Pacing Console vs Search Ads 360: pacing for search plus LinkedIn, tied to pipeline
By the PlanConversion Strategy Team.
Pick Search Ads 360 if you are an enterprise search advertiser who wants Google to plan and automate search budgets: its plans, budget pacing chart and budget bid strategies can set campaign budgets and bids across Google Ads, Microsoft Advertising, Yahoo Japan Ads and Baidu search and shopping campaigns. Pick Pacing Console if you also need LinkedIn Ads in the same pacing view, cost per pipeline stage by campaign from your CRM, and a published price: Pro is $49 USD per workspace a month, first month free. Search Ads 360 pricing is not listed on the Google pages we checked.
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 | Search Ads 360 |
|---|---|---|
| What it is | A budget pacing app for Google Ads, Microsoft Ads and LinkedIn Ads | Google’s enterprise search management platform, with Bidding and Planning for budgets, bids and pacing |
| 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 | Not listed on the Help Center pages we checked; bought through Google |
| Platforms in pacing | Google Ads, Microsoft Ads and LinkedIn Ads | Campaign groups can include Google Ads, Microsoft Advertising, Yahoo Japan Ads and Baidu; engine track and social engine campaigns cannot be included |
| Campaign types | Every campaign the scripts and LinkedIn connection return | Search and Shopping campaigns in campaign groups |
| Plans | Monthly budgets, flight dates and month-by-month budget plans; budget groups on Enterprise | A plan is an amount and a time range (week, month, quarter, year or custom); multi-plans split spend across campaign groups |
| Pacing view | Hourly cut-to-date pace per campaign, a tolerance band and the daily budget to set | Budget-pacing chart of estimated, target and actual spend during a plan |
| Forecast | Month-end spend, conversions and cost per conversion; P10 to P90 range on Pro; scenarios and target back-solve on Enterprise | Estimates from historical data; charts compare a range of budgets with estimated returns |
| Budget automation | One-click changes applied by your own script (Pro), approved by a person | A budget bid strategy can set campaign budgets, bids and bid adjustments automatically within a plan |
| LinkedIn Ads | Paced next to Google and Microsoft | Not in campaign groups (social engine campaigns cannot be included) |
| CRM pipeline by campaign | Lifecycle stages (Pro); deals and revenue (Enterprise) | Not described in the Bidding and Planning articles |
| Alerts | Daily email with only off-pace campaigns; stale-data warnings | Not described in the Bidding and Planning articles |
| AI | Pacing Console AI (Enterprise): explains off-pace campaigns, ranks reallocations, “Ask your budget” chat; a person approves every change | Machine learning models budget allocation in performance plans |
Where Pacing Console wins
- LinkedIn Ads paced in the same view as Google Ads and Microsoft Ads, which B2B budgets need
- Spend to pipeline: CRM lifecycle stages on Pro and deals and revenue on Enterprise next to each campaign’s pace
- A published, flat price per workspace, with the first month free and no sales process
- Pace cut to the hour of the pull, with a daily email that lists only the campaigns that need a change
- Read-only live report links for finance or clients on every plan
- Set up in about 15 minutes with pre-filled scripts, without moving campaign management into a new platform
Where Search Ads 360 wins
- Search Ads 360 can set campaign budgets and bids automatically through budget bid strategies; Pacing Console asks a person to accept each change
- It covers Yahoo Japan Ads and Baidu, which Pacing Console does not
- It is a full search management platform for building and editing campaigns at scale, not only pacing
- Performance plans model returns across a range of budgets with machine learning, built on Google’s own data
- For large search programs already run in Google Marketing Platform, it keeps planning, bidding and reporting in one Google product
Spend to pipeline: what each one shows
Search Ads 360 plans are built for search and shopping efficiency: an amount, a time range, a pacing chart of estimated, target and actual spend, and optional budget bid strategies that move budgets and bids for you. The Help Center articles on Bidding and Planning do not describe CRM stages, deals or revenue by campaign, and LinkedIn Ads cannot join a campaign group.
Pacing Console paces Google Ads, Microsoft Ads and LinkedIn Ads together, then adds CRM lifecycle stages by campaign on Pro and deals and revenue on Enterprise. That puts cost per opportunity and cost per dollar of pipeline beside the pace of each campaign, which is the view a B2B CMO or finance partner usually wants. Many teams can keep Search Ads 360 for search execution and use Pacing Console as the cross-platform pacing and pipeline view.
How to switch from Search Ads 360
- 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.
- Copy each Search Ads 360 plan amount and date range into a budget plan with flight dates, and group campaigns the way your campaign groups are set up.
- Connect your CRM so lifecycle stages (Pro) or deals and revenue (Enterprise) appear by campaign.
- Keep Search Ads 360 for search execution if you like, and use Pacing Console for the cross-platform pace and the daily off-pace email.
How we checked
Every fact about Search Ads 360 on this page comes from Search Ads 360’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 Search Ads 360 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
- LinkedIn Ads is a meaningful part of your budget
- You want spend, pace and pipeline by campaign in one place
- You want a published price and a self-serve start
- You prefer a person to approve every budget change
Choose Search Ads 360 when
- You run large search programs and want budget bid strategies to move budgets and bids automatically
- You advertise on Yahoo Japan Ads or Baidu
- Your team already works in Google Marketing Platform and wants search planning in the same product
Frequently asked questions
Does Search Ads 360 do budget pacing?
Yes. Its Bidding and Planning area lets you set plans with an amount and time range, shows a budget-pacing chart of estimated, target and actual spend, and can use a budget bid strategy to set campaign budgets and bids automatically.
Can Search Ads 360 pace LinkedIn Ads?
Google’s Help Center says social engine campaigns cannot be included in campaign groups, which are what plans pace. Pacing Console paces LinkedIn Ads next to Google Ads and Microsoft Ads.
How much does Search Ads 360 cost?
Pricing is not listed on the Search Ads 360 Help Center pages we checked; ask Google or your Google partner. Pacing Console publishes its prices: first month free, then Pro at $49 USD per workspace a month or Enterprise at $1,500 USD a month billed annually.
Can I use both?
Yes. Pacing Console reads spend from your Google Ads and Microsoft Ads accounts through scripts, so it can sit beside Search Ads 360 as the pacing, alerting and pipeline view.
Sources
Competitor pages checked on .
- Search Ads 360 Help: about Bidding and Planning (support.google.com/sa360/answer/10058344?hl=en)
- Search Ads 360 Help: about performance plans (support.google.com/sa360/answer/10058345?hl=en)
- Search Ads 360 budget management feature brief (PDF) (services.google.com/fh/files/misc/search_ads_360_budget_management_feature_brief.pdf)
- Search Ads 360 Help: engine track accounts (support.google.com/sa360/answer/14310592?hl=en)
