Pacing Console vs Improvado: an enterprise data platform, or a pacing tool that acts
By the PlanConversion Strategy Team.
Improvado is an enterprise marketing data platform with 1,400+ data sources, an AI agent, attribution and mix modeling add-ons, and a Budget Pacing check that flags ad accounts going over a monthly budget; paid plans start from $20,000 a year, with an MCP-only plan at $100 a month. Pacing Console is a budget pacing tool for Google Ads, Microsoft Ads and LinkedIn Ads with hourly per-campaign pace, the daily budget to set, one-click budget changes and pipeline by campaign, from $49 USD per workspace a month on Pro and $1,500 USD a month on Enterprise. Pick Improvado if you need a governed data layer for every channel and team; pick Pacing Console if you need campaign budgets landed and tied to pipeline without a data platform project.
Pacing Console at a glance
- What it is
- A budget pacing tool from PlanConversion: hourly pace for every campaign, month-end forecasts and the daily budget that lands the month
- Platforms
- Google Ads, Microsoft Ads and LinkedIn Ads
- CRM
- HubSpot, Salesforce, Pipedrive, or any CRM by CSV or API: lifecycle stage counts by campaign (Pro)
- Pipeline and revenue
- Enterprise: opportunities, pipeline value, average deal size, won revenue, customers, win rate, pipeline-to-spend, ROAS and CAC for every campaign, credited to the campaign that first brought in the contact
- 1 month free
- First month free at any spend, for up to 3 users. Then Pro, or the workspace pauses with its data kept
- Pro
- $49 USD per workspace a month, or $490 USD a year (12 months for the price of 10); 10 users included, then $5 USD per extra user
- Enterprise
- $1,500 USD a month, billed annually, 10 users included, then $20 USD per extra user a month
- With Link Console
- Pro: add Link Console for $39 USD a month, so both products are $88 USD per workspace a month ($880 USD a year); Enterprise adds Link Console for $199 USD a month for all users. One account for both products: the same login, team and billing
- Start and sign-in
- First month free, no credit card; Google or Microsoft sign-in
At a glance
| Criterion | Pacing Console | Improvado |
|---|---|---|
| What it is | A budget pacing tool for Google Ads, Microsoft Ads and LinkedIn Ads, set up in about 15 minutes | A marketing data platform that extracts, governs and models data, with an AI agent and MCP access |
| Price | First month free for up to 3 users at any spend; then Pro $49 USD per workspace a month or $490 USD a year, 10 users included, then $5 USD per extra user; Enterprise $1,500 USD a month, billed annually, with 10 users included, then $20 USD per extra user | MCP Only $100 a month; Starter from $20,000 a year; Growth from $41,700 a year; Enterprise by sales |
| Buying process | Self-serve; first month free, no credit card | MCP Only is self-serve; Starter, Growth and Enterprise require a demo request |
| Data freshness | Hourly | Daily on MCP Only and Starter, daily to twice a day on Growth, custom on Enterprise |
| Budget pacing | Built in per campaign: hourly cut-to-date pace, weekday schedules, flight dates and a pace tolerance band | Budget Pacing rules compare a monthly USD budget per ads account with that month’s spend; its docs say campaign-level budgets are planned for a future release |
| Alerts | Daily email with only the off-pace campaigns and the budget to set; stale-data warnings | A violation when an account overspends, shown on the Data Governance dashboard and in digest emails; its pacing dashboard template lets the agent flag over or under delivery against a threshold you set |
| Forecast | Month-end spend, conversions and cost per conversion; P10 to P90 range on Pro; scenarios and target back-solve on Enterprise | Its Campaign Pacing Dashboard template shows projected end-of-period spend, built by the AI agent |
| Budget changes | One-click changes on Pro, applied by your own script, with a change log; on Enterprise add approvals, guardrails and an audit log | Not described; its Budgets docs describe plans stored in Improvado and compared with spend |
| Spend to pipeline | CRM lifecycle stages by campaign on Pro; pipeline and revenue (deals) by campaign on Enterprise | Possible with CRM connectors such as Salesforce and HubSpot and a built report; multi-touch attribution is a separately priced add-on |
| AI | Pacing Console AI on Enterprise, with a person approving every change | AI Agent and MCP access on every plan, limited by actions per day and MCP actions per week |
| Platforms | Google Ads, Microsoft Ads, LinkedIn Ads | 1,400+ data sources |
Where Pacing Console wins
- Per-campaign pacing every hour, where Improvado’s native Budget Pacing checks account-level monthly budgets
- The daily budget to set and one-click changes applied by your own script, not only a violation flag
- Live in about 15 minutes with no demo request, and a free first month
- Enterprise at $1,500 USD a month includes pipeline and revenue by campaign, budget groups, purchase orders, approvals and Pacing Console AI
- Underspend matters too: the daily email flags campaigns behind pace, not only accounts that went over
- Price per workspace that does not grow with ad spend
Where Improvado wins
- A full data platform with 1,400+ sources, governance rules and warehouse delivery
- Meta, TikTok, Amazon Ads and DSPs such as DV360 in the same model
- Attribution, incrementality and marketing mix modeling add-ons
- SOC 2 Type II on every plan and HIPAA from Growth, as listed on its pricing page
- Hands-on professional services on Enterprise
What the same pacing setup costs
On Improvado’s published pricing, the cheapest plan with demo-led onboarding is Starter, from $20,000 a year. Its native Budget Pacing stores one monthly USD budget per ads account and raises a violation when that account overspends; campaign budgets and periods other than monthly are listed as planned. A pacing dashboard with projected spend can be built by its AI agent from a template.
Pacing Console Pro is $490 USD a year per workspace with 10 users, and paces every campaign every hour. Enterprise, at $1,500 USD a month billed annually ($18,000 USD a year), adds pipeline and revenue by campaign, scenarios, purchase orders, approvals and Pacing Console AI. If you already run Improvado as your data platform, Pacing Console can sit beside it as the tool your paid media team uses to land budgets.
How to switch from Improvado
- Create a Pacing Console workspace; the first month is free, no credit card.
- Paste the pre-filled scripts into Google Ads and Microsoft Ads (one per manager account), schedule them hourly and connect LinkedIn Ads.
- Split each Improvado account budget into campaign budgets or a month-by-month plan, and group accounts by client.
- Connect your CRM on Pro, or pipeline and revenue on Enterprise, and compare cost per stage with your Improvado reports for a month.
- Keep Improvado as the data platform and give the paid media team Pacing Console for daily budget work.
How we checked
Every fact about Improvado on this page comes from Improvado’s own public pricing, product and help pages, checked on November 11, 2026, and listed under Sources. Prices are in USD as published that day and change over time, so confirm them with Improvado before you buy. Where a feature is described as not listed, we did not find it on those pages; it may exist elsewhere.
Which one fits your team
Choose Pacing Console when
- Your paid media team needs campaign-level pacing for Google Ads, Microsoft Ads and LinkedIn Ads every day
- You want cost per opportunity and cost per dollar of pipeline next to pace without a data project
- You need finance controls such as purchase orders, approvals and an audit log
- You want to start this month, not after a procurement cycle
Choose Improvado when
- You need one governed data platform for every channel, region and team
- You want attribution, incrementality or mix modeling from the same vendor
- Your security review requires SOC 2 or HIPAA from the vendor
Frequently asked questions
Does Improvado have budget pacing?
Yes. Its Budget Pacing rules, announced on September 15, 2026, compare a monthly USD budget per ads account with that month’s spend and raise a violation on overspend. Its docs say campaign-level budgets are planned for a future release. It also publishes a Campaign Pacing Dashboard template that its AI agent can build.
How much does Improvado cost?
Its pricing page lists MCP Only at $100 a month, Starter from $20,000 a year, Growth from $41,700 a year and Enterprise through sales.
Does either tool change budgets in Google Ads?
Pacing Console Pro queues a change when you accept it and your own script applies it on its next run, with a change log. Improvado’s budget docs describe budgets stored in Improvado and compared with spend, and do not describe changing platform budgets.
Which is better for B2B pipeline reporting?
Improvado can model pipeline from any connected CRM with attribution add-ons. Pacing Console shows CRM lifecycle stages by campaign on Pro and pipeline and revenue by campaign on Enterprise, next to pace, without building a model.
Sources
Competitor pages checked on .
- Improvado pricing (improvado.io/pricing)
- Improvado product update: Budget Pacing (improvado.io/product-updates/budget-pacing)
- Improvado docs: Budgets feature overview (improvado.io/docs-section-topic/budgets-feature-overview)
- Improvado: Campaign Pacing Dashboard (improvado.io/dashboards/campaign-pacing-dashboard)
