Nursem

// Case Studies

Nursem is a skincare brand founded by a paediatric nurse and her husband to provide soothing products for hardworking hands. 

Following seven years of development and a successful appearance on Dragon’s Den, Nursem has become a trusted name in effective, high-quality skincare.

Client

Nursem

Website

www.nursem.co.uk

The challenge

Nursem needed to scale its online presence while maintaining efficiency and profitability. The challenge lay in optimising campaigns to target the right customers, ensuring data-driven segmentation, and aligning campaign activity with clear business objectives, such as improving return on ad spend (ROAS) and maximising revenue growth.

The approach

Feed Management and Optimisation

  • Rebuilt and optimised the Google Merchant Centre product feed to ensure high-quality data, improving visibility and targeting accuracy.

  • Enhanced product-level attributes to align with best practices and support automated campaigns like Performance Max.

Custom Labels for Data-Driven Campaign Segmentation

  • Used business intelligence data (e.g., margins, stock levels, LTV) to create custom labels for precise campaign segmentation.

  • Aligned campaigns with business priorities, focusing on high-margin products and dynamic stock management with clear ROAS controls to optimise spending opportunities.

Persona Identification and Audience Targeting

  • Identified key customer personas to align campaigns with specific audience needs and behaviours.

  • Leveraged targeting on Meta and Google to engage high-value customers more efficiently.

Creative Optimisation

  • Implemented a creative testing framework to refine ad assets continuously.

  • Delivered tailored visuals and messaging that emphasised Nursem’s brand story and product benefits.

Conclusion

Through advanced feed optimisation, data-driven segmentation, and persona-led strategy, TDL supported significant eCommerce growth by aligning paid media with broader business goals. This reflects TDL’s ability to design performance campaigns that drive both scale and efficiency.

How This Strategy Can Be Applied

These principles can be tailored to suit any business looking to improve paid media performance and generate high-impact results:

  • High-Quality Data Inputs:

    Clean, structured data improves campaign targeting and supports stronger platform optimisation, particularly across Google and Meta.

  • Data-Driven Segmentation:

    Aligning media budgets with high-LTV or high-margin audiences ensures resources are focused on the most commercially valuable prospects.

  • Persona Targeting:

    Identifying and prioritising key customer personas improves relevance and drives stronger engagement across channels.

  • Creative Refinement:

    Ongoing testing and refinement of creative ensures messaging remains relevant, highlighting key value drivers such as flexibility, usability, or product innovation.

This approach creates a performance marketing engine that’s measurable, scalable, and aligned to what matters most – high-quality growth.

Google Ads

↑380%

Improvement in ROAS

↑294%

Increase in online purchase volume

↓324%

Boost in online revenue

Meta Ads

↑274%

Improvement in ROAS

↑83%

Increase in purchases

↑123%

Increase in revenue from Meta activity