How Wildcard made Dosaze the most-cited source for orthopedic pillows in 60 days.

Dosaze had a channel-concentration problem. Paid Google Ads drove more than 90% of new customer acquisition. It worked, but two things were shifting underneath it:

• Shoppers were bypassing Google. Dosaze's post-purchase survey was already picking up customers who said they discovered the brand through ChatGPT and Perplexity. The signal was small, but growing every month.
• Competitors owned the AI answer. When Wildcard ran the first audit, Dosaze appeared in 1 out of ~60 tracked queries. Established brands took every other slot. The source layer was worse: Sleep Foundation, Healthline, Wirecutter, and Tom's Guide were being cited hundreds of times per audit while Dosaze barely surfaced.
• The CAC math was tightening. Growing paid spend to keep up with search-behavior shifts was expensive and defensive. Dosaze needed an earned channel that would compound, not another auction to win.

To reduce dependence on Google Ads, Dosaze had to be recommended more often by AI as a brand and cited more often by AI as a source. Wildcard instrumented a 970-query panel across four AI surfaces, baselined every metric, and ran a four-phase program.

Dosaze's program worked because it started on a real problem, not a vanity metric. The story most brands can borrow: reduce single-channel dependence by earning a place in the answer that increasingly replaces the search box.