how it combines account targeting, intent data, and multi-channel activation in one platform. It makes it easy to focus on high-value accounts, reduce wasted spend, and align marketing and sales around a clear view of the buyer journey. Review collected by and hosted on G2.com.

What I dislike about AdRoll ABM is that the platform can have a bit of a learning curve Review collected by and hosted on G2.com.

Rollworks has been helping me to generate a new set of audience every few days to help bring them to our website using targeted campaigns and ABM Review collected by and hosted on G2.com.

What is dislike is that its a little bit confusing and I would need support from the account teams on how I can help to maximize the engagements that were received to my website. I wish both RW and Linkedin would communicate more and get the automations in place to get the leads tow ork in our favor Review collected by and hosted on G2.com.

What I like best about AdRoll ABM (RollWorks) is how it pulls everything into one place and actually makes ABM feel actionable, not just theoretical.

Before using it, we were stitching together intent data, account lists, and ad platforms. With RollWorks, it’s much easier to identify the right accounts and immediately do something with that insight. The fit + intent scoring is especially helpful for prioritizing who’s actually in-market vs. just a good ICP match on paper.

I also really like how it helps surface otherwise invisible demand—accounts visiting the site that would never fill out a form. That’s been huge for expanding our reach beyond just known leads.

On top of that, it does a good job of bridging marketing and sales. Being able to see account engagement and push signals into the CRM gives sales a clearer sense of when to engage and why.

Overall, it’s the combination of account insights + activation that stands out. It’s not just telling you what’s happening—it actually helps you go execute on it quickly. Review collected by and hosted on G2.com.

If I’m being honest, the biggest drawback is that it’s not always the most intuitive tool to use. There’s a bit of a learning curve, and some workflows (like building audiences or setting up campaigns) can feel more complicated than they need to be.

Reporting is another area that could be better. You get decent account-level insights, but it can take some extra work to turn that into a clear story around pipeline or revenue impact—especially if you’re trying to share results with leadership.

I’ve also run into some limitations with visibility at the contact level. You can see which accounts are engaging, but not always who within those accounts, which makes sales follow-up a little less precise.

And compared to running campaigns directly in platforms like LinkedIn, it can feel a bit less flexible and sometimes slower to iterate.

Overall, it works well for what it’s meant to do, but there are definitely moments where it feels a little clunky or harder to navigate than it should be. Review collected by and hosted on G2.com.

We use AdRoll for display advertising, and it has been very easy to set up. I especially appreciate the support from our account managers as they were extremely helpful throughout the onboarding process. The integration sessions were informative and necessary, and they made getting everything up and running much smoother. Review collected by and hosted on G2.com.

While I’m still learning about some of AdRoll’s additional capabilities, the tracking is very straightforward and has definitely been useful in elevating our campaign strategies. One challenge we’ve encountered is with the display ad sizes, which can feel quite small and make it difficult to fit all the content we’d like into the ads. Designing ads that look cohesive, impactful, and visually strong within those constraints can be tricky. Review collected by and hosted on G2.com.

I really like the ability to see exactly who is engaging on our website and which pages they interact with, giving us clearer insight into account behaviour.

I also appreciate the ability to set up campaigns that target key intent keywords, making it easier to reach accounts when they're actively researching. Review collected by and hosted on G2.com.

Since just having implemented the tool, I don’t have any issues or concerns at this stage. Everything so far has gone smoothly. Review collected by and hosted on G2.com.

I really appreciate how AdRoll ABM provides insight into which companies are interacting with our online content. Being able to see when a company is actively researching us—and even which specific pages they’re viewing—is extremely valuable. The alerts are especially helpful because they let me know precisely when a prospect’s interest is at its highest, so I can reach out at the most opportune moment. Their CSM team is also fantastic: they’re responsive, knowledgeable, and always willing to help me get the most out of the platform. Review collected by and hosted on G2.com.

I wish I could see exactly who within a company is researching our content. It’s helpful to know when an organization is showing interest, but without being able to identify the specific individual or even their role, it’s much harder to tailor my outreach and follow-up. I understand this limitation may not be unique to RollWorks and is likely more of a broader ABM platform constraint, but having that level of visibility would make the insights far more actionable. Review collected by and hosted on G2.com.

I really value how AdRoll ABM makes it easy to target high-intent audiences and specific account segments across multiple channels. We often have pretty decent audience penetration. The retargeting and account-based capabilities are strong too, and the platform gives a clear view of how campaigns are engaging key accounts through the funnel. Our bi-weekly strategy calls with our account manager are incredibly insightful. They consistently share optimization ideas, performance reviews, and audience strategies that help us refine our campaigns and make better use of our spend. Ad Roll ABM has also provided us assistance with creative resizing for Web Display graphics which has saved our graphic design team a lot of time. Review collected by and hosted on G2.com.

Costs can scale quickly if you’re running multiple playbooks/campaigns at once, so budget pacing and monitoring need close attention. Review collected by and hosted on G2.com.

One of the standout features of this tool is its ability to target accounts with precision, right down to the individual level. This granularity has been instrumental in helping us craft personalized campaigns that resonate deeply with our audience. Whether it's identifying key decision-makers or tailoring messaging to specific roles, AdRoll delivers the insights and capabilities we need to drive meaningful engagement. Review collected by and hosted on G2.com.

Reporting Customization: While the reporting capabilities are solid, there are some limitations when it comes to customizing reports. It would be helpful to have more flexibility in tailoring reports to specific business needs or metrics. Review collected by and hosted on G2.com.

RollWorks excels at ABM-style retargeting, leveraging firmographic data, intent signals, and pixel-based segmentation to drive better funnel outcomes . Review collected by and hosted on G2.com.

The biggest drawback is reporting. While RollWorks covers high-level metrics well (impressions, clicks, influenced accounts), it falls short for marketers who want deep, customizable attribution. You often need to export data into another BI tool to answer basic questions like true pipeline impact by segment or journey stage. Review collected by and hosted on G2.com.

I like the visibility of an account's engagement journey from unaware to MQL. The initial setup of AdRoll ABM (Formerly RollWorks) was very easy. Review collected by and hosted on G2.com.

What could be improved is suggestions on what the user can do to increase engagement such as creative change, account list refresh, etc Review collected by and hosted on G2.com.