Case studies›PropTech›AI Building Management Platform
PropTech Building Management AI

How We Built A 3-Channel Inbound Strategy For An AI Building Management Platform

The client already had a decent pipeline from outbound sales. We helped them build an inbound channel alongside it using Google Ads, LinkedIn Ads, and SEO/GEO.

0
high-intent keywords researched
0
channels in the phased rollout
0K
projected monthly organic sessions
AI-Powered
Building Management Platform

An AI platform that helps commercial buildings run more efficiently, reduce energy costs, and catch equipment problems early.

Industry: PropTech, Building & Energy Management
Model: Enterprise SaaS, sales-led to date
Services: Google Ads, LinkedIn Ads, SEO/GEO, MarTech Setup
The Client

Help buyers find them before they talk to sales

The client built an AI platform for managing commercial buildings. It helps teams reduce energy costs, improve building performance, and spot equipment problems before they become expensive failures. Most of their pipeline had come from outbound sales.

Outbound was working, but it wasn't the only source of demand worth going after. Facility managers, property owners, and engineering teams often research software on their own before speaking to a salesperson. More of them are also using AI tools to research and compare vendors.

We were brought in to build an inbound channel that could capture some of that existing demand and give the sales team another source of opportunities.

Google Ads
LinkedIn Ads
SEO / GEO
MarTech Setup
The Challenge

Four things were holding inbound back

01
Most growth still came from outbound The sales team was doing the work of finding and starting conversations with potential buyers. There wasn't much in place for people who were already looking for a solution.
02
Existing search demand wasn't being captured Facility managers and property teams were already searching for terms like building management software and energy management platform. The site wasn't doing much to capture those searches.
03
A competitor was already spending on the same channels A direct competitor was already running Google and LinkedIn Ads. So there was clearly demand to compete for, but there was also already someone paying to get in front of it.
04
There wasn't a repeatable inbound process The inbound activity they had was more one-off than systematic. We needed to put a process in place that could keep generating and improving results over time.
The Solution

Use paid search now, build organic alongside it

We wanted to do two things at once: capture buyers who were already searching today, while building an organic channel that could bring in traffic without paying for every visit.

1

Start with Google Ads

  • Shortlisted 30 high-intent keywords across facility management, building automation, energy management, and AI/smart-building searches
  • Focused campaigns on facility managers, property owners, and engineering teams who were likely to be evaluating a solution
  • Wrote ads around practical outcomes such as lower energy costs, fewer equipment failures, and less manual work
2

Add LinkedIn Ads once the message was clear

  • Built audiences around job title, industry, and seniority to reach the people most relevant to the product
  • Used founder-led thought leadership alongside paid campaigns to give prospects more context before they booked a call
  • Added image and document ads that explain the product without asking prospects to jump straight into a sales conversation
3

Build SEO/GEO around the same demand

  • Used the paid search keyword research to guide the SEO strategy, rather than creating a separate list of unrelated topics
  • Optimized the site so search engines and AI tools such as ChatGPT, Gemini, and Perplexity could better understand the product and its use cases
  • Built landing pages and articles that could continue attracting relevant visitors after the initial campaigns were running
4

Roll the channels out in stages

Month 1 focuses on Google Ads and founder-led content. Month 2 adds LinkedIn Ads, using the content already published. From Month 3 onward, SEO/GEO builds organic visibility around the same high-intent topics.

5

Make sure the traffic has somewhere to go

  • Set up conversion tracking across all three channels
  • Set up HubSpot for marketing automation, sales automation, and follow-up
  • Created dedicated landing pages with one clear goal: getting the right visitor to book a demo
6

Agree on the numbers before launching

We defined the metrics we'd use to judge each channel, from impressions, CTR, and cost per lead to ROAS, organic traffic, rankings, and AI search visibility. That gives us a clear way to see what's working and what needs to change.

2
Facility Management
5
Building Management
6
Building Automation
7
Energy Management
7
Smart Building & AI
3
Analytics & Monitoring
The Keyword Map

Keyword strategy

We researched the search volume and CPC for each keyword and then assigned it to the channel where it made the most sense. The bigger terms are useful for paid search, while the broader set gives us the foundation for SEO/GEO.

Keyword Monthly volume CPC Channel
facility management software3,600$26.81Google Ads
building management system2,400$8.60Google Ads
building automation system1,600$4.61Google Ads
building management software1,000$23.26Google Ads
building energy management system590$8.93Google Ads
enterprise facility management software480$30.04Google Ads
commercial building management software170$46.10Google Ads
bms software260$5.56Google Ads + SEO
building automation software260$5.40Google Ads + SEO
energy management platform210$8.98Google Ads + SEO
building analytics software210$6.08SEO / GEO
building energy management software170$7.32SEO / GEO
30 keywords shortlisted in total, across six clusters. The ten highest-volume SEO/GEO terms alone project to about 5,700 monthly organic sessions at a top-3 ranking.
Keyword strategy chart
The keyword strategy, grouped by topic and priority.
The Deliverables

What we're building

Paid Search

Google Ads campaign build and management

Keyword research, campaign setup, ad copy, landing page guidance, conversion tracking, and ongoing bid optimization.

Paid Social

LinkedIn Ads and thought leadership

Role-based audience targeting, image and document ads, and founder-led content to support the campaigns.

Organic

SEO/GEO content program

Six articles a month built around the same high-intent keyword set, with optimization for both Google and AI search.

Conversion

Landing pages built to convert

Dedicated pages for the highest-intent campaigns, each with one clear goal: getting visitors to book a demo.

MarTech

HubSpot and Salestech setup

Marketing automation, sales automation, form and landing page setup, and automated follow-up sequences.

Reporting

Monthly reporting across every channel

Track performance against the agreed KPIs and use the data to decide what to improve next.

The Content Template

How we build each article

Every article follows the same basic structure. It keeps the content consistent across the site and makes it easier for both search engines and AI tools to understand the page.

Article structure template
The structure we use for every article in the SEO/GEO program.
The Plan, By The Numbers

What the research suggests

30
high-intent keywords mapped to a channel
3
channels planned for the rollout
~5,700
projected monthly organic sessions
10
KPIs tracked across paid and organic
This is a phased growth plan, not a finished engagement. The numbers above come from our keyword research. They are projections, not reported results. This is an anonymous client.
Ready to grow?

We'll build your engine.
You'll own the pipeline.

Get a free ROI analysis