AdRoll ABM (Formerly RollWorks) Reviews & Product Details

What I like most is being able to see which companies are actually checking us out and what they’re looking at. I use the company tracking and page-level insights all the time especially to see if someone’s spending time on our pricing page, product pages, or case studies. That kind of detail is huge.

It’s helped my workflow a lot because I’m not just blindly reaching out anymore. If I see a target account poking around high intent pages, I’ll time my outreach around that and tailor my message to what they were clearly interested in. It makes the conversation feel way more relevant and my response rates have definitely improved.

One unexpected benefit is how helpful it’s been for messaging. Seeing which pages different types of companies spend time on has given me better insight into what’s actually resonating, and I’ve been able to adjust my outreach (and even share feedback with marketing) based on that. Review collected by and hosted on G2.com.

One thing that would make it a lot more powerful is being able to see exactly who at the company is doing the research. Right now, I can see the account-level activity, but I still have to guess who the right person is internally. That sometimes leads to outreach that misses the mark or adds an extra step of trying to find the actual decision-maker. If there were a way to tie activity to specific contacts (even probabilistically, like likely personas or roles), it would make outreach much more precise and save time.

The UX can also be a bit confusing at first. It’s not always obvious where to find certain insights or how different views connect together. Early on, that slowed me down and made it harder to consistently use the platform in my daily workflow. A more streamlined layout, clearer labeling, or even guided onboarding/tooltips for key features would make it easier to adopt and get value from faster.

Overall, the data itself is really strong, it just needs a slightly smoother user experience and more contact-level clarity to make it even more actionable. Review collected by and hosted on G2.com.

The AdRoll ABM platform is extremely user-friendly and easy to pick up from day one. We use it for digital ads and for tracking funnel movement, and it has been a major upgrade from our previous systems. I’m in the platform daily for a variety of functions, and the overall ease of use has truly been a game changer.

Our implementation process was hands-on and collaborative, and we worked with a consistent team that understood our goals and objectives. We’ve had the same customer success manager since implementation (over two years ago), and he has been outstanding. He keeps us updated on new product features that align with our goals, helps with strategic planning shifts, and is extremely quick to respond whenever we have questions or run into issues.

From a digital ads perspective, we’re seeing strong performance, and the reporting capabilities offer a wide range of breakdowns to help us understand results. Review collected by and hosted on G2.com.

I wouldn't say I have any major dislikes, just product features that would be nice to have, and every single time we bring those to the team they reach out to their engineering and team counterparts to understand if our ask is on the product roadmap. More than once our request is on the map and in some cases we've been asked to help beta test. Review collected by and hosted on G2.com.

The account level reporting is solid. It shows exactly which accounts are engaging. Being able to see that specific account activity helps me hand off much better data to my sales team than I get from standard social platforms. Review collected by and hosted on G2.com.

The reporting delay, combined with the slow campaign ramp-up, is a major frustration. Unlike LinkedIn, where you can see results immediately, this platform has a long learning period before ads even start running properly. Having to wait 24 hours to see data for a campaign that already takes too long to get moving makes optimization feel unnecessarily slow and drawn out. 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.

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.

AdRoll ABM makes it easy to target buyers with right-time ad messaging based on what journey stage their prospects are in. Their support is fantastic, as are their customer account managers. They have always done a nice job of helping us with strategy and fixing issues that arise. I use AdRoll ABM everyday for air coverage and monitoring journey stage progression. Review collected by and hosted on G2.com.

When setting up playbooks, you can pare down your audience with a seniority filter. It allows to apply C-Suite filters, but then it jumps down to Management. I'd like to see VP/Director level filtering, as it blows our budget out of the water to include a large group of management that aren't who we want to target. Also, you really have to keep a close eye on your budget towards the end of the month, as there is no ability to set a "cap". In addition, reporting could be better. We need to ask AdRoll ABM to give us information from the backend in order to report properly on our end. If would be much more convenient if we were able to self service this. At the price point that AdRoll ABM sits at, these are no brainers to me. Review collected by and hosted on G2.com.