Hume Health came to us with nothing running on Google or YouTube. No account, no spend, no channel at all. Over almost two years we built it from zero into one of their largest revenue drivers, scaling to roughly $80K/day in managed spend while working hand in hand with their internal marketing team. The growth was never taken on faith. Every stage was validated with rigorous incrementality testing, so the lift in traffic and revenue was proven to be real and additive, not credit borrowed from demand they already had.

Problem Assessment

Hume Health had no account, no spend and no channel on Google or YouTube. Everything was being carried elsewhere.

For a connected health hardware brand, that concentration is a real risk. It leaves growth dependent on a single platform’s auction dynamics and targeting, with no diversification if either shifts.

There was a second, subtler problem. Hume already had meaningful brand demand. Any competent paid search build would have looked spectacular immediately, because it would have been intercepting people who were already on their way to purchase. Reported ROAS would have been enormous and largely meaningless. The channel had to be built in a way that could tell the difference between capturing existing demand and creating new demand.

Building From Zero, Deliberately

We built in sequence rather than all at once.

The first phase captured existing demand and established clean measurement, through properly structured search, a solid product feed, and Shopping and Performance Max coverage across the range. Modest budget, disciplined targets, and a clear baseline.

That baseline was the point. Before adding a single dollar of prospecting spend, we needed to know precisely what the business looked like when Google was only harvesting demand. Everything added afterwards could then be measured against it.

Scaling to $80K/Day in Managed Spend

From there, the account was scaled steadily over almost two years to roughly $80K per day in managed spend.

The pacing was deliberate. Sudden budget jumps destabilize smart bidding, reset the learning phase and produce volatility that gets misread as a demand problem. Increments were sized so the account could absorb them and hold efficiency, with structure and creative supply expanded ahead of each step rather than after it.

Almost two years of compounding is what turned a channel that did not exist into one of the largest revenue drivers in the business.

Proving YouTube Was Additive

Every stage of that growth was validated with rigorous incrementality testing.

The standard was strict. Growth was not accepted as real until testing showed the lift in traffic and revenue was genuinely additive, rather than credit borrowed from demand the brand already had. Where a campaign could not demonstrate real lift, it was restructured or cut regardless of how good its attributed return looked.

YouTube is where this mattered most, and where the numbers made the case clearly. YouTube ROAS came in at 1.7x against 1.5x on Meta, measured rather than attributed. For a channel that had been at zero less than two years earlier, that is the whole argument for diversification in one number.

Working Hand in Hand With the Internal Team

Hume’s internal marketing team ran brand, product and creative direction. We ran the Google and YouTube channel.

Video creative is the constraint on YouTube scale, and it does not get solved from outside the brand. Their team supplied product understanding and creative volume. We supplied the testing structure, the measurement standard and the media strategy. Neither side would have produced this result alone.

Where It Stands Now

Hume Health’s Google and YouTube channel produces $220K/day in revenue on roughly $80K/day in managed spend. Built from absolutely nothing, and proven additive at every stage.