AdSomeNoise launches SIGNAL Framework: GEO as the bridge between branding and performance

The questions customers used to ask Google are now being asked to ChatGPT. And that shift is already having a visible impact on performance marketing. That is why AdSomeNoise is launching the SIGNAL Framework, a six-step methodology that helps brands become visible in the AI-generated answers of ChatGPT, Gemini, Perplexity and Google AI Overviews.

What sets SIGNAL apart from most GEO offerings on the market? AdSomeNoise breaks down the traditional silos between branding, GEO and paid media, orchestrating all three as one integrated approach.

The framework was born from real client work.

"Across our performance projects, we've noticed a gradual decline in both paid and organic search results. Not because our campaigns are performing worse or because the content isn't good enough, but because an increasing part of the buying journey now happens inside AI conversations that neither we nor our clients can see," says Pieter Jadoul of AdSomeNoise. "Those AI conversations are shaped as much by the strength of your brand as by your advertising. Branding and performance are often difficult to align in terms of timing. GEO allows us to bridge that gap, and SIGNAL is the framework we built to make that happen."

The numbers support that observation. Google's AI Overviews now appear in nearly 60% of searches. Perplexity processes 780 million queries every month. ChatGPT reaches 800 million users every week. More and more often, buyers only visit a website after AI has already recommended which brand they should choose.

The SIGNAL Framework consists of six steps: Scan, Identify, Ground, Narrate, Amplify and Learn.

Together, they form a focused 90-day sprint. The methodology combines organic growth, content specifically written to be cited by AI, and a paid media layer that accelerates the first signals and builds mentions on the sources AI models trust.

"At most agencies, GEO sits in one team, paid media in another, and branding somewhere else entirely. Everyone works in their own silo. That's exactly what we don't do," continues Pieter Jadoul. "At AdSomeNoise, those three disciplines sit at the same table, working from one query list, one positioning claim and one dashboard. GEO is the missing link between branding and performance. Entity building and citations strengthen your brand over the long term, while paid media accelerates those signals and already drives conversions today. What AI says about your brand builds your reputation and sells your business at the same time."

The methodology is particularly relevant for brands that are won during the research phase of the customer journey. Obvious sectors include e-commerce and retail, B2B SaaS, telecom, automotive, finance, travel and hospitality. But the approach is equally valuable for publishers whose content is increasingly summarised by AI without traffic returning to their websites, as well as public organisations noticing that citizens now ask AI their first questions instead of consulting official channels.

The framework's primary success metric is Share of AI Citation (SoAIC): the percentage of a fixed set of prompts in which a brand appears in the AI-generated answer. This is measured across Dutch, French and English on the four largest AI engines. Clients receive a monthly report alongside a live dashboard.

Every SIGNAL project starts with a Scan, a two-week baseline assessment showing where a brand currently appears in AI answers, in which language, with what narrative and alongside which competitors.

Curious whether your brand is already being mentioned, understood and recommended by AI? Contact us at connect@adsomenoise.com for more information or any questions you may have.