--- title: AdRoll ABM (Formerly RollWorks) Reviews meta\_title: 'AdRoll ABM (Formerly RollWorks) Reviews 2026: Details, Pricing, & Features | G2' meta\_description: Filter 655 reviews by the users' company size, role or industry to find out how AdRoll ABM (Formerly RollWorks) works for a business like yours. aggregate\_rating: rating\_value: 4.3 review\_count: 655 scale: '5' date\_modified: '2026-08-10' parent\_category: name: Account-Based Marketing url: https://www.g2.com/categories/account-based-marketing --- ### AdRoll ABM (Formerly RollWorks) Pros and Cons: Top 5 Advantages and Disadvantages #### Quick AI Summary Based on G2 Reviews Generated from real user reviews Users appreciate the **ease of use** of AdRoll ABM, highlighting its simple setup and excellent customer support. [(168 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1162214&qs=pros-and-cons#reviews) Users value the **precise audience targeting** of AdRoll ABM, enhancing engagement and guiding prospects through their journey. [(105 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1162005&qs=pros-and-cons#reviews) Users value the **precise targeting ability** of AdRoll ABM, enhancing their advertising effectiveness across multiple channels. [(102 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1161997&qs=pros-and-cons#reviews) Users value the **insightful intent data** from AdRoll ABM, enhancing targeting and ROI tracking across campaigns. [(99 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1161895&qs=pros-and-cons#reviews) Users appreciate the **great customer support** from AdRoll, facilitating a smooth onboarding and integration process. [(91 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1163243&qs=pros-and-cons#reviews) Users find the **steep learning curve** of AdRoll ABM challenging, especially with its complex campaign management terminology. [(66 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1160877&qs=pros-and-cons#reviews) Users express concern over **missing features** , such as limited advertising options and inadequate reporting tools for effective use. [(60 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1164264&qs=pros-and-cons#reviews) Users note the **limited features** of AdRoll ABM, particularly in filters and native advertising options for segmentation. [(45 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1163509&qs=pros-and-cons#reviews) Users express frustration over **campaign issues** with AdRoll ABM, citing difficulties tracking leads and inconsistent reporting. [(42 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1160748&qs=pros-and-cons#reviews) Users are frustrated with the **targeting limitations** of AdRoll ABM, making it hard to reach specific leads effectively. [(41 mentions)](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1165301&qs=pros-and-cons#reviews) ### 5 Pros or Advantages of AdRoll ABM (Formerly RollWorks) ##### 1. Ease of Use Users appreciate the **ease of use** of AdRoll ABM, highlighting its simple setup and excellent customer support. [ See 168 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1162214&qs=pros-and-cons#reviews) See Related User Reviews ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") A Verified User Small-Business (50 or fewer emp.) 4.5/5 "Effective ABM Tool for B2B Marketing" What do you like about AdRoll ABM (Formerly RollWorks)? We've been using AdRoll ABM to support our account-based campaigns, and it's been a smooth experience overall. I like how easy it is to build and laun ![Gavin B.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Gavin B.") GB Gavin B. Mid-Market (51-1000 emp.) 5.0/5 "Clean, User-Friendly UI Makes All the Difference" What do you like about AdRoll ABM (Formerly RollWorks)? The UI is very clean and user friendly, the Onboarding and customer success team have been communicative and helpful. ##### 2. Audience Targeting Users value the **precise audience targeting** of AdRoll ABM, enhancing engagement and guiding prospects through their journey. [ See 105 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1162005&qs=pros-and-cons#reviews) See Related User Reviews ![Amit Y.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Amit Y.") AY Amit Y. Small-Business (50 or fewer emp.) 4.5/5 "Accurate Targeting, Needs UI Improvements" What do you like about AdRoll ABM (Formerly RollWorks)? I appreciate the quality of placements and the accuracy of targeting the audience in our target companies with AdRoll ABM (Formerly RollWorks). It's s ![Hassan A.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Hassan A.") HA Hassan A. Small-Business (50 or fewer emp.) 5.0/5 "RollWorks Delivers Powerful ABM Retargeting with Firmographic and Intent Data" What do you like about AdRoll ABM (Formerly RollWorks)? RollWorks excels at ABM-style retargeting, leveraging firmographic data, intent signals, and pixel-based segmentation to drive better funnel outcomes ##### 3. Targeting Users value the **precise targeting ability** of AdRoll ABM, enhancing their advertising effectiveness across multiple channels. [ See 102 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1161997&qs=pros-and-cons#reviews) See Related User Reviews ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") U Verified User Mid-Market (51-1000 emp.) 5.0/5 "Advertising made easy with AdRoll ABM" What do you like about AdRoll ABM (Formerly RollWorks)? The AdRoll ABM team is amazing to work with, and they really take the time to get to know your product. ![Amit Y.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Amit Y.") AY Amit Y. Small-Business (50 or fewer emp.) 4.5/5 "Accurate Targeting, Needs UI Improvements" What do you like about AdRoll ABM (Formerly RollWorks)? I appreciate the quality of placements and the accuracy of targeting the audience in our target companies with AdRoll ABM (Formerly RollWorks). It's s ##### 4. Intent Data Users value the **insightful intent data** from AdRoll ABM, enhancing targeting and ROI tracking across campaigns. [ See 99 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1161895&qs=pros-and-cons#reviews) See Related User Reviews ![Hassan A.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Hassan A.") HA Hassan A. Small-Business (50 or fewer emp.) 5.0/5 "RollWorks Delivers Powerful ABM Retargeting with Firmographic and Intent Data" What do you like about AdRoll ABM (Formerly RollWorks)? RollWorks excels at ABM-style retargeting, leveraging firmographic data, intent signals, and pixel-based segmentation to drive better funnel outcomes DM Daniel M. Small-Business (50 or fewer emp.) 3.5/5 "Great company-level intent insights, but confusing UX and limited individual visibility" What do you like about AdRoll ABM (Formerly RollWorks)? 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-le ##### 5. Customer Support Users appreciate the **great customer support** from AdRoll, facilitating a smooth onboarding and integration process. [ See 91 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1163243&qs=pros-and-cons#reviews) See Related User Reviews ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") U Verified User Mid-Market (51-1000 emp.) 5.0/5 "Advertising made easy with AdRoll ABM" What do you like about AdRoll ABM (Formerly RollWorks)? The AdRoll ABM team is amazing to work with, and they really take the time to get to know your product. ![Gavin B.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Gavin B.") GB Gavin B. Mid-Market (51-1000 emp.) 5.0/5 "Clean, User-Friendly UI Makes All the Difference" What do you like about AdRoll ABM (Formerly RollWorks)? The UI is very clean and user friendly, the Onboarding and customer success team have been communicative and helpful. ### 5 Cons or Disadvantages of AdRoll ABM (Formerly RollWorks) ##### 1. Learning Curve Users find the **steep learning curve** of AdRoll ABM challenging, especially with its complex campaign management terminology. [ See 66 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1160877&qs=pros-and-cons#reviews) See Related User Reviews ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") U Verified User Mid-Market (51-1000 emp.) 5.0/5 "Advertising made easy with AdRoll ABM" What do you dislike about AdRoll ABM (Formerly RollWorks)? Having a library of training videos would be a great addition to help navigate the learning curve. ![Gavin B.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Gavin B.") GB Gavin B. Mid-Market (51-1000 emp.) 5.0/5 "Clean, User-Friendly UI Makes All the Difference" What do you dislike about AdRoll ABM (Formerly RollWorks)? Information was overwhelming to me at first as someone with limited experience, but that is not exactly an AdRoll ABM issue ##### 2. Missing Features Users express concern over **missing features** , such as limited advertising options and inadequate reporting tools for effective use. [ See 60 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1164264&qs=pros-and-cons#reviews) See Related User Reviews ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") U Verified User Mid-Market (51-1000 emp.) 5.0/5 "Advertising made easy with AdRoll ABM" What do you dislike about AdRoll ABM (Formerly RollWorks)? Having a library of training videos would be a great addition to help navigate the learning curve. ![Hassan A.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Hassan A.") HA Hassan A. Small-Business (50 or fewer emp.) 5.0/5 "RollWorks Delivers Powerful ABM Retargeting with Firmographic and Intent Data" What do you dislike about AdRoll ABM (Formerly RollWorks)? The biggest drawback is reporting. While RollWorks covers high-level metrics well (impressions, clicks, influenced accounts), it falls short for marke ##### 3. Limited Features Users note the **limited features** of AdRoll ABM, particularly in filters and native advertising options for segmentation. [ See 45 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1163509&qs=pros-and-cons#reviews) See Related User Reviews ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") U Verified User Mid-Market (51-1000 emp.) 4.5/5 "Easy-to-Use Platform That Strengthens Retargeting Campaigns" What do you dislike about AdRoll ABM (Formerly RollWorks)? While I’m still learning about some of AdRoll’s additional capabilities, the tracking is very straightforward and has definitely been useful in elevat AS Alin S. Mid-Market (51-1000 emp.) 3.5/5 "Great Support and Simple Interface, but UI Can Feel Dense and Click-Heavy" What do you dislike about AdRoll ABM (Formerly RollWorks)? Some areas of the UI are dense and unintuitive, and it can take too many clicks to find key lists, tabs, or reports. Advanced targeting options feel l ##### 4. Campaign Issues Users express frustration over **campaign issues** with AdRoll ABM, citing difficulties tracking leads and inconsistent reporting. [ See 42 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1160748&qs=pros-and-cons#reviews) See Related User Reviews ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") U Verified User Mid-Market (51-1000 emp.) 5.0/5 "Advertising made easy with AdRoll ABM" What do you dislike about AdRoll ABM (Formerly RollWorks)? Having a library of training videos would be a great addition to help navigate the learning curve. ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") A Verified User Mid-Market (51-1000 emp.) 5.0/5 "Display ads that hit their mark – for excellent brand awareness; User interface needs work" What do you dislike about AdRoll ABM (Formerly RollWorks)? The user interface is clean, but unfortunately TOO clean for the level of complexity within the platform. It creates a dull experience that is also co ##### 5. Targeting Limitations Users are frustrated with the **targeting limitations** of AdRoll ABM, making it hard to reach specific leads effectively. [ See 41 mentions ](https://www.g2.com/products/adroll-abm-formerly-rollworks/reviews?filters%5Bsentiment_snippet%5D=1165301&qs=pros-and-cons#reviews) See Related User Reviews AS Alin S. Mid-Market (51-1000 emp.) 3.5/5 "Great Support and Simple Interface, but UI Can Feel Dense and Click-Heavy" What do you dislike about AdRoll ABM (Formerly RollWorks)? Some areas of the UI are dense and unintuitive, and it can take too many clicks to find key lists, tabs, or reports. Advanced targeting options feel l ![Verified User](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User") A Verified User Mid-Market (51-1000 emp.) 4.0/5 "Easy Campaign Launches with Flexible Targeting" What do you dislike about AdRoll ABM (Formerly RollWorks)? It can be difficult to reach European audiences, or even to track that reach, because of GDPR regulations. However, being able to target these audienc ![Dex W.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Dex W.") DW Dex W. Digital Marketing Manager Mid-Market (51-1000 emp.) 3/25/2025 "Dynamic ABM Ads, But Needs Better Account Alerts" 4.5/5 What do you like best about AdRoll ABM (Formerly RollWorks)? I really appreciate AdRoll ABM (Formerly RollWorks) for its ABM display advertising and targeting capabilities, which work well for our niche manufacturing life science industry. The platform allows our small, bandwidth-limited team to run dynamic display advertising to different audience and account lists effectively. Additionally, I found the initial setup to be very easy due to their incredible onboarding team. Review collected by and hosted on G2.com. What do you dislike about AdRoll ABM (Formerly RollWorks)? Prospecting is difficult for our sales team, so taking spiking account alerts and trying to action on them is hard. Especially when spikes are based off a root domain and we have hospital system clients with dozens of locations, so determining where the intent is coming from isn’t useful. Splint account alerts aren’t very actionable for a B2B company like us that isn’t SaaS. Review collected by and hosted on G2.com. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? I use AdRoll ABM for ABM display advertising and targeting, which helps us reach our niche manufacturing life science audience. It supports our small, bandwidth-limited team by enabling dynamic advertising to various audience and account lists efficiently. Review collected by and hosted on G2.com. Show More 4/16/2026 Current UserValidated ReviewerIncentivizedSource: G2 invite on behalf of seller ![Liz L.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Liz L.") LL Liz L. Senior Lifecycle Marketing Manager Financial Services Mid-Market (51-1000 emp.) 2/26/2024 "AdRoll ABM helps showcase marketing activity and attribution" 5/5 What do you like best about AdRoll ABM (Formerly RollWorks)? 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. What do you dislike about AdRoll ABM (Formerly RollWorks)? 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. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? AdRoll ABM has given us an advertising platform that is clear and easy to build ABM campaigns and retargeting motions. It connects our account data from Hubspot and pushes it to LinkedIn so we can continue our omnichannel ABM efforts with enriched and accurate data. Additionally, it has helped us build a standard for how we in Marketing and Sales look at our in TAM accounts and track where they are at in the marketing and sales motion. Finally, it has helped showcase our ideal customer profile and enriched our accounts with intent data. Review collected by and hosted on G2.com. Show More 1/30/2026 Current UserValidated ReviewerIncentivizedSource: G2 invite on behalf of seller ![Verified User in Financial Services](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User in Financial Services") UF Verified User in Financial Services Mid-Market (51-1000 emp.) 8/24/2024 "Advertising made easy with AdRoll ABM" 5/5 What do you like best about AdRoll ABM (Formerly RollWorks)? The AdRoll ABM team is amazing to work with, and they really take the time to get to know your product. Review collected by and hosted on G2.com. What do you dislike about AdRoll ABM (Formerly RollWorks)? Having a library of training videos would be a great addition to help navigate the learning curve. Review collected by and hosted on G2.com. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? I use RollWorks to introduce new users to our brand. This strategy implies that I try to get a lot of impressions with a good click through rate. With that said, I also retarget users who have interacted with our mupltiple ads. Review collected by and hosted on G2.com. Show More 8/3/2026 Current UserValidated ReviewerIncentivizedSource: G2 invite on behalf of seller ![Gavin B.](/assets/transparent-ad5be28fbcd25b7b08d2cebe1d957125437fb5407d75ee717965ad22c8808791.gif "Gavin B.") GB Gavin B. Marketing Associate Mid-Market (51-1000 emp.) 11/5/2025 "Clean, User-Friendly UI Makes All the Difference" 5/5 What do you like best about AdRoll ABM (Formerly RollWorks)? The UI is very clean and user friendly, the Onboarding and customer success team have been communicative and helpful. Review collected by and hosted on G2.com. What do you dislike about AdRoll ABM (Formerly RollWorks)? Information was overwhelming to me at first as someone with limited experience, but that is not exactly an AdRoll ABM issue Review collected by and hosted on G2.com. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? Building brand awareness and moving accounts through the funnel. Review collected by and hosted on G2.com. Show More 7/16/2026 Current UserValidated ReviewerIncentivizedSource: G2 invite on behalf of seller ![Verified User in Computer Software](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User in Computer Software") UC Verified User in Computer Software Mid-Market (51-1000 emp.) 2/10/2026 "Easy-to-Use Platform That Strengthens Retargeting Campaigns" 4.5/5 What do you like best about AdRoll ABM (Formerly RollWorks)? 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. What do you dislike about AdRoll ABM (Formerly RollWorks)? 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. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? That said, AdRoll excels at making it easy to target accounts we’ve already nurtured and want to engage more aggressively. This was especially valuable for the campaigns we launched in Q3 and Q4, helping to accelerate momentum and support deal close efforts. Review collected by and hosted on G2.com. Show More Response from Kayleigh Magistre of AdRoll ABM (Formerly... [Editedit](https://www.g2.com/survey_responses/adroll-abm-formerly-rollworks-review-12340277/official_response/edit) Hi there! Thank you for sharing your experience with AdRoll ABM. It's great to hear that you find our platform easy to set up and that our tracking capabilities have been beneficial in enhancing your campaign strategies. It's also wonderful that your account managers have been helpful during the onboarding process. We appreciate your feedback on the display ad sizes, and we will definitely take this into consideration for future improvements. If you have any further questions or need assistance with exploring more of AdRoll's features, please don't hesitate to reach out to your account management team--they're here to support you every step of the way! Thank you again for your valuable feedback. Current UserValidated ReviewerIncentivizedSource: G2 invite on behalf of seller ![Verified User in Computer Software](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User in Computer Software") UC Verified User in Computer Software Mid-Market (51-1000 emp.) 2/4/2026 "Clear Account Insights and Powerful Intent Keyword Targeting" 5/5 What do you like best about AdRoll ABM (Formerly RollWorks)? 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. What do you dislike about AdRoll ABM (Formerly RollWorks)? 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. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? With the massive shift in inbound marketing over the past year, driven by the rise of LLMs like ChatGPT, Gemini, and Perplexity, organic traffic has softened. We realized we needed to shift from a passive inbound model to a more proactive approach. AdRoll ABM is one of the many initiatives we’re implementing this year to get in front of our ICPs earlier, educate them, and engage them throughout their buying journey. It helps us stay visible despite search disruption, expand awareness within target accounts, and surface demand rather than waiting for it. Review collected by and hosted on G2.com. Show More Current UserValidated ReviewerIncentivizedSource: G2 invite on behalf of seller ![Verified User in Computer & Network Security](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User in Computer & Network Security") UC Verified User in Computer & Network Security Small-Business (50 or fewer emp.) 11/5/2025 "Real-Time Prospect Insights That Drive Engagement" 4/5 What do you like best about AdRoll ABM (Formerly RollWorks)? 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. What do you dislike about AdRoll ABM (Formerly RollWorks)? 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. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? AdRoll ABM helps me identify which companies are actively researching our brand. When I’m doing outreach, it’s incredibly helpful to see which companies are engaging with our content, because it shows me when my messaging is resonating. The daily outreach notifications also give me real-time insight into which accounts are showing interest, so I can prioritize my follow-ups and focus on the warmest opportunities. Review collected by and hosted on G2.com. Show More 2/3/2026 Current UserValidated ReviewerIncentivizedSource: G2 invite on behalf of seller ![Verified User in Information Technology and Services](/assets/icons/anonymous-avatar-purple-4ae1032bdb50ee5682003170c8184aee790d25958bd397abbd384ba52c596a7b.svg "Verified User in Information Technology and Services") UI Verified User in Information Technology and Services Mid-Market (51-1000 emp.) 11/5/2025 "Great ABM Platform with Excellent Strategic Support" 4.5/5 What do you like best about AdRoll ABM (Formerly RollWorks)? 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. What do you dislike about AdRoll ABM (Formerly RollWorks)? 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. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? AdRoll ABM has been a great additional platform to utilize with our paid efforts. It has helped us reach and engage our key account audiences more efficiently through targeted display and retargeting campaigns. It’s been a great way to expand brand awareness among decision-makers in specific industries while keeping spend focused on high-value accounts. Review collected by and hosted on G2.com. Show More 1/31/2026 Current UserValidated ReviewerIncentivizedSource: G2 invite on behalf of seller SM Steph M. Head of Creative and Campaigns Mid-Market (51-1000 emp.) 11/5/2025 "Effective Targeting, But Needs Better Filters and Reporting" 3.5/5 What do you like best about AdRoll ABM (Formerly RollWorks)? 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. What do you dislike about AdRoll ABM (Formerly RollWorks)? 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. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? We have been struggling with balancing our media credit budget with our campaign strategy, and our account manager Austin has been really helpful in giving us adjustments we can make. And although I wish some of the reporting for self-service, he is very reactive to any requests we have. Review collected by and hosted on G2.com. Show More 11/11/2025 Current UserValidated ReviewerIncentivizedSource: G2 invite on behalf of seller AS Alin S. Paid Media Specialist Mid-Market (51-1000 emp.) 2/6/2026 "Great Support and Simple Interface, but UI Can Feel Dense and Click-Heavy" 3.5/5 What do you like best about AdRoll ABM (Formerly RollWorks)? Easy to use if you know how to (a bit of a steep learning curve for me). The support has been great. Simple interface. Review collected by and hosted on G2.com. What do you dislike about AdRoll ABM (Formerly RollWorks)? Some areas of the UI are dense and unintuitive, and it can take too many clicks to find key lists, tabs, or reports. Advanced targeting options feel limited, especially around job function and seniority, which restricts how precisely I can build audiences. Review collected by and hosted on G2.com. What problems is AdRoll ABM (Formerly RollWorks) solving and how is that benefiting you? AdRoll ABM is helping us centralize our ABM efforts by unifying account data, targeting, and reporting in one place, so we can focus spend on high-intent accounts and better align marketing and sales around the same priority accounts. Review collected by and hosted on G2.com. Show More Response from Kayleigh Magistre of AdRoll ABM (Formerly... [Editedit](https://www.g2.com/survey_responses/adroll-abm-formerly-rollworks-review-12322746/official_response/edit) Hi Alin! Thank you for sharing your feedback. It's awesome that you find AdRoll ABM easy to use and appreciate our support. We understand your concerns about the density of some areas in the UI and the limitations in advanced targeting options. We continuously strive to improve our platform based on customer feedback, so your input is valuable to us. We'll take note of your comments and work on enhancing the user experience and expanding targeting capabilities. We're here to help and ensure you have a positive experience with our product and services. Thank you again! 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