Track B2B SaaS CAC from ad click to closed-won ARR, with spend controls and funding built for ads.
Connects to Meta Google Ads TikTok Pipedrive Xero QuickBooks
Flyweel is a finance platform that tracks each ad charge to the Pipedrive deal and the ARR it closed.
Built for
The timing gap for B2B SaaS is the time between paying for an ad and collecting cash from the deal.
Example: $20,000 on Meta and Google
A 30-day attribution window never sees a deal that closes in month four.
Cash timeline
Cost per MQL, SQL and closed-won deal, side by side for every campaign.
Issue a card1 per ad account, business line or media buyer, each with its own cap. You choose the split.
Performance Capital is ad spend financing built for ads, so spend keeps running while 120-day deals close.
Each one follows the ad dollar past the form fill to closed-won ARR.
| Metric | What it tells you | How to work it out |
|---|---|---|
| Cost per SQL | What one sales-qualified lead costs, so you can compare campaigns before deals close. | Ad spend ÷ SQLs from that campaign |
| Closed-won CAC | What one signed customer really cost in ads, not what the platform reports. | Ad spend ÷ closed-won deals |
| Pipeline ROAS (90 and 180 day) | Pipeline value created per ad dollar, counted over a window long enough to close. | Pipeline value from a spend cohort ÷ that cohort's ad spend |
| CAC payback | How many months of gross margin it takes to earn back one customer. | Closed-won CAC ÷ monthly gross margin per customer |
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Divide paid ad spend by the number of closed-won customers it produced. Use the same time window for both, and give deals long enough to close. If $20,000 of spend brings in 3 closed-won deals, paid CAC is $6,667. Leave out organic and referral deals. Add sales team costs only if you want a fully loaded CAC.
Many B2B SaaS teams aim to earn back paid CAC within 12 months of gross margin. To find yours, divide closed-won CAC by the monthly gross margin one customer brings in. A $6,667 CAC against $1,000 of monthly gross margin pays back in about seven months. Track it by campaign, because payback often differs a lot between channels.
Google Ads counts a conversion when someone fills a form or books a demo, while your CRM counts a customer when a deal closes. Most demo requests never sign, so platform CAC looks cheaper. Attribution windows widen the difference. If a deal closes outside the window, the platform never links that customer to the ad that found them.
Yes. Connect your ad accounts and Pipedrive, and Flyweel lines up spend with each deal stage by campaign. Cost per MQL, cost per SQL and cost per closed-won deal sit side by side. The AI agent answers questions on the same data, such as which campaign has the lowest cost per SQL this quarter.
Not yet. Pipedrive is the live CRM connection today, and HubSpot and Salesforce are on the roadmap. Meta, Google Ads and TikTok connect on the ad side, and Xero or QuickBooks on the accounting side. Data without a direct connection, such as a CRM export, can come in by CSV upload.
Limits follow business and revenue performance, not personal credit. There are no credit checks and no personal guarantees, and applying takes about five minutes. Performance Capital is ad spend financing built for ads, available in the US only. For other options, read how to fund ad spend through the CAC payback gap.
Yes. Flyweel is free to start with no credit card required, and the Starter plan includes AdGrid, the AI agent and reconciliation. Put $25k a month on Flyweel cards and the platform is $0, with unlimited ad accounts. Below that, Growth costs $99 a month if your team needs more than Starter allows.
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