AdRoll is an account-based marketing (ABM) advertising platform that shows display, social and connected TV ads to the specific companies on your target account list, prioritized by fit and buying intent. Formerly known as RollWorks, it was renamed AdRoll ABM in August 2025. For logistics and supply chain companies, it's a strong fit for account-based display and retargeting when you have a defined target account list. It isn't worth it on small budgets.

What is AdRoll and how does it work?

AdRoll, owned by NextRoll, combines account intelligence with its own ad-buying platform. You tell it which companies you want to reach, it identifies people at those companies across the web, and it serves them ads on display networks, social platforms and connected TV.

Core capabilities

• Target account lists: upload your ICP accounts or sync them from Salesforce or HubSpot.
• ICP fit scoring: grades accounts A through F based on how well they match your ideal customer profile.
• Intent data: flags accounts researching topics related to your category, using sources including Bombora and AdRoll's own keyword intent.
• Multi-channel ads: display, native, video, social and connected TV, all targeted at the account level.
• Journey stages and alerts: tracks where each account sits, from unaware to customer, and alerts sales when target accounts spike in intent or engagement.
• Revenue reporting: ties account engagement to pipeline and closed-won revenue through your CRM.

How you pay

AdRoll offers a free-to-start account-based retargeting tier where you pay only for media. Its full ABM packages are quote-based and not published; third-party estimates commonly range from roughly $12,000 to $50,000 a year, plus media spend. Connected TV campaigns carry a higher minimum budget.

Why AdRoll matters for logistics and supply chain companies

Many logistics and supply chain companies sell to a defined universe of accounts: a few hundred manufacturers in a region, the top retailers in a vertical, or mid-market shippers with specific freight profiles. AdRoll lets you put your brand in front of those exact accounts, wherever they browse, at a lower cost per impression than LinkedIn.

Where it fits best

• 3PLs and warehousing providers targeting a list of shippers in specific regions or verticals.
• Supply chain technology vendors running ABM programs against named mid-market and enterprise accounts.
• Freight and logistics providers pursuing large contract opportunities, where a handful of accounts can make the year.

What it adds to LinkedIn

LinkedIn reaches decision-makers by role inside LinkedIn. AdRoll extends that reach to the rest of their day, on news sites, industry publications and connected TV, and adds intent signals that show which accounts are researching your category right now. Used together, they give target accounts consistent exposure across channels.

Where it struggles

• Without a clear account list: AdRoll is only as good as the accounts you feed it.
• On small budgets: platform fees plus media spend make it hard to justify for small programs.
• As a lead source: display ads drive awareness and engagement, not form fills. Judged on cost per lead, it will disappoint.

How does AdRoll compare to other platforms?

AdRoll is a reach and reinforcement tool for named accounts. It works best layered on top of LinkedIn and search, not in place of them.

• AdRoll: Reach buyers by account lists and intent data across display, social and CTV. Intent is low to medium. Best for account-based display and retargeting. Limitation: display ads are easy to ignore, plus platform fees.
• LinkedIn Ads: Reach buyers by job title, function, company list and industry. Intent is low to medium, since most are out of market. Best for demand gen and ABM among ICP accounts. Limitation: highest cost per click.
• Google Ads: Reach buyers by search keywords. Intent is high. Best for capturing in-market demand. Limitation: competitive, and it needs tight keyword control.
• Microsoft Ads: Reach buyers by search keywords, plus LinkedIn profile targeting. Intent is high. Best for lower-cost search reach to B2B audiences. Limitation: smaller search volume than Google.
• Meta Ads: Reach buyers by interests, behaviors, custom and lookalike audiences. Intent is low. Best for retargeting and driver or carrier recruiting. Limitation: weak job-title targeting for B2B.
• ChatGPT Ads: Reach buyers by conversation topic. Intent is high. Limited for most logistics companies today, since the platform is new, volatile and hard to target.

Related: LinkedIn Ads for logistics and Fuse's account-based marketing programs.

Fuse's opinion on AdRoll for logistics and supply chain companies

An amplifier. Not a starting point.

Our stance: AdRoll is a strong fit for account-based display and retargeting when you have a defined target account list. It isn't worth it on small budgets. It's an amplifier for an ABM program you're already running, not a starting point.

When we recommend it

• You have a clear ICP and a target account list, ideally a few hundred to a few thousand accounts, synced from your CRM.
• You're already running LinkedIn and search, and want to extend reach to target accounts across the web.
• Sales is bought in and will act on account engagement and intent alerts.
• You have the budget to cover platform fees and meaningful media spend for at least two quarters.

When we don't

• You don't have a target account list, or your market is too broad to define one.
• Your total paid budget is small. That money will do more on Google or LinkedIn.
• You expect it to generate leads directly. AdRoll builds familiarity and surfaces in-market accounts; it rarely drives form fills on its own.

How we run it

1. Sync your ICP accounts from your CRM and tier them by fit and value.
2. Run always-on display to your top tiers with simple, recognizable creative: your brand, one clear message, and proof that matters to logistics buyers.
3. Retarget website visitors from target accounts with case studies and conversion offers.
4. Route intent spikes to sales so reps can reach out while accounts are actively researching.

How to measure it

Measure AdRoll at the account level: target accounts reached, account engagement and website visits from those accounts, movement through journey stages, and pipeline and win rates from engaged accounts compared with unengaged ones. Click-through rate and cost per lead will look weak, and that's expected.

Frequently asked questions

Is AdRoll ABM the same as RollWorks?

Yes. NextRoll renamed RollWorks to AdRoll ABM in August 2025. The product, logins and campaigns stayed the same; only the brand changed.

Is AdRoll worth it for logistics companies?

It is if you run a real ABM program with a defined target account list, sales buy-in and enough budget for platform fees plus media. It isn't worth it for small budgets or companies without a clear account list.

How much does AdRoll cost?

AdRoll has a free-to-start retargeting tier where you pay only for media. Full ABM packages are quote-based; third-party estimates commonly range from about $12,000 to $50,000 a year, plus ad spend.

Should we use AdRoll or LinkedIn Ads for ABM?

Start with LinkedIn, which reaches decision-makers by role and company. Add AdRoll when you want to extend that reach across the web and connected TV, and use intent data to spot accounts that are actively researching.

Does AdRoll integrate with HubSpot and Salesforce?

Yes. AdRoll syncs account lists, fit scores, journey stages and engagement data both ways with Salesforce and HubSpot, so sales can see which target accounts are engaging.

Conclusion

AdRoll for logistics and supply chain companies is a strong amplifier for account-based programs: it puts your brand in front of a defined list of target accounts across the web and shows which ones are researching your category. It works when you have a clear account list, sales alignment and the budget to run it for at least two quarters. Without those, your money will go further on Google and LinkedIn.

Building an ABM program for your target accounts? Book a strategy call.