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Enterprise paid search calculator

Model how paid search budget becomes enterprise pipeline. Split spend across brand and non-brand, calibrate each funnel stage to your CRM actuals, then toggle the Google Ads to Salesforce feedback loop and watch what happens to SQLs, CAC, and CAC payback.

Built from a pattern I keep finding in enterprise accounts: spend concentrated on brand terms, bidding optimized to form fills, and no pipeline data flowing back to the ad platform. The model prices what fixing that is worth.

$1.80M
Annual spend
Brand plus non-brand
$20.04M
Revenue / yr
Closed-won ACV
5,010
SQLs / yr
Sales-qualified leads
626.3
Closed won / yr
Enterprise deals
$2.9K
CAC
Spend per won deal
1.3 mo
CAC payback
Months of gross profit

BLENDED ROAS 11.1x  |  BRAND $19.44M (75% OF SPEND) · NON-BRAND $600K (25%)

INTEGRATION ON · +835 SQLS/YR · +104.4 DEALS/YR · CAC $3.4K → $2.9K

BrandNon-brandSalesforce integration lift
clicks / mo
30,208
leads / mo
1,740
MQLs / mo
870
SQLs / yr
5,010 (+835 lift)
opps / yr
2,505 (+417.5 lift)
closed won / yr
626 (+104.4 lift)

→ Spend & mix

Enter spend as a monthly or annual budget, same model either way.
$150K
75%
$4
$18
6%
2.5%

→ Funnel conversion · calibrate to CRM actuals

50%
40%
50%
25%
$32K
85%

→ Google Ads ↔ Salesforce integration

Offline conversion feedback in placeOn
+20%

How it works

Total spend splits by the brand-share slider into brand and non-brand layers. Each layer's spend divided by its CPC gives clicks, and clicks times its click-to-lead rate gives leads. Both layers flow through the shared enterprise funnel, lead to MQL to SQL to opportunity to closed won, valued at average ACV. With the integration on, the SQL uplift slider models offline conversion feedback and compounds downstream. CAC is annual spend over annual won deals. CAC payback is CAC divided by monthly gross profit per deal.

How to calibrate it

Set the funnel sliders so SQLs and closed won per year match your CRM trailing actuals for paid-sourced pipeline. Once the model matches reality, every scenario you test, shifting brand budget to non-brand, tightening a conversion stage, turning on the integration, is a defensible delta from actuals rather than a guess.

Who this is for

Marketing leaders defending or growing an enterprise paid search budget. Demand gen managers deciding how far to push non-brand. RevOps teams building the case for connecting Google Ads to Salesforce.

Frequently Asked Questions

How is CAC calculated?
Annual paid search spend divided by closed-won deals per year. The calculator counts media spend only. Add sales and marketing overhead on top if you want fully loaded CAC.
How is CAC payback calculated?
CAC divided by monthly gross profit per deal, where monthly gross profit is ACV times gross margin divided by twelve. The result is the number of months a won deal takes to pay back its own acquisition cost.
What does the Google Ads and Salesforce toggle model?
Offline conversion feedback. When closed-won outcomes flow from Salesforce back into Google Ads, bidding optimizes toward clicks that become qualified pipeline instead of form fills. The uplift slider applies that effect at the SQL stage and it compounds through opportunities and closed won. The default of 20 percent is an assumption. Replace it with your own before and after data.
Why split brand and non-brand spend?
Brand clicks cost less and convert better because the buyer already knows you. Blending the two hides weak non-brand economics inside a strong blended average. Separate lines show what each incremental non-brand dollar actually returns.
Does my data leave the browser?
No. The model runs entirely in your browser. The shareable link encodes your inputs in the URL fragment, which stays on your machine until you choose to share it.

Built by Page Sands. 15+ years GTM leadership at Microsoft, ConnectWise, Drift, Avalara, and Blackbaud. These tools are powered by the same frameworks I use with clients.