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Hurley Burley, a personalised jewellery brand, partnered with Add People in 2015 to launch their very first Google Shopping campaigns. What started as two mums with a dream has grown into a 9-year journey of multi-channel digital marketing success — spanning Google Ads, Paid Social, and SEO.
By scaling the right strategies at the right time, Add People helped Hurley Burley achieve record-breaking revenue growth, boost organic visibility, and ultimately transition from startup success to an established brand now under new ownership.
Company
Hurley Burley is a UK jewellery brand creating meaningful, personalised pieces at accessible prices since 2009.
Location
London, UK
Industry
Jewellery
Services
traffic value increase
(SEO & PR)
revenue growth YoY
(Paid Social)
YoY Black Friday/Cyber Monday sales
(Google Shopping)
Hurley Burley launched in 2009 as two mums with a dream to create meaningful, personalised jewellery at accessible prices. With no digital marketing experience and limited resources, they faced the daunting task of turning a passion project into a sustainable business.
The challenges were clear:
The founders knew they had the ambition, but they needed a digital partner who could not only deliver results, but also guide them through the fast-changing world of online marketing.
From the outset, Add People knew that Hurley Burley’s success would depend on timing and focus. Instead of trying to do everything at once, the plan was to introduce digital marketing channels in phases — aligning each step with the business’s stage of growth and long-term goals.
Our guiding principles were:
Our solution was to roll out a phased plan — starting with Google Shopping Ads, then scaling with Paid Social, and finally securing long-term growth through SEO and PR.
The Results
year on year record breaking increase on Black Friday & Cyber Monday
How We Achieved This
In 2015, Add People launched Hurley Burley’s first Google Shopping campaigns, putting their personalised jewellery in front of high-intent shoppers. Within months, sales and revenue were climbing above ROAS targets.
Over the next three years, structured campaigns and smart bidding made Google Shopping the cornerstone of their growth, with record-breaking results during peak shopping periods.
The Results
revenue increase year on year
accounts reach year on year
How We Achieved This
By 2018, Hurley Burley was ready to scale. Add People introduced Paid Social to expand reach and nurture new audiences across Facebook and Instagram.
A mix of prospecting, retargeting, and seasonal lead generation built a full-funnel strategy that kept sales growing — even through the pandemic.
The Results
traffic value increase
keywords improved in ranking on Google
new keywords ranking on page 1
new pieces of PR coverage
How We Achieved This
In 2023, Add People launched a comprehensive SEO and PR strategy to strengthen organic visibility and reduce reliance on paid channels.
The focus: commercial content, mobile optimisation, and seasonal PR outreach around key gifting occasions.
— Tom, Charlotte & Cassie – Add People Team
— Saoirse Genoni, Hurley Burley
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