In June, Ruh AI spent $9,001 on Google Ads. In August it spent nothing. Over the same period organic leads went from six a week to twenty, and ChatGPT became the second largest source of them. This is a first-party case study: we did it to ourselves, and every number below names the instrument it came from.
Data as of August 2026. Google Search Console complete through 28 August.
Not a campaign. A system brought online in stages, which matters because the dates are checkable and the citation chart inflects on one of them.
The drip starts shipping pages continuously. Bing's AI answers had never cited the site before this date. A flat zero on the chart.
First strategy brief on 23 July. From 4 August every action ships against a frozen baseline, so each change can be measured net of the site's own drift.
963 citations a day across 104 pages. 20 organic leads in the week of 24 August. Paid spend nil since early in the month.
Ads were paused in early July on purpose, to find out whether organic could carry the pipeline on its own. The weekly series answered it: the week of 24 August produced twenty organic leads from sixteen distinct companies, a series record. Across August, 48 form submissions from 36 unique companies.
Priced honestly, that is $23,148 a month of ad-equivalent value, using the $643 cost per lead we measured from our own June spend rather than an index average. Over 90 days: 99 leads and 34 demo bookings.
The live page, not a mockup. One purpose-built page on ruh.ai produced 36 enquiries in 90 days while the contact page produced 31 and every blog post produced none.
A flat zero on the chart. That is the week the automated publishing pipeline went live, the phase of the system that ships pages continuously. Eleven weeks later, Bing's AI answers cite 104 of the site's pages 963 times a day.
Drawn from the readings in Bing Webmaster Tools, operator-read 31 August 2026. Within August the multiple is peak to peak: 292 to 963 citations, 3.3x, and 50 to 104 pages, 2.1x. We do not compute growth from the 1 August reading of 32, which was a Saturday trough.
Roughly 24% of the last 30 days of leads arrived from chatgpt.com, behind Google and ahead of direct. Alongside the human traffic, 1,417 AI-agent pageviews in 90 days against 16,248 human ones.
ChatGPT retrieves web results through Bing's index, so Bing visibility is the supply line. Average position 6.1 on Bing against 19.5 on Google. The index AI assistants read ranks us three times better, which is consistent with ChatGPT being our number two source. We are not calling it proof.
| Bing, five weeks | 27 Jul | 17 Aug | change |
|---|---|---|---|
| Impressions per week | 7,227 | 13,079 | +81% |
| Clicks per week | 300 | 711 | +137% |
| Keywords ranking | 970 | 1,484 | +53% |
| Average position | 6.2 | 6.1 | held while volume grew |
August totals to 28 Aug: 44,237 Bing impressions, 2,102 clicks, 1,389 keywords in Bing's top 10. Tracking began 27 July, so this is five weeks and we do not claim longer.
14 of 18 checked keywords confirmed cited, including the ROM cluster, commercial glazing estimating software, and catch basin in construction. Hand-verified rather than taken from bulk data, because the bulk data is stale. Google counts an AI Overview citation as position one.
This is the part that makes it a case study rather than a chart. A page can rise because the whole site rose. Subtracting site movement is the difference between a receipt and a coincidence.
NET is the page's move minus the site's move over the same window.
Position before and after, last 28 days. Lower is better.
| Named-query GSC | July | August to 28th | change |
|---|---|---|---|
| Keywords ranking | 8,532 | 9,025 | +6% |
| Keywords with real traction, 10+ impressions in 28d | 986 | 1,442 | +46% |
| Impressions, named queries | 73,892 | 83,480 | +13% |
| Keyword churn over 28d | — | +5,998 gained / 4,896 lost | net +1,102 |
Junk queries excluded, full days only. 3,500 keywords sit in Google's top 10, 39% of those tracked.
ruh.ai as it stands today. 691 pages, crawled daily, every one of them measured.
A case study where everything worked is not believable. These are the things a sceptical reader would find, so we put them here first.
Instruments: Google Search Console, Bing Webmaster Tools, PostHog, Strapi form submissions, and the keyword tracker's receipts ledger. Data as of August 2026. Google Search Console complete through 28 August.
We ran this on ourselves before we sold it to anyone. If you want the same instruments pointed at your site, that starts with an audit, not a contract.