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
Pro extra accounts: $10/mo each, max 5 total ($60/mo ceiling).
Max extra accounts: $15/mo each, max 25 total ($374/mo ceiling).
If you are managing 3+ Google Ads accounts on Pro, switching to Max is cheaper (Max $149/mo + 1 extra at $15 = $164/mo vs Pro $20 + 3 extras at $30 = $50/mo on the surface, but Max adds hands-free + revenue tracking + competitor monitoring + white-label that you would otherwise pay for separately).
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.