The short answer
Start where your target buyers actually research: lead with Naver for broad Korean reach and local trust, then add Google for mobile, younger, video-driven intent.
When entering Korea, search budget usually splits between Naver and Google. The question is not which is 'better' but which to lead with for your audience, and how to sequence the second.
Naver remains the default research surface for many Korean buyers, with its own blog, cafe, and shopping ecosystem that rewards genuine Korean-language content and local trust signals — not translated pages. For broad consumer reach it is usually the starting point.
Google has grown on mobile, YouTube, and among younger, globally-minded users. For video-led categories, app installs, or B2B intent, it often deserves equal or leading weight.
The practical approach: define one CPA target, run a controlled test on both, and let qualified pipeline — not platform preference — decide the mix. Unify conversion definitions across the two so contribution isn't double-counted.