campaign budgets were first concentrated in the U.S. market, which served as the core test region, before gradually expanding to additional global markets based on performance insights.

To execute this strategy effectively, Disrupt utilized a combination of Meta Advantage+, Detailed Targeting, and Retargeting Audiences. These were complemented by Ad Group Budget Optimization (ABO), which enabled daily budget control and maximized overall campaign efficiency across multiple audience segments.

Phase 2

Creative Utilization & Targeted Placement‍

Disrupt carefully reviewed and selected Braun Plastic Surgery’s existing creative assets, emphasizing the unique selling points (USPs) of each surgical procedure to resonate with the most relevant audience groups.

The campaign structure was aligned by ad group, with separate groups established for body treatments, face treatments, and gender-specific targeting. This structure allowed Meta’s optimization algorithm to fine-tune delivery and performance for each audience segment more effectively.

Each ad group was further refined by layering it with corresponding audience interests, which ensured high relevance and improved conversion potential. Ad copy was also localized to suit the preferences and language nuances of each target market, enhancing communication effectiveness and driving stronger conversion intent. Through this approach, Disrupt maximized the impact of Braun’s existing creative assets while maintaining precise, audience-specific targeting to achieve both reach and conversion efficiency.

Phase 3

Campaign Optimization & Performance Monitoring‍

Before Disrupt’s involvement, Braun’s Meta Pixel had been set up to track only general page views. Disrupt upgraded the Pixel configuration to track consultation form submissions, enabling Meta’s system to optimize for audiences with stronger purchase and inquiry intent.

Optimization efforts were entirely performance-based. High-performing audience groups were retained and scaled, while low-performing or inefficient segments were promptly removed to prevent wasted spend.

Campaigns were monitored on a daily basis, with key performance indicators such as spend, CPC, and conversion rates reviewed in real time. Continuous adjustments were made to maintain cost efficiency and ensure that campaigns consistently delivered high-quality leads.

This structured, data-driven approach ultimately strengthened Braun Plastic Surgery’s brand presence, improved its consultation lead volume, and established a solid brand defense strategy across Meta platforms. By combining refined audience targeting with precise performance monitoring, Disrupt provided clear strategic direction and tangible growth in both brand awareness and online lead generation.