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Client case study · Complete package · 2 quarters
From AI answers to a $200,000+ a year retail deal.
Luminex makes lamps and lighting in Częstochowa. In two quarters, AEO and GEO work on its website and ChatGPT ads in buyer conversations put the brand in front of the people who choose suppliers. The result: a distribution agreement with a national building-materials retail chain, worth more than $200,000 a year, with Luminex lamps on the chain's shelves from 2027.
Results
The challenge
Good products, invisible where suppliers are now chosen.
Luminex had what retail buyers look for: its own production in Poland, a wide range of lamps and fittings, and the ability to deliver to a large network. What it didn't have was presence in the place where the first shortlist increasingly forms.
Category managers, procurement teams and wholesalers now ask ChatGPT and other assistants questions like “Which lighting manufacturers in Poland can supply a DIY chain?” or “Private-label LED lamp suppliers in Central Europe”. The answers named large international brands and distributors. Luminex was rarely mentioned, and when it was, the assistant had little to say about it, because the facts a buyer needs weren't written anywhere AI could read and quote.
The goal we agreed at kickoff was simple and commercial: get Luminex onto the shortlists of large B2B buyers, and turn those visits into conversations with sales.
Main assumptions
What we set out to do, and how we'd measure it.
Large B2B buyers
Retail chains, wholesalers and distributors, plus the contractors and developers who specify lighting. Not consumers.
Where AI forms the shortlist
ChatGPT, Perplexity, Google AI Overviews and Copilot for organic answers; ChatGPT ads in supplier and sourcing conversations.
One strategy, three parts
AEO and GEO on Luminex's own pages and sources, ChatGPT ads by buyer topic, and company identification so sales knew who visited.
Pipeline, not clicks
Share of AI answers against competitors, named companies in the target profile, and sales conversations, not form fills.
What we did
Two quarters, step by step.
Every page change, ad and budget was approved by Luminex before it went live.
- Weeks 1–2
Audit and baseline
We mapped the questions B2B lighting buyers ask AI assistants, from supplier search and private label to lead times, certification and logistics, and tracked them daily. We recorded which brands each assistant named, and which websites, directories and articles it cited as sources.
- Weeks 2–6
AEO: pages AI can quote
We rewrote Luminex's key pages so an assistant can answer a buyer's question from them: product ranges with technical data in plain text, production in Poland, capacity and lead times, the standards products meet, and a dedicated page for retail and distribution partners. Each page opens with a direct answer and ends with an FAQ that matches real buyer questions, with consistent structured data.
- Weeks 4–10
GEO: the sources AI trusts
Assistants lean on third-party sources. We corrected and completed Luminex's profiles in industry directories and supplier databases, and placed factual material about the company in trade publications that AI already cited for lighting questions.
- Weeks 4–12
ChatGPT ads by buyer topic
Ads ran in conversations about sourcing lighting: supplier and manufacturer searches, private label, comparisons and logistics. Each topic had its own ad group, context hints, message and landing page written for a professional buyer, not a consumer. Average cost settled at $15 per 1,000 impressions and $4 per click.
- Ongoing
Company identification for sales
Our tag named the companies behind visits from ads, AI answers and other traffic, scored them against Luminex's target profile and sent them to sales the same day. Sales stopped waiting for forms and started calling the right companies.
- Quarter 2
Optimise toward buyers who matter
Weekly, we moved budget to the topics that brought companies in the target profile, cut topics that brought consumers, and kept adding the facts that assistants asked for and couldn't find.
The outcome
A distribution deal worth more than $200,000 a year.
During the second quarter, a national building-materials retail chain appeared among the companies identified on Luminex's site. Luminex's sales team followed up while the interest was fresh, with pages and facts already in place for the questions a retail buyer asks.
The talks ended in a distribution agreement worth more than $200,000 a year. From 2027, Luminex lamps will be sold officially through the chain.
- Partner: a national building-materials retail chain
- Value: more than $200,000 a year
- Start: official distribution from 2027
- Time from kickoff: two quarters
What made the difference
Three lessons for B2B manufacturers.
Organic and paid together
AEO and GEO made the facts about Luminex quotable; ads put the brand into the supplier conversations where it wasn't named yet. Each made the other work harder.
Write for the buyer, not the shopper
Pages and ads spoke to category managers: capacity, lead times, standards and partnership terms. That filtered out consumers and attracted the right companies.
Know who visited
One large deal paid for the programme many times over. Company identification meant sales saw that buyer early, instead of waiting for a form that might never come.
Luminex is an Answerbid client; this case study is published with its approval. The retail partner is not named. Figures are averages over the two quarters; the deal value is the expected annual value of the agreement. Results depend on category, market and the client's sales team, and we don't guarantee placement in AI answers.
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