AdRoll ABM (Formerly RollWorks) Reviews & Product Details

I like the targeted approach and the way you can get hirer ROI Review collected by and hosted on G2.com.

The ads are hard to upload and get approved. Adding more usability to that Review collected by and hosted on G2.com.

AdRoll ABM offers several valuable enhancements that I really appreciate. The Bombora intent data provides deeper insights into companies researching topics related to our solutions, helping us identify which accounts are showing strong interest. The platform surfaces our most engaged accounts—those interacting directly with our ads—and also highlights trending accounts that show intent signals beyond advertising. It’s much easier to identify and connect with the right contacts within target accounts, which streamlines our outreach efforts. Additionally, the account targeting campaigns are incredibly effective for retargeting and keeping our messaging in front of the right audience at the right time. Review collected by and hosted on G2.com.

The platform has a bit of a learning curve, and it can take time to fully understand all of its features. It also requires some patience, as campaign results aren’t always immediate. Compared to other advertising platforms, AdRoll ABM can feel somewhat complex, and the targeting options, especially around job functions and seniority levels—are still fairly limited. Strengthening these areas would make the platform even more powerful and user-friendly. Review collected by and hosted on G2.com.

One of the platform's biggest strengths is its ability to efficiently and cost-effectively identify in-market ICPs, target them with advertising, and monitor all activities within a single interface. However, what truly stands out is their CSM team, which is exceptional. They work closely with you to ensure that both the system and campaigns are configured to achieve the best possible results. The level of service really feels white glove! Review collected by and hosted on G2.com.

Report could be a bit more centralized and intuitive. But once you get the hang of it, it's not bad. Review collected by and hosted on G2.com.

Using AI to optimize campaign performance as well as getting the insight quickly is great. Review collected by and hosted on G2.com.

Not sure, I cannot think of any right now. Review collected by and hosted on G2.com.

We were able to create many customisable reports in Salesforce that showed us Account Intent, AdRoll Spike Levels, Spike Reasons, Engagement, High Intent Keywords etc. This has helped multiple departments including Sales Operations, Marketing, Sales and we have saved hours of manual of works once we implemented it. Review collected by and hosted on G2.com.

Honestly, there wasn’t anything I disliked about it—it ended up being one of my favorite implementations. Review collected by and hosted on G2.com.

I appreciate the way you can target specific accounts rather than just a broad, general audience. This approach makes it easier to track and concentrate spending on high-value prospects, instead of wasting resources on random visitors. Review collected by and hosted on G2.com.

The interface and setup process have a steep learning curve, which can feel overwhelming and take up a lot of time. Additionally, the pricing is not always clearly presented from the start. Review collected by and hosted on G2.com.

One of the standout features of the AdRoll Account-Based Marketing + Advertising suite is the ability to run advertising campaigns at both the account and contact level, which gives us a lot of flexibility in targeting. I also appreciate having access to intent data insights, drawing from both AdRoll keyword intent and Bombora topics. In fact, the platform allows us to segment campaigns based on almost any criteria, making it extremely adaptable to our needs. The user interface and user experience are clean and intuitive, making management tasks like editing audiences, managing creative assets, and reviewing ongoing campaigns straightforward. I also find the automated journey stages helpful, and the integration with Salesforce streamlines our workflow. Lastly, onboarding was smooth and our continue support (from our Customer Success Manager, Christina) has been absolutely exceptional throughout our experience. Review collected by and hosted on G2.com.

Navigating the logic behind audience filters can require some adjustment, as the and/or logic options are not as sophisticated as I would prefer (that said, this only applies when using campaign filtering in AdRoll and there are plenty of workarounds). Additionally, the integration with Salesforce could use some improvements, particularly in making a few contact campaign metrics more accessible and making all campaign data visible for periods longer than the current 90-day rolling window. Review collected by and hosted on G2.com.

What I like best about AdRoll ABM is its ability to unify data, targeting, and measurement within a single platform. It enables precise account segmentation, efficient multi-channel activation, and transparent performance reporting. The platform’s ease of use and strong integration capabilities make it a valuable tool for driving alignment between marketing and sales and optimizing overall campaign efficiency. Review collected by and hosted on G2.com.

Audience sizes in EMEA tend to be very limited, which makes effective targeting and campaign scaling challenging. While the platform performs well in the U.S., the lack of robust data coverage and reach across European markets reduces its overall impact for global or regionally diverse campaigns. Review collected by and hosted on G2.com.

Reviewers consistently praise the interface as clean and intuitive. It makes it easy to go from uploading account lists to launching live, multi-channel campaigns in hours instead of weeks. Review collected by and hosted on G2.com.

The dashboard doesn’t support customization for multi-variable reports, which is a limitation for my reporting needs. Review collected by and hosted on G2.com.

The platform is intuitive to build with, but the best part is the amount of support throughout the process, especially building during onboarding. Review collected by and hosted on G2.com.

There are parts of the UI that are somewhat inconvenient. Review collected by and hosted on G2.com.