AdRoll Pricing: Full Breakdown [2026]

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 AI-driven 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 intent signals

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

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

In this case, consider ZoomInfo: an AI GTM platform that combines B2B data (500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails) with native advertising, buyer intent signals, and AI-powered 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.

AdRoll Pricing Summary

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) offers four packages for B2B teams.

Account-Based Retargeting has no platform fee, charging only for media spend. The three higher tiers require a sales consultation with no public pricing. These packages use AdRoll's InIQ AI engine for intent data and account scoring, drawing on 1.2 billion digital identities 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 Considerations

Beyond the pricing layers above, several additional costs can affect your total AdRoll investment:

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.

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

ABM Relies on Third-Party Intent Data

• AdRoll ABM draws intent signals from Bombora and G2, not a proprietary intent infrastructure

• No native CRM enrichment, lead scoring from verified company data, or conversation intelligence

• Competing ABM platforms offer tighter CRM integration and more developed account scoring

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 AI GTM platform built on a large B2B data foundation: 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails.

Its GTM Context Graph (an intelligence layer that processes 1.5B+ data points daily) unifies this data with your CRM records, conversation transcripts, and behavioral signals to reveal the full context of your accounts. That context gives AI the fuel to show not just what happened, but why, and which actions will capitalize on that momentum.

Your team can drive sales motions from the GTM Workspace, run GTM plays from GTM Studio, or power their own tools through the API and MCP.

Source: ZoomInfo

For B2B teams that find AdRoll's lack of contact data, reliance on third-party intent signals, and opaque add-on pricing limiting, ZoomInfo offers a different approach: start with verified data, layer in proprietary buyer intent signals, then activate that intelligence through native display advertising, CRM workflows, and AI-driven outreach from one platform.

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 depth transforms advertising from impression delivery into targeted go-to-market execution.

Source: ZoomInfo

Redwood Logistics achieved a 99% reduction in CPC and a 310% increase in CTR using ZoomInfo's data-driven audience targeting. "It's not just the data itself. It's more about the right data at the right time to help us reach out with the right message across that full buyer journey." (Redwood Logistics Case Study)

ZoomInfo Lite: $0/month (Permanent Free Tier)

Unlike AdRoll's base plan (which requires active ad spend to provide any value), ZoomInfo Lite is a permanent free tier with real data access.

It provides individual and company searches with advanced filters, verified contact information, lead generation tools, and CRM enrichment. It excludes mobile phone numbers, full intent signals, and advanced automation, but it gives B2B teams a functional starting point for prospecting and market research at zero cost.

👉 The Bottom Line: ZoomInfo Lite gives B2B teams more actionable data at $0/month than AdRoll's base plan provides at any spend level, making it a practical starting point for data-driven marketing.

ZoomInfo Sales Plans: Custom Pricing

ZoomInfo's Sales plans provide the verified contact and company intelligence that AdRoll's advertising platform cannot.

At the Professional tier, sales teams access 120M direct-dial phone numbers and 200M+ verified business emails with up to 95% accuracy on first-party data. The Advanced tier adds Buyer Intent signals tracking 210 million IP-to-Organization pairings, with Guided Intent (exclusive to ZoomInfo) identifying topics historically correlated with deal success. Enterprise adds real-time signals, AI-generated account summaries, and dedicated service management.

👉 The Bottom Line: ZoomInfo's Sales plans fill AdRoll's fundamental gap: knowing who to target, not just which companies to retarget.

Seismic attributed 39% of active pipeline to opportunities identified or influenced by ZoomInfo signals, and their sales team reported 54% productivity gains. (Seismic Case Study)

ZoomInfo Marketing Plans: Custom Pricing

ZoomInfo's Marketing plans combine what AdRoll does (display advertising and audience targeting) with what AdRoll cannot do (verified contact data, proprietary intent signals, and native CRM/MAP enrichment).

The native DSP deploys display ads based on 300+ company attributes across major networks, with audiences that auto-update as accounts enter or exit your target criteria. ABM Lite and Enterprise add Facebook, LinkedIn, and Google advertising integration alongside AI-driven buying group identification.

👉 The Bottom Line: ZoomInfo Marketing plans deliver data-powered advertising that starts with verified accounts and buyers, not anonymous impressions.

Impartner saw a 45% increase in website engagement after implementing ZoomInfo's data-driven targeting. "ZoomInfo has literally changed the way we go to market." (Impartner Case Study)

ZoomInfo GTM Studio and GTM Workspace

Beyond the core Sales and Marketing plans, ZoomInfo's next-generation products extend the platform:

GTM Workspace (for sellers): An AI-powered workspace where prioritized accounts, AI-drafted outreach, and deal execution converge. Sellers see their full book of business across CRM, ZoomInfo data, conversation history, and market intelligence, with AI agents automating account research, outreach, and CRM updates.

GTM Studio (for marketers and RevOps): An AI-powered orchestration canvas where audience definition, campaign orchestration, and pipeline measurement happen in natural language. Pre-built GTM plays (inbound acceleration, champion tracking, competitive displacement) launch in one click, and expansion plays that used to take 3 weeks now launch in 30 minutes.

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.

Source: AdRoll

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 a pipeline backed by 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 (not just company level) through WebSights, with Automatic Traffic Filtering separating real visitors from bots. In a Fortune 500 competitive RFP analyzing 25 million contacts, the independent consultant concluded "no other competitor came even close."

Source: ZoomInfo

🪙 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 surface intent signals from 1.2 billion digital identities, supplemented by third-party data from Bombora and G2. The system identifies accounts showing early buying behavior and reports 90% company-domain match rates.

But AdRoll's intent capabilities are designed to trigger advertising campaigns, not to feed verified contact data into sales workflows.

ZoomInfo's Approach: ZoomInfo Intent tracks signals from 210 million IP-to-Organization pairings and 6 trillion+ new keyword-to-device pairings sourced monthly.

Guided Intent (exclusive to ZoomInfo) identifies topics historically correlated with deal success rather than requiring manual topic selection. These signals feed directly into verified contact records: when an account shows intent, your team can immediately identify the buying committee members with direct dials and verified emails.

Source: ZoomInfo

ZoomInfo was named a Leader in the Forrester Wave for Intent Data Providers B2B (Q1 2025), receiving the highest possible scores across eight criteria.

🪙 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 that earn 2x more clicks than static alternatives. For D2C and ecommerce brands, AdRoll's advertising breadth and low entry point are genuine advantages.

Source: AdRoll

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. ABM Lite and Enterprise tiers add Facebook, LinkedIn, and Google advertising.

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 that AdRoll's advertising stack cannot match. ZoomInfo customers report a 900% CTR increase and 61% increase in opportunities from data-driven ad targeting.

Source: ZoomInfo

🪙 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.

Source: AdRoll

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. The ZoomInfo Lite free tier provides permanent data access, and a 7-day free trial lets prospects test the full platform before committing.

Source: ZoomInfo

🪙 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 a multi-channel advertising platform built for ecommerce and D2C brands that need retargeting and display campaigns across web, social, video, and Connected TV.

With no platform fee on the base plan and a $2.50/day minimum budget, it lets marketers launch campaigns quickly with AI-powered bid optimization and dynamic product ads. This pay-as-you-go model works best for Shopify and WooCommerce merchants running retargeting, ecommerce brands focused on cart abandonment recovery, and marketing teams that need broad channel reach without a large upfront commitment.

ZoomInfo is an AI GTM platform built on B2B data covering 500M contacts, 100M companies, 135M+ verified phone numbers, and 200M+ verified business emails.

By unifying verified data, proprietary buyer intent signals, native display advertising, and AI-powered execution through GTM Workspace and GTM Studio, it transforms B2B advertising from impression delivery into targeted pipeline generation.

This intelligence-first approach makes it essential for B2B revenue teams that need to identify and reach buying committees, organizations where sales and marketing must share account intelligence, and any company whose go-to-market success depends on knowing who to target before spending a dollar on ads.

Get started with ZoomInfo here.

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?"

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, 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.

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.

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.