How BidScript got 40x more Google AI answers: an AI Overviews case study

BidScript's appearances in Google's AI answers went from about 10 a day in June 2026 to about 400 a day in September 2026. That's a 40x increase in 3 months.

Over 6 months, its Google search impressions grew 389%. And in July 2026, BidScript was featured in The Times. Every figure comes from BidScript's own Google Search Console data. We publish relative results only, never a client's revenue.

BidScript makes bid management software for UK companies that write tenders and proposals. It's a niche where buyers research carefully and compare suppliers before they book a demo.

BidScript had a strong product but not years of SEO history behind it. It needed to show up when bid and procurement teams searched, and when they asked AI tools which bid management software to use. We started working together in April 2026, on SEO, AI search, content, digital PR and paid ads, with Foundry's founder as fractional CMO.

Seven pieces of work, in roughly this order. None of them is new on its own. Doing them together, quickly, is what moved the numbers.

1. 1Positioning and messaging: what BidScript is, who it's for and why it wins, written in buyers' words.
2. 2A content programme answering the specific questions bid teams ask, one clear page per question.
3. 3Comparison pages: clear, factual pages comparing BidScript with the alternatives, the kind of page that answers "which software should I use?".
4. 4Technical and on-page SEO: titles, structure, schema and internal links.
5. 5AI search: facts, FAQs and structured data in plain text, so Google and assistants could check and cite them.
6. 6Digital PR: the story that landed BidScript in The Times.
7. 7Google Ads and LinkedIn Ads alongside, so the sales team had demand while organic search grew.

Because BidScript's pages became the clearest answers to the questions its buyers were asking. That's our reading of it, based on what changed and when.

Google builds AI Overviews from its own search index, and it runs related searches behind the scenes to cover the different parts of a question. A search about bid management might also pull in questions about tender writing, procurement rules and software choice. BidScript had a clear page for many of those parts, each opening with a direct answer.

The comparison pages mattered because buyers ask comparison questions, and a factual comparison is easy to quote. The Times coverage mattered because it gave Google, and every other source, an independent mention that backed BidScript's claims up.

There was no special AI Overviews markup, because Google says none is needed. There was no keyword stuffing, and no pages written to game a system.

Every page answered a real question a bid team would ask, in plain English, with the answer first. The structured data matched what was on the page. The rest was ordinary SEO and PR, done quickly and in the right order.

The method, not the numbers. Every market is different, and nobody can promise the same result. But the steps work anywhere buyers research before they buy.

• Write down who you're for and why you win, in your buyers' words, and use it everywhere.
• List the questions your buyers ask, and answer each one on a clear page, answer first.
• Publish fair comparison pages. Buyers and AI tools both look for them.
• Put facts, FAQs and matching structured data in the HTML.
• Earn coverage in the press your buyers read. It backs up everything else.
• Track Google's AI answers in Search Console every month, alongside impressions and clicks.

We started in April 2026. Google AI answers began climbing in June and reached about 400 a day by September, 3 months later. Search impressions grew 389% over 6 months.

That's fast for a niche B2B market, and it came from doing several things at once rather than one thing slowly. Our AI Overviews guide has the general method if you want to start on your own pages.