Paid Ads Pipeline Calculator
Estimate leads, SQLs, opportunities and gross pipeline from spend using explicit conversion assumptions.
Pipeline is an intermediate outcome. Use it to plan sales coverage, then apply win rate and gross margin before calling the media plan commercially viable.
Your working result
$150,000estimated gross pipeline- Paid leads
- 200
- SQLs
- 30.0
- Opportunities
- 15.0
Planning model, not a performance guarantee. Replace every input with CRM and account evidence before changing spend.
Ask Thomas to validate the model →Methodology
The formula behind the result
Gross pipeline = ad spend ÷ CPL × lead-to-SQL rate × SQL-to-opportunity rate × average deal value.
Application checklist
Turn the output into a decision
- 01Use actual CPL and downstream rates from one date cohort.
- 02Separate open pipeline from closed revenue.
- 03Apply stage probability only in the CRM, not twice in this model.
- 04Compare pipeline created per $1,000 across channels and offers.
Practical questions
Before you use the result
Is pipeline the same as revenue?
No. Pipeline is potential deal value. Multiply by a validated win rate for expected revenue, then account for margin and timing.
Should I use weighted pipeline?
Use gross pipeline for source comparison and weighted pipeline for forecasting. Keep the two views separate.
What if opportunity value varies widely?
Segment by offer or use the median opportunity value so one enterprise deal does not distort the model.