How Granzia grew AI referral traffic 400% with Hopkins
How Granzia, an Italian medical devices brand selling across Egypt, used Hopkins to grow AI referral traffic 400% in a month and turn AI answers into a sales channel.
By Youssef Abolatta · Founder, Hopkins
Key takeaways
- AI visits to granzia.com grew 5.5× in Granzia's first month on Hopkins, from 156 to 854: an increase of more than 400%.
- AI-referred shoppers went from placing no orders to five-figure sales in October, and order at twice the rate of the average visitor.
- Granzia rose from 14th to 1st among the 21 brands in its categories, appearing in 33.6% of AI answers, up from 4.3%.
- granzia.com became the second most-cited website in its AI answers, up from fifth, as its share of citations grew from 2.3% to 8.1%.
- Granzia's blood pressure monitor guide is now a source in 11.2% of its AI answers, and Google AI Mode names Granzia in 47% of answers.
Who Granzia is
Granzia is an Italian medical devices company, founded in 2016, that makes home medical devices for the whole family and sells them across Egypt and the Middle East. Its range covers breast pumps and feeding accessories, nebulizers, blood pressure monitors, glucose meters, massagers, scales and medical mattresses, each with a two-year warranty. Granzia sells direct on granzia.com and through more than 15,000 pharmacies and distributors, and more than five million people use its devices.
These are products people research carefully. A new mother wants to know which breast pump is quiet enough for night feeds. A parent wants a nebulizer a toddler will tolerate. A son buying a blood pressure monitor for his father wants the accurate one. In 2026, more and more of those questions go to ChatGPT or Google's AI answers first, and the assistant names only a handful of brands in its reply.
Granzia's digital work is led by Ammar Mohamad, Head of Digital Marketing, who has run the brand's media buying and content since 2019. By mid-2026, his team could see shoppers moving to AI. What they could not see was what the AI was telling them.
The problem: AI was sending shoppers, and Granzia couldn't see why
Visits from AI assistants were starting to appear in Granzia's analytics: 38 in early summer, 156 the month after. Something was sending shoppers, and Granzia had no way to know what, why, or whether those shoppers ever bought.
The only way to find out was to ask the assistants directly.
"We used to track it all by hand. We'd go into ChatGPT and every other assistant and ask each question ourselves, one platform at a time." — Ammar Mohamad, Head of Digital Marketing, Granzia
Checking by hand had three limits, and Granzia ran into all of them. It never ended, because AI answers change from one day to the next. It could not be compared, because a screenshot from one week says nothing about the week after. And it stopped at the answer: even when Granzia saw its name, it could not tell whether that answer sent anyone to granzia.com, or whether anyone bought.
For a brand with dozens of products across many categories, the job was too big to do by hand and too important to skip.
August 2026: Granzia starts using Hopkins
Granzia joined Hopkins on 10 August 2026.
From the first day, Hopkins asked the questions Granzia's customers ask, in every category it sells, from Egypt, every other day, and stored every answer word for word. It recorded which brands each assistant named, in what order, whether it recommended them, and which websites it used as sources. And it connected Granzia's Google Analytics, so the visits and orders each assistant sends sit beside what that assistant said.
"Now Hopkins shows us every platform in one place, without going into each one separately." — Ammar Mohamad
For the first time, Granzia could see the whole channel at once: what the assistants said, who they recommended instead, and what the shoppers they sent went on to do.
What Hopkins found: Granzia was invisible in some categories
The first audit showed something Granzia's team had never been able to see.
"We have a lot of categories, and it turns out we show up well in some and not at all in others. We hadn't noticed that. Hopkins showed us." — Ammar Mohamad
Granzia's visibility was uneven. In some categories the assistants named it often. In others it barely appeared, even where it sells strong products. The starting numbers made the gap plain. In its first days on Hopkins, Granzia appeared in 4.3% of AI answers and ranked 14th of the 21 brands tracked in its categories, behind global medical-device names that appeared in up to ten times as many answers.
The audit also showed why. For some of the questions Granzia's buyers ask, the assistants were not reading granzia.com at all: they built their answers from marketplaces and retailers, which took nearly half of all citations. Granzia's own site was the fifth most-cited source, with 2.3% of citations. And Hopkins flagged site errors that made Granzia's pages harder for AI crawlers to read.
Each finding came with the questions and pages behind it. The team knew exactly where to start.
What Granzia changed: three fixes
Granzia made three changes, with no new hires and no agency.
First, it fixed the errors. Granzia's developer worked through the issues Hopkins flagged in the first weeks.
"It was easy and clear. As soon as I saw what needed fixing, I understood it and we sent it to the developer. There was no difficulty at all." — Ammar Mohamad
Second, it published guides on the questions the assistants were skipping. For each question where the assistants ignored granzia.com, Granzia published a guide written in Hopkins, built around that question and carrying the details an assistant needs to answer it. Guides became the team's most-used feature, because they work on the one channel Granzia fully controls.
"Getting published on other websites isn't easy for a business. Publishing on our own site is in our hands, and that's what gets us seen." — Ammar Mohamad
Third, it rewrote product pages for how AI reads them.
"Now we write our product pages the way ChatGPT wants to see them, not the way I'd write them." — Ammar Mohamad
Result 1: AI started citing Granzia's guides
The assistants started quoting granzia.com.
"There were questions where the AI wasn't reading our website at all. We followed Hopkins, published an article with the details it gave us, and the AI started reading our site straight away. That was the first sign of success." — Ammar Mohamad
Granzia's blood pressure monitor guide, which opens with a one-paragraph answer and compares the leading home monitors in Egypt across eight criteria, was first cited by the AI engines on 5 September. It is now a source in 11.2% of all AI answers to Granzia's buying questions, more than twice any other Granzia page. A home glucose meter guide followed the same path: first cited on 3 October, and already in Granzia's top ten.
| # | granzia.com page | Type | Share of AI answers citing it |
|---|---|---|---|
| 1 | Best blood pressure monitor in Egypt 2026: guide | Guide | 11.2% |
| 2 | Manual or electric breast pump? The complete guide | Guide | 4.8% |
| 3 | Genio baby scale | Product | 4.8% |
| 4 | granzia.com homepage | Home | 4.5% |
| 5 | How to prevent bedsores: a caregiver's guide | Guide | 3.6% |
24 September – 23 October 2026.
Across all its pages, granzia.com's share of every citation in its AI answers grew from 2.3% to 8.1%, and it climbed from the fifth most-cited website to the second, behind only one marketplace.
Result 2: AI traffic grew 5.5× in one month
AI traffic to Granzia was already climbing before Hopkins, from 38 visits a month to 156. In Granzia's first month on Hopkins it reached 854, five and a half times the month before and an increase of more than 400%. It kept rising: October brought more AI-referred visits than any month before it.
| 30 days | AI-referred visits | Share of all visits |
|---|---|---|
| 11 Jul – 9 Aug (before Hopkins) | 156 | 0.35% |
| 10 Aug – 8 Sep (first month on Hopkins) | 854 | 0.86% |
| 9 Sep – 8 Oct | 918 | 0.73% |
AI also grew faster than everything else. Granzia's total traffic rose over the same period, and AI's share of it still more than doubled. ChatGPT sends almost all of it: 910 of 918 AI visits in the latest full month. And those shoppers do not land on the homepage. They land on the product pages and guides that answer their question: breast pumps, nebulizers such as the Pure Mesh, massagers and stethoscopes.
Result 3: shoppers from AI started buying
Before Granzia started with Hopkins, shoppers referred by AI assistants placed no orders on granzia.com. The first AI-referred order arrived in September. In October alone, AI-referred sales reached five figures.
These are high-intent buyers. From 9 September to 8 October, visitors from ChatGPT placed orders at about twice the rate of Granzia's average visitor. A shopper who arrives from an assistant has already asked a specific question and been given a specific recommendation. They come ready to buy.
The effect reaches beyond the website.
"What made us happiest is that the chart keeps going up. And lately we've been getting wholesale orders that come directly from AI." — Ammar Mohamad
"Our team on the ground has started hearing it from customers themselves: 'I found you through AI.' That's something we never used to hear." — Ammar Mohamad
For a brand sold through more than 15,000 pharmacies, the online orders are only the part that can be counted. A shopper who asks ChatGPT which breast pump to buy, hears "Granzia", and buys one at the pharmacy round the corner never shows up in a website report. Granzia knows those shoppers exist because they say so.
Result 4: from 14th to 1st among 21 brands
When Granzia started, the global medical-device brands it competes with dominated AI answers in its categories. The leader appeared in 44.6% of answers. Granzia appeared in 4.3%.
Ten weeks later, Granzia appears in 33.6% of AI answers across the assistants Hopkins tracks and ranks first of the 21 brands in its categories. The brand that led in August now appears in 20.8%.
Google's AI answers are where Granzia is strongest. Google AI Mode names Granzia in 47% of its answers, up 13 points in a single week, and Google AI Overviews in 41%. On ChatGPT, Granzia is named in about one answer in eight, a steady rate, and ChatGPT is still the assistant that sends it nearly all of its AI shoppers.
Granzia could not out-shout brands with decades of press and reviews behind them. It out-answered them.
The time it takes: 15 to 30 minutes a day
None of this needed a bigger team. Following every assistant, across every category, now takes Granzia 15 to 30 minutes a day.
"Done by hand, this would take a very long time. Now it takes a quarter to half an hour a day, and we can follow every detail." — Ammar Mohamad
Hopkins does the slow parts: asking every question on every assistant, storing the answers, connecting them to analytics, and turning the gaps into specific pages to write. Granzia's team does the part only it can do: deciding what to publish, and publishing it.
What's next for Granzia
Granzia now leads on breast pumps, thermometers and nebulizers in Google's AI answers. Massagers and glucose meters are the next categories to close, and the glucose guide is already being cited. The approach stays the same: find the questions the assistants answer without Granzia, publish the answer on granzia.com, and measure what changes.
"Start with your own website. It's the one thing fully in your hands, it's easy to act on, and for us it was the first sign of success." — Ammar Mohamad, Head of Digital Marketing, Granzia
How we measured these numbers
Every number in this story comes from two records anyone with the same access can check. The AI answers are the ones Hopkins stored, asking Granzia's questions from Egypt every other day since 10 August 2026. Visits and orders come from Granzia's own Google Analytics, counting only visits the assistant itself tagged. Each assistant is reported on its own, never blended into one score.
Two limits are worth stating. The "before" visibility figures come from Granzia's first days on Hopkins, when fewer of its questions were being tracked, so the rank change shows the direction rather than a controlled experiment. And Granzia's order tracking was not reporting site-wide between mid-July and mid-September, so AI sales are compared with the period before that, when tracking worked and AI-referred shoppers placed no orders.
Frequently asked questions
How much did Granzia's AI traffic grow?
Granzia's visits from AI assistants grew more than 400% in its first month on Hopkins, from 156 to 854 in 30 days, and kept rising in the months after. ChatGPT sends almost all of it.
What did Granzia change to get cited by AI?
Three things: it fixed the site errors Hopkins flagged, published guides answering the questions the assistants were skipping, and rewrote product pages for how AI reads them. Its blood pressure monitor guide is now a source in 11.2% of its AI answers.
Does AI search traffic turn into sales?
For Granzia, yes. AI-referred shoppers went from placing no orders to five-figure sales in October, and they order at about twice the rate of the average visitor.
How long did it take Granzia to see results?
About a month for traffic and two for sales. AI visits grew more than 400% in the first month, and AI-referred orders followed in the second.
What does Hopkins do?
Hopkins measures what AI assistants such as ChatGPT and Google's AI answers say about a brand. It asks the questions buyers ask, stores every answer, shows who is named and which sites are cited, connects it to Google Analytics, and writes the pages that close the gaps.
See what AI assistants say about your brand. Get your free AI visibility report, see how Hopkins measures AI visibility, or read what AI visibility is.
Written by Youssef Abolatta, founder of Hopkins, from Granzia's own data and an interview with Ammar Mohamad.