This paper presents a controller design method of bilinear systems via iterative method. The iterative procedure with auxiliary sequences is defined in the process of constructing coupled linear time varying systems from bilinear systems. To design the feedback controller for bilinear systems with quadratic cost function, an optimization procedure is given by the representation closely related to the Riccati approach. In the simulation results, it is shown that the suggested method accomplishes the improved performance and good convergence.