Texans shopping for prepaid electricity compare plans the way everyone shops now: they search, and they read the AI Overview before they click. At the start of our engagement, Payless Power was invisible in those answers. Ten months later, it was a top-three cited brand in Google AI Overviews for the category, ahead of larger competitors. This is how Fractl built that AI visibility from zero.
The Challenge
Share
Payless Power had solid search fundamentals but no presence in AI answers. At kickoff, it held zero AI Overview placements and no measurable citation share in a crowded Texas prepaid electric market dominated by bigger names. In a category where customers compare providers in the AI Overview, being uncited meant being unconsidered.
What Fractl Did
We built the signals AI models use to choose whom to cite. Fractl produced answer-first, definitional content with structured data covering the questions shoppers ask about prepaid plans, then paired it with a digital PR push that added 795 referring domains and 10,800 backlinks over the engagement. Together, these tactics gave Google’s AI Overview clear answers to quote and the authority to trust the source.
The Results
From a standing start, Payless Power became a category leader in AI answers.
It earned 488 AI Overview placements and 1,051 total AI citations, and now holds a 5.51% AI share of voice, ahead of TXU, Gexa, and Champion.
Weekly AI Overview presence grew 3.2 times, from 452 placements at kickoff to 1,450. The same authority lifted search: position one-to-three keywords rose 44%, from 1,739 to 2,500, and weekly impressions grew 78%, from 457,000 to 815,000.
What Energy and Home Services Brands Can Learn From This Campaign
 Category leaders can be out-cited AI Overviews reward the clearest, best-supported answer, so a challenger that answers well can pass bigger competitors on share of voice. |  Structured, answer-first content is the foundation Content built for the questions shoppers ask gives the AI Overview something specific to quote. |  Links still signal authority The referring domains earned through digital PR are the trust signals that helped Payless Power get cited and stay cited. |
Partner With Fractl for AI Overview Optimization
Fractl helps home services and energy brands become the provider AI recommends when customers compare options. As the number one agency on Clutch’s Leaders Matrix for content marketing, we turn original data and answer-first content into coverage journalists publish and AI Overviews cite.
If you’re ready to win share of voice in your category, see how Fractl can help.
AI Overview Optimization FAQs
What is AI Overview optimization?
It’s the work of getting your brand cited in Google’s AI Overview for the questions your customers ask. It combines answer-first content, structured data, and the earned authority AI models trust.
How does a smaller brand outrank bigger competitors in AI Overviews?
By answering questions more clearly and earning credible coverage. Payless Power passed larger Texas providers on AI share of voice this way.
Do backlinks still matter for AI visibility?
Yes. Referring domains and brand mentions are authority signals AI models use to decide which sources to cite.
