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 recommendation (hands-free is the value prop)
- 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 2+ Google Ads accounts (Max includes 10)
- You run more than 5 campaigns per account (Pro caps ad groups at 5)
- You want competitor monitoring (Auction Insights weekly)
- 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 + DNI pool
Max at $149/mo vs Pro at $20/mo is a $129/mo delta. That delta is justified by 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 and Pro are one Google Ads account each. Neither can buy extra ones.
Max includes 10 accounts, and you can add more at $15/mo each up to 25 total ($374/mo ceiling).
So the second account is the line between Pro and Max. If you are running ads for more than one business, or you manage accounts for clients, Max is the only tier that does it. That is a real jump from $20 to $149, and it is worth being honest about why: Max is priced for people managing a portfolio, not for a single business that happens to have two accounts.
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 10 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 auto-execution + revenue upload.