AdRoll Pricing: Plans and Costs Explained

If you've tried to figure out whether AdRoll's base pay-as-you-go Ads plan covers social campaigns (it doesn't) or where managed services kick in ($5,000 or $10,000 in monthly ad spend?), you know the feeling: peeling back layers without reaching the center.

AdRoll is an advertising platform trusted by 110,000+ brands. It runs retargeting and display campaigns across web, social, video, Connected TV, and Digital Out-of-Home from one dashboard, backed by 16+ years of machine learning and a bidding engine that makes 2.5 trillion+ predictions daily. But as AdRoll has expanded from retargeting into social advertising, cross-channel attribution, ABM, and AI-assisted campaign management, its pricing has become a multi-layered system where the true cost depends on which add-ons, service tiers, and packages you combine.

We've analyzed AdRoll's pricing layers, add-on costs, and service tier thresholds. It's a good choice if:

• You need an accessible entry into programmatic display and retargeting

• Your primary goal is re-engaging website visitors across multiple ad channels

• You want ecommerce integrations with Shopify, WooCommerce, or BigCommerce

• Your budget is flexible and you prefer paying only for media spend

• You want bid optimization without managing a full DSP

However, AdRoll's pricing might not be a good choice if:

• You need B2B data, buyer intent, and advertising in one platform

• Your go-to-market strategy requires verified contact data alongside ad campaigns

• You want account-based marketing with company data and proprietary intent signals

• Your team needs CRM enrichment and advertising from a single vendor

• You're targeting specific buying committees, not anonymous website visitors

In this case, consider ZoomInfo: an all-in-one AI GTM Platform that combines B2B data (500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails) with native advertising, proprietary buyer intent signals, and go-to-market execution, giving B2B teams the intelligence to know who to target and the channels to reach them.

We've included a detailed pricing comparison with ZoomInfo in this review, as the strongest option for B2B teams needing data-driven advertising and go-to-market intelligence in one platform.

Quick Answer: How Much Does AdRoll Cost?

AdRoll's pricing spans five distinct layers. The base Self-Service Ads plan has no monthly platform fee -- you pay only for ad impressions (minimum $2.50/day per campaign). Social Ads and Cross-Channel Attribution are separate add-ons with undisclosed pricing. Managed services are spend-qualified, unlocking at $5,000/month. The Advanced Package bundles everything under an annual contract (quote-based). All four AdRoll ABM tiers -- Account-Based Retargeting (media spend only), Account-Based Advertising, Account-Based Marketing, and ABM + Advertising -- require a demo request with no public list prices for the three paid tiers.

AdRoll Pricing Summary

ZoomInfo is free to start with consumption credits based on usage. Paid tiers are custom-priced.

AdRoll Pricing: In-Depth Overview

AdRoll uses a dynamic CPM pricing model where advertisers pay the actual cost of ad inventory plus a fixed percentage margin. There is no monthly platform fee on the base self-service tier.

Instead, AdRoll structures its pricing across four layers: a pay-as-you-go self-service ads package, purchasable add-ons for social and attribution, spend-qualified managed services, and an annual Advanced Package that bundles everything.

Let's examine each layer.

AdRoll Self-Service Ads Package: Pay-As-You-Go

The base Ads package is AdRoll's entry point: no contract, no per-seat fee. You pay for the ad impressions your campaigns serve. The dynamic CPM model passes through actual inventory costs with a disclosed fixed margin, and CPM rates fluctuate with demand. This tier includes the AI Assistant, basic analytics, 70+ integrations, and access to AdRoll's display and video inventory.

The Bottom Line: The self-service Ads package works for small businesses testing retargeting or display campaigns, but social ads and cross-channel tracking require paid add-ons.

AdRoll Social Ads Add-On: Price Not Published

The Social Ads Add-On extends AdRoll to Facebook, Instagram, TikTok, and Pinterest, letting advertisers manage social and web campaigns from one dashboard.

Social channel spend is billed directly by each platform, not marked up by AdRoll. But the add-on itself has an undisclosed fee, and it is a self-service-only feature not supported by managed services. Dynamic product feed ads are also unavailable for social channel Recipes (static creative only).

The Bottom Line: The Social Ads Add-On matters for multi-channel advertisers, but hidden pricing and no managed support weaken the value.

AdRoll Attribution Add-On: Price Not Published

The Attribution Add-On connects external ad accounts (Google Ads, Facebook, TikTok, Pinterest, LinkedIn, Snapchat, Amazon Ads, Microsoft Ads, and more) via OAuth to measure cross-channel performance.

It provides pixel-based deduplication, nine attribution model templates, and pathway analysis showing how channels interact before conversion. Without it, advertisers see only basic AdRoll campaign metrics with no cross-channel view.

The Bottom Line: The Attribution Add-On is important for proving ROI across channels, but its undisclosed pricing makes budgeting difficult.

AdRoll Managed Services: Spend-Qualified Tiers

AdRoll's managed services are gated by monthly ad spend, not a separate fee.

Advertisers spending under $5,000/month get self-service only, with no dedicated support. The Silver tier ($5,000+) unlocks an assigned account manager and expanded creative services. The jump from Bronze to Silver is large: from one static ad set per quarter to 14 creative assets across five formats.

The Bottom Line: Managed services add real value for mid-to-high spenders, but most small businesses will stay in the unsupported Bronze tier.

AdRoll Advanced Package: Annual Commitment

The Advanced Package bundles Social Ads, Cross-Channel Attribution, ad credits, and guaranteed managed services into one annual contract.

This is AdRoll's most complete offering for advertisers who want the full platform without buying add-ons separately. But ad credits are granted monthly and do not roll over, credits cannot be applied to CTV or social campaigns, the package auto-renews unless cancelled, and all fees are non-refundable.

The Bottom Line: The Advanced Package makes sense for committed advertisers who want the full AdRoll platform, but the restrictive credit terms and annual lock-in need careful evaluation.

AdRoll ABM Packages: Quote-Based

AdRoll ABM (formerly RollWorks, officially rebranded in August 2025) offers four packages for B2B teams. Account-Based Retargeting has no platform fee, charging only for media spend. The three higher tiers all require a sales consultation -- all four ABM tiers are demo-gated with no public list prices (source: adroll.com/pricing).

These packages use AdRoll's InIQ AI engine for intent data and account scoring, drawing on 2.6 billion digital identities, 92 million contacts, and third-party intent from Bombora and G2.

The Bottom Line: AdRoll ABM provides advertising-focused account-based marketing, but B2B teams needing verified contact data and buyer intelligence will find the ABM packages incomplete.

AdRoll Hidden Costs and Total Cost of Ownership

Beyond the published pricing tiers, several cost factors affect your true AdRoll investment. For B2B teams evaluating total cost of ownership, the add-on structure is particularly relevant.

Add-on stacking reality: A team running full-featured campaigns -- display, social, cross-channel attribution, and managed services -- combines the base media spend with the Social Ads Add-On (undisclosed fee), the Attribution Add-On (undisclosed fee), and a managed services commitment requiring $5,000+ in monthly ad spend. The total annual cost cannot be calculated from the public pricing page; it requires a sales conversation.

Daily Budget Overages: AdRoll may spend up to 20% above the set daily budget on any given day to capture high-value impressions, though monthly spend is capped at daily budget multiplied by 30.4 days.

Automatic Tier Upgrades: If you exceed usage limits or site visitor thresholds, AdRoll reserves the right to upgrade you to the next tier or bill for overages.

Tax Exclusions: All fees are quoted exclusive of taxes. Customers are responsible for all applicable sales, use, VAT, and withholding taxes.

Late Payment Interest: Overdue fees accrue interest at 1.5% per month, plus collection costs including attorney's fees.

Prepaid Funds: If campaigns are paused or the account is canceled, reimbursement of prepaid funds is at NextRoll's sole discretion and must be requested within 180 days.

Billing Disputes: Must be submitted in writing within 30 days of the billing date or are permanently waived.

ABM pricing opacity: For B2B teams evaluating AdRoll specifically for ABM, the inability to self-qualify on price is a meaningful friction point. All three paid ABM tiers -- Account-Based Advertising, Account-Based Marketing, and ABM + Advertising -- require a demo request before any pricing discussion. Marketing teams evaluating budget allocation cannot compare AdRoll ABM costs against alternatives without entering a sales cycle.

Where AdRoll Falls Short

AdRoll delivers solid retargeting performance and accessible multi-channel advertising, but its pricing structure and feature scope create problems for B2B teams seeking a complete go-to-market solution.

Opaque Add-On Pricing

The Social Ads and Attribution Add-Ons have no publicly listed prices, making budget planning difficult. Advertisers must contact sales or navigate in-platform flows to discover costs. Total cost rises unpredictably once campaigns expand beyond basic display.

No Native B2B Contact Data

AdRoll can target accounts and serve ads, but cannot provide verified contact information for the people at those accounts. Sales teams cannot pull direct dials, business emails, or org charts from AdRoll. B2B advertisers must pair AdRoll with a separate data provider to identify and contact buyers.

AdRoll acknowledges this gap directly on its own comparison page: it concedes ZoomInfo's contact-intelligence advantage (260M+ contacts vs. AdRoll's 92M) and reframes its win as ad execution rather than data depth (source: adroll.com/compare/adrollabm-vs-zoominfo). That's an honest positioning -- but it means AdRoll ABM is an advertising layer, not a full B2B data platform.

ABM Relies on Third-Party Intent Data

AdRoll ABM draws intent signals from Bombora and G2 partnerships, not proprietary first-party infrastructure. ZoomInfo builds intent signals from first-party behavioral data across 100M+ companies -- search behavior, technology adoption signals, hiring patterns, and web activity. The difference matters for demand gen teams who need to justify intent data quality to a CMO: third-party topic research and first-party behavioral signals are meaningfully different sources, and naming the source is table stakes for credibility. AdRoll's G2 and Bombora sourcing is legitimate; it simply isn't proprietary.

Snowflake achieved a 75% increase in SDR-booked meetings, a 3X meeting rate, and ran 2,000+ 1:1 ABM accounts using AdRoll ABM -- a strong result that reflects genuine platform capability (source: adroll.com/customers). That performance, however, required a large advertiser with resources to build out account lists and creative at scale.

Reporting Lacks Depth

G2 and Capterra reviewers consistently flag insufficient ad-level insights and limited dashboard customization. Cross-channel attribution requires a paid add-on not included in the base plan. Benchmark reports provide useful context but don't replace granular campaign analytics.

Platform Reliability Concerns

Capterra reviews from mid-2025 describe recurring errors, zero delivery, and Facebook/Instagram integration failures. Multiple reviewers report long support waits while campaigns actively spent budget. These patterns suggest periodic platform regressions that affect advertiser confidence.

These limitations have led many B2B marketing teams to explore platforms that combine advertising with verified data, buyer intelligence, and go-to-market execution in one system.

Best AdRoll Alternative for B2B Teams: ZoomInfo

ZoomInfo is an all-in-one AI GTM Platform that goes beyond advertising to deliver the full intelligence layer B2B teams need before a single ad dollar is spent.

The data foundation covers 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails, verified by a pipeline backed by 300+ human researchers with up to 95% accuracy on first-party data. That's the scale AdRoll's 92M contacts can't match -- and it's why ZoomInfo's own competitive analysis concluded "no other competitor came even close" in a Fortune 500 RFP analyzing 25 million contacts.

On top of that data foundation sits the GTM Context Graph -- an intelligence layer that processes 1.5B+ data points daily, fusing ZoomInfo's B2B data with CRM records, conversation intelligence, and behavioral signals to reveal not just what happened in your accounts, but why, and which actions to take next. Where AdRoll knows a company visited your website, ZoomInfo knows which company visited, who the decision-makers are, what their direct phone numbers and verified emails are, what technologies they use, and whether they're actively researching solutions like yours.

That intelligence reaches your team through three access lanes: sellers work from GTM Workspace, where prioritized accounts, outreach, and deal execution converge with AI agents automating account research and CRM updates. Marketers and RevOps teams use GTM Studio to define audiences, orchestrate campaigns, and measure pipeline in natural language -- pre-built GTM plays launch in one click, and expansion plays that used to take three weeks now launch in 30 minutes. Technical teams access the same data and intelligence through APIs and MCP for any tool or agent workflow.

Smartsheet used ZoomInfo to achieve an 84% lift in MQLs, a 26% lift in opportunity rate, and a 59% lift in win rate -- closed-loop results across the full funnel, not just top-of-funnel impressions. Recognized as a Gartner Magic Quadrant Leader for ABM Platforms and a Forrester Wave Leader for Intent Data, ZoomInfo provides the analyst-backed credibility that demand gen leaders need when presenting vendor choices to a CMO.

If your B2B team needs verified contact data, proprietary buyer intent signals, and advertising activation in one platform, request a demo to see how ZoomInfo compares.

ZoomInfo Plans: Free to Start

ZoomInfo is free to start with consumption credits based on usage. The permanent free tier -- ZoomInfo Lite -- provides 10 monthly export credits, database search, WebSights Lite for website visitor identification, and CRM integrations including HubSpot and the Chrome extension. Unlike AdRoll's base plan (which requires active ad spend to provide any value), ZoomInfo Lite delivers real B2B data access at zero cost.

Paid tiers scale from professional contact and company data access through advanced intent signals, native display advertising, and full enterprise GTM orchestration. All paid tiers are custom-priced based on usage -- ZoomInfo does not publish fixed seat prices or "starting at" figures because the platform charges by consumption, not by head count. A team of three and a team of three hundred use the same platform with usage scaled to fit.

AdRoll Feature Value Breakdown (vs. ZoomInfo)

Data Foundation and Audience Intelligence

AdRoll's Approach: AdRoll builds audiences from three sources: website visitor behavior captured by the AdRoll Pixel, CRM email lists synced via Connected Audiences, and 2,000+ Experian audience attributes (US only). These segments power ad targeting across display and social channels. The system knows which companies visited your site and can match email lists to browser cookies, but it does not provide verified contact details, org charts, or technographic data for the people behind those visits.

ZoomInfo's Approach: ZoomInfo starts with a large B2B data platform: 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails, verified through 300+ human researchers with up to 95% accuracy on first-party data. Audience targeting draws on 300+ company attributes including org charts, technographics, and department budgets. Website visitors are identified at the contact level through WebSights, with automatic traffic filtering separating real visitors from bots.

Value Verdict: ZoomInfo is better for B2B teams that need to know who to reach, not just which companies to retarget. AdRoll's audience tools work for anonymous web retargeting; ZoomInfo provides the verified identity layer that turns impressions into actionable pipeline.

Intent Signals and Buying Intelligence

AdRoll's Approach: AdRoll ABM uses its InIQ engine to score accounts drawing on Bombora and G2 as third-party intent partners. This surfaces accounts showing topic-level intent activity. The third-party sourcing is legitimate but means AdRoll's intent layer depends on partner data refresh cadences rather than first-party observation.

ZoomInfo's Approach: ZoomInfo's proprietary buyer intent signals track 210 million IP-to-organization pairings, capturing first-party behavioral signals across web activity, technology adoption, hiring patterns, and research behavior from 100M+ companies. Guided Intent (exclusive to ZoomInfo) identifies topics historically correlated with deal success at specific account types, going beyond topic matching to predictive signal weighting.

For demand gen leaders who need to justify intent data quality to a CMO or board, the difference between "we use Bombora" and "we use first-party behavioral signals from 100M+ companies" is material. Both are real intent signals; proprietary first-party signals are harder for competitors to replicate and closer to actual buying behavior.

Value Verdict: ZoomInfo is better for intent-driven go-to-market execution because intent signals connect directly to verified contacts and CRM workflows, not just ad campaigns.

Advertising and Campaign Execution

AdRoll's Approach: AdRoll's core strength is multi-channel ad execution. The platform serves ads across display, native, video, mobile, social, Connected TV, and Digital Out-of-Home from a single interface. Its BidIQ engine makes 2.5+ trillion daily predictions for bid optimization, and ecommerce integrations with Shopify, WooCommerce, and BigCommerce enable dynamic product retargeting ads. For D2C and ecommerce brands, AdRoll's advertising breadth and low entry point are genuine advantages.

ZoomInfo's Approach: ZoomInfo's native DSP deploys display ads based on 300+ company attributes across major ad networks, with audiences that auto-update from CRM and intent data. Paid ABM tiers add Facebook, LinkedIn, and Google advertising integration. ZoomInfo's channel breadth is narrower than AdRoll's (no CTV, DOOH, or TikTok/Pinterest), but the ads are powered by verified B2B data and intent signals. ZoomInfo customers report a 900% CTR increase and 61% increase in opportunities from data-driven ad targeting.

Value Verdict: AdRoll is better for broad multi-channel ad reach, especially for ecommerce and D2C retargeting. ZoomInfo is better for B2B display advertising where targeting precision matters more than channel breadth.

Pricing Transparency and Total Cost

AdRoll's Approach: AdRoll's base plan has no platform fee, which is accessible. But full-featured advertising requires adding Social Ads (undisclosed price) and Attribution (undisclosed price) on top of media spend, or committing to an annual Advanced Package (quote-based). Ad credits don't roll over, can't be used on CTV or social campaigns, and all fees are non-refundable. The layered pricing means the advertised "no platform fee" entry point masks the true cost of running complete campaigns.

ZoomInfo's Approach: ZoomInfo does not publish dollar amounts for paid tiers, requiring a sales conversation for custom pricing. This is a legitimate friction point. However, ZoomInfo's pricing includes data, intelligence, and advertising in unified plans rather than requiring separate add-on purchases. ZoomInfo is free to start with consumption credits based on usage -- the permanent free tier provides real data access, and a trial lets prospects test the platform before committing.

Value Verdict: AdRoll is more accessible at the entry level with its no-fee base plan. ZoomInfo requires a higher investment but delivers a unified platform without the add-on layering that inflates AdRoll's total cost.

Final Verdict: AdRoll vs. ZoomInfo

The choice between AdRoll and ZoomInfo depends on whether your primary need is advertising execution or data-driven go-to-market intelligence.

AdRoll is best for:

• Ecommerce and D2C brands running retargeting and display campaigns

• Marketers who want pay-as-you-go entry with no platform fee

• Campaigns that span CTV, DOOH, and multiple social platforms

• Shopify, WooCommerce, or BigCommerce merchants running dynamic product ads

• Teams that don't need verified B2B contact data alongside their ad campaigns

ZoomInfo is best for:

• B2B revenue teams whose go-to-market requires knowing who to reach before spending on ads

• Organizations that need verified contact data, direct dials, and business emails alongside advertising

• ABM programs requiring proprietary intent signals, not third-party topic research

• Sales and marketing teams that need shared account intelligence from one platform

• Companies that want data, advertising, and CRM enrichment without managing separate vendors

The fundamental difference isn't channel breadth or ad formats. It's what happens before the ad serves. AdRoll asks "How can we re-engage visitors across more channels?" ZoomInfo asks "How can we identify the right buyers, understand their intent, and reach them with precision?"

For more context on AdRoll's broader product and competitive positioning, see the AdRoll review and AdRoll alternatives pages.

Get started with ZoomInfo here.

AdRoll Pricing FAQ

Is AdRoll free to use?

AdRoll has no monthly platform fee on its base self-service Ads plan. You pay only for media spend at dynamic CPM rates, with a minimum daily campaign budget of $2.50.

However, social ads and cross-channel attribution each require paid add-ons with undisclosed pricing, so the "free" label applies only to the platform fee, not to the total cost of running full campaigns.

What is AdRoll's pricing model?

AdRoll uses a dynamic CPM (cost per thousand impressions) model. The platform buys ad inventory via real-time auction and charges the advertiser the actual CPM cost plus a fixed percentage margin. CPM rates fluctuate with demand. There is no flat monthly fee on the base plan, but add-ons, managed services, and the annual Advanced Package each add costs that are not publicly listed.

Does AdRoll charge for social media advertising?

Social media advertising on Facebook, Instagram, TikTok, and Pinterest requires the Social Ads Add-On, which has an undisclosed fee. The social ad spend itself is billed directly by each social platform at their standard rates, not marked up by AdRoll. The add-on is self-service only and is not supported by AdRoll's managed services team.

How much does the AdRoll Advanced Package cost?

AdRoll does not publicly list the price of its Advanced Package. It requires a 12-month contract and includes the Social Ads Add-On, Attribution Add-On, monthly ad credits, and guaranteed managed services. The package auto-renews unless cancelled, and all fees are non-refundable. Interested advertisers need to contact AdRoll's sales team for a quote.

Do AdRoll ad credits expire?

Yes. Ad credits on the Advanced Package are granted monthly and do not roll over. Unused credits expire when the next month begins. Ad credits also cannot be applied to CTV or social ad campaigns, limiting their usefulness for advertisers running campaigns across those channels.

How does AdRoll compare to ZoomInfo for B2B marketing?

AdRoll provides advertising execution across display, social, video, and CTV, but does not include B2B contact data, verified phone numbers, or email addresses. ZoomInfo combines verified data on 500M contacts with native display advertising, proprietary buyer intent signals, and CRM enrichment in one platform.

For B2B teams that need to identify specific buyers and reach them with targeted campaigns, ZoomInfo provides the intelligence layer that AdRoll's advertising-only approach lacks. ZoomInfo is free to start with consumption credits based on usage.

What is AdRoll ABM and how is it priced?

AdRoll ABM (formerly RollWorks) is a B2B account-based marketing product with four packages. Account-Based Retargeting has no platform fee and charges only for media. The three higher tiers (Account-Based Advertising, Account-Based Marketing, and ABM + Advertising) all require a sales consultation with no published pricing.

AdRoll ABM uses intent data from Bombora and G2 to identify target accounts and runs multi-channel advertising campaigns against them. All four ABM tiers are demo-gated with no public list prices.

Can I get a refund if I cancel AdRoll?

Per AdRoll's terms of service, all packages are billed in advance and are non-refundable. There are no refunds or credits for partial terms, downgrades, or unused credits. For prepaid media funds on paused or cancelled accounts, reimbursement is at NextRoll's sole discretion and must be requested within 180 days.

More AdRoll comparisons and guides

If you're interested in reading more, you might like:

• [7 Best AdRoll Alternatives Worth Considering [2026]](https://pipeline.zoominfo.com/sales/adroll-alternatives)

• [AdRoll Review [2026]: Is It Worth It?](https://pipeline.zoominfo.com/sales/adroll-review)

• [RollWorks Pricing: What You'll Actually Pay [2026]](https://pipeline.zoominfo.com/sales/rollworks-pricing)