When to upgrade

Honest framing: you should upgrade when the agent stops being able to do what you need, not on a calendar.

Free → Pro

Upgrade if any of these apply:

• You want a second campaign (Free is 1 lifetime cap)
• Your campaign is spending more than $300/mo and you want the agent to optimize it
• You are getting more than 5 leads/week and need a CRM to track them
• You want multi-step funnels instead of static landing pages
• You want call tracking with AI scoring
• You want drip email follow-ups (24h + 72h)
• You want to use your own domain

Most users who run a real ad budget upgrade within the first 2 weeks. The math: Pro at $20/mo is 1 to 2% of a typical $1,500/mo ad budget. The agent typically saves 10 to 30% by cutting wasted spend on bad search terms and tuning bids.

Pro → Max

Upgrade if any of these apply:

• You do not want to click Approve on every low-risk recommendation (Max hands-free applies those for you)
• You imported a campaign with months of history and want the agent to start managing it immediately
• You use Jobber and want paid invoices to upload back to Google Ads
• You manage more than 5 Google Ads accounts (Pro tops out at 5; Max includes 25)
• You want the AI to build bigger campaigns (up to 9 ad groups on Max, up to 5 on Pro, as your budget allows)
• You want to target competitors: an ad group and a switcher page for each rival you name
• You want white-label client reports (if you are an agency)
• You want TikTok + LinkedIn pixels, not just Meta
• You want call tracking with unlimited minutes and up to 5 tracking numbers

Max at $149/mo vs Pro at $20/mo is a $129/mo delta. That delta is justified by Max's hands-free time savings alone for anyone running 2+ campaigns. Plus the revenue tracking that closes the loop for service businesses with recurring revenue.

Adding extra accounts

Free is one Google Ads account. Pro includes one and you can add more at $10/mo each, up to 5 total ($60/mo ceiling), from Settings under Google Ads.

Max includes 25 accounts, with nothing extra to buy.

Pro with 3 extra accounts is $50/mo, against $149/mo for Max. Max is not the cheaper way to get more accounts. What Max adds is hands-free optimization, revenue tracking, competitor monitoring and white-label reports. If you manage accounts for clients, those are what you are paying for. If you are one business that happens to have two or three accounts, Pro with extras is the better fit.

When to downgrade

We do not love losing customers but we will not stop you. Move from Max to Pro if:

• You consistently override the agent's decisions
• Your campaign portfolio shrunk and you do not need more than 5 accounts
• You are not using Jobber or revenue tracking
• You want to drive the optimization manually

Downgrading preserves your campaigns, CRM, and connections. The agent flips back to recommendation mode. You keep everything but Max's hands-free changes + revenue upload.