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Inside a 9-Year Growth Story: How Hurley Burley Achieved 300% SEO Gains and 90% Revenue Growth with Add People
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)
The Challenge
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:
- Breaking into a crowded market dominated by bigger, established jewellery brands.
- Driving sales online quickly without the trial-and-error budget that larger competitors could afford.
- Building trust and awareness with customers who had never heard of them before.
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.
Our Strategy
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:
- Start with strong revenue foundations → Use Google Shopping Ads to generate immediate, profitable sales and prove scalability.
- Expand reach and build awareness → Paid Social to attract new audiences, strengthen the brand, and create a full-funnel marketing machine.
- Secure long-term sustainability → Introduce SEO and PR to grow organic visibility, reduce reliance on paid ads, and future-proof the business.
The Results
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.
Laying the Foundations with Google Shopping Ads
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.
Scaling Up with Paid Social
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.
Investing in Long-Term Growth with SEO & PR
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.
Working with a client for over 9 years isn’t just rare it’s incredibly special. From the very first Google Shopping campaigns in 2015 to expanding into paid social in 2018 and now SEO in late 2023, it’s been a journey built on trust, transparency, and shared ambition.
— Tom, Charlotte & Cassie – Add People Team
It’s been a delight working with Add People—personally for a year and a half, and as a brand for nearly ten years! Tom, Cassie, Charlotte, and a host of experts (big shout out to Sophie!) have always been on hand with advice and support. From Google Ads and Meta ads to more recent SEO, they’ve played a huge role in our growth—through Covid and a major replatforming—always patient and attentive. It’s been a pleasure, and I highly encourage others to work with them!
— Saoirse Genoni, Hurley Burley