AdRoll ABM (Formerly RollWorks) Reviews & Product Details

The account managers at AdRoll are fantastic. They make a real effort to understand our business needs and ad campaign ideas. They are prepared with helpful suggestions, and provide quick responses to questions and inquiries. If we need changes, they typically have them made within the hour. Review collected by and hosted on G2.com.

Understanding the reporting and effectiveness of ABM can be a struggle. This is mainly due to the nature of ABM mostly being an awareness play in the B2B space. As marketers, we're tasked with proving to leadership that ABM ad campaigns are effective, and that translation can be challenges. Along those lines, it can sometimes be challenging for the account managers to understand why leadership has a tough time conceptualizing the benefit. It's hard for leadership not to see it as a lead generation play. Review collected by and hosted on G2.com.

It's pretty user friendly as far as assembling lists go. Additionally, the media center is excellent. If you're uploading a bunch of ad images, not only can you bulk upload them, but you can also press a button that attaches the same URL to all of the images. You can also label them so they're easy to find when you're setting up the ads later. Peak convenience. It's also super easy to export account lists to Linked in. The rep is also knowledgable and always responds quickly when I Slack for help. Review collected by and hosted on G2.com.

I dislike that they keep rebranding. That's incredibly obnoxious. The way things are set up are also not completely clear. For example, you can export account lists to LI but not contact lists. You also can't run an ad playbook with a contact list. There's a third type of ad, called website ads, which isn't super intuitive. It doesn't require that people have visited your site, so it's misnamed. The selections for contact titles and job functions are also fairly thin on the grounds, which makes it difficult not to have a wider audience. Review collected by and hosted on G2.com.

I think using this platform has definitely been great for us. Being able to segment and target specific accounts for ads has changed the way we capture leads positively. The only minor thing I think can be better is the email uploading tool, sometimes is quite annoying when trying to edit or upload new emails. And the integration with Zoho, it is hard for us to track down results because there is no integration at all. Review collected by and hosted on G2.com.

API with ZOHO. We use personalized URLs to be able to follow up on leads we capture through the RollWorks Platform, but we haven't been able to plug one into each other correctly. No API works within ZOHO and RollWorks, and that is a boomer. Review collected by and hosted on G2.com.

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.

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.

I like that AdRoll helps us effectively use our budget and messaging to target the right accounts. We use the account-based targeting and audience segmentation tools to narrow our focus on a high-intent audience that falls within our target industries. We also like using the reporting and attribution tools to understand which target accounts are showing engagement and how AdRoll is helping improve our conversions. Review collected by and hosted on G2.com.

Some of the more advanced features have a learning curve, making it challenging for new users to navigate the platform. Some reporting customization is also limited. Review collected by and hosted on G2.com.

I like the simplicity of setting up and running campaigns with AdRoll ABM (Formerly RollWorks). It's quite easy, and it helps by reducing manual overheads. I also appreciate the ability to layer in intent data to improve targeting precision, allowing us to do more precise targeting to an account based on interest signals. These features make it valuable to us by making performance tracking at the campaign level easier. Review collected by and hosted on G2.com.

I think there is still scope to improve targeting precision. We still see some accounts getting targeted despite our account list not containing those accounts. Also, it would be great if we get more control over setting more precise audiences based on the job title of the prospect. It would also be great if AdRoll ABM had an AI to which you could give an input in plain English on what kind of campaign you want to run, target personas, etc., and it goes ahead and drafts the campaign settings by building the audience, selecting intent filters, etc. Review collected by and hosted on G2.com.

Seamless ABM + advertising integration

It doesn’t just help you identify target accounts—it actually lets you engage them through ads across channels, all in one place.

Strong Salesforce integration

The sync with Salesforce makes it practical for real B2B workflows. Sales and marketing can align on the same account lists and intent signals without messy manual work.

Intent data & account insights

You get visibility into which accounts are showing buying intent, which helps prioritize outreach instead of guessing. Review collected by and hosted on G2.com.

One downside of AdRoll ABM (formerly RollWorks) is that data accuracy and list logic dependencies can sometimes create issues, especially when heavily reliant on Salesforce integrations. If there’s any mismatch or logic error (like account segmentation), it can directly impact campaign targeting and reporting.

Additionally, reporting can feel slightly limited or delayed at times, particularly for deeper attribution or real-time insights. This can make it harder to quickly validate performance for weekly or QTD reviews. Review collected by and hosted on G2.com.

I like that AdRoll ABM integrates very nicely with existing tech stacks, allowing companies to attach it to their CRM and marketing automation software platforms to create dynamic lists. I appreciate that the segmentation gets quite granular with regard to seniority and functions. I also like that Bombera is embedded in the platform to complement other SEO and keyword strategies. The initial setup was fairly straightforward, and the ability to pivot quickly with dynamic lists helps with evolving priorities and market focus. Review collected by and hosted on G2.com.

What could be improved is attribution. Vanity metrics at the top of the funnel, like impressions and clicks, are very clearly visible in the platform, and those can be easily achieved. But attributing actions like impressions, clicks, and account progression down a buyer's journey to a purchase, particularly for B2B enterprise, is a bit aggressive. And I think that there is a little bit too much influence that the platform takes with regard to opportunity creation and won business. ABM and buyer behavior is shifting and this is a piece, but not the whole picture. I think there should have been a better conversation around cookie configuration and strategies so that there could be better reporting and connectivity between what's visible in the platform, what companies can see on their end via their own platforms so you can connect the dots. The setup around how hands-on the client needs to be was a bit messy for this particular client. Review collected by and hosted on G2.com.

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.

I like the deanonymization feature in AdRoll ABM (Formerly RollWorks). It's a good signal for us in marketing to know which accounts or people are displaying buying behaviors across the internet. It's even better when we can identify who is visiting our website and showing intent but not submitting our form for expression of interest. We like to retarget such leads, and AdRoll helps with this. Review collected by and hosted on G2.com.

I think deanonymization coverage could be improved. It will also be good to have person level deanonymization than just at account level. I am not sure if AdRoll ABM already provides this but since I did not see that in our package - it would be good to have retargeting capabilities, such as a chat bot on the website, event-based email, etc. to target leads as soon as they are identified to have shown a buying signal. Review collected by and hosted on G2.com.