IntentBid vs RollWorks (AdRoll ABM) for LinkedIn ABM (October 2026)
A factual comparison of IntentBid and RollWorks, now AdRoll ABM, for LinkedIn ABM as of October 2026: who each is best for, channels, intent, LinkedIn integration, per-company controls, measurement and pricing, with sources.
Short answer, as of October 2026: RollWorks, now renamed AdRoll ABM, is the better fit if you want account-based advertising across many channels (display, native, video, mobile, social, connected TV and digital out-of-home) with its own intent engine, predictive scoring and automated bidding, and LinkedIn as one channel among several. IntentBid fits better if LinkedIn is your main ABM channel and you want it managed in detail inside your own ad account, with a daily impression cap per company, plus ChatGPT Ads, visitor identification and AI visibility tracking.
We make IntentBid, so read this with that in mind. RollWorks claims below come from RollWorks' and AdRoll's own websites, linked inline, as of October 2026.
First: RollWorks is now AdRoll ABM
AdRoll's help centre says "RollWorks is simply becoming AdRoll ABM": a rename, with features, UI, integrations, audiences and campaigns carried over, and "AdRoll ABM remains purpose-built for B2B" (AdRoll Help). Some RollWorks pages, such as its pricing page, now redirect to AdRoll. We use both names below.
Who each tool is best for
RollWorks / AdRoll ABM is best for:
- Teams that want account-based display and other programmatic channels, not just LinkedIn
- Teams that want the vendor's own intent data and predictive models in the same buy
- Teams that prefer automated bidding and budget allocation across channels over hands-on campaign management
- Larger account lists: RollWorks says you can "target an unlimited number of accounts without additional charges" (RollWorks)
IntentBid is best for:
- Teams whose paid ABM centres on LinkedIn's company and job title targeting
- Teams that want per-company daily caps and LinkedIn budget controls applied directly in their own LinkedIn campaigns
- Teams that want ChatGPT Ads on buyer questions and AI visibility tracking next to their ABM data
- Teams that want a published, self-serve monthly price and a no-card trial
Overview
| IntentBid | RollWorks / AdRoll ABM | |
|---|---|---|
| Main channels | LinkedIn Ads, ChatGPT Ads | Display, native, online video, mobile, social, CTV, digital out-of-home |
| Campaigns built and managed in your own LinkedIn ad account | Syncs account lists to LinkedIn Campaign Manager; ML and intent to optimise LinkedIn budgets | |
| Daily cap per company on LinkedIn | Yes, automatic | Not described on the pages we reviewed |
| Intent | First-party: your ads, site, AI answers, CRM | InIQ intent engine, keyword intent, fit and engagement signals |
| Account scoring | Your own stages and conditions, account score | ICP fit grade, journey predictions |
| Visitor identification | Yes, companies from website visits | Identity graph that de-anonymises account activity |
| Bidding automation | Bidding agent pauses weak LinkedIn ads (Growth and above) | BidIQ for bids, budgets and creatives |
| Attribution | Influenced pipeline from CRM deals | Revenue impact report, account journey events |
| ChatGPT Ads | Yes | Not found on the pages we reviewed |
| AI visibility tracking | 5 AI engines daily | Not found on the pages we reviewed |
| Pricing | Published: from $99 a month | ABM packages shown without prices, with a demo request; see AdRoll's pricing page |
Sources for RollWorks / AdRoll ABM: AdRoll ABM platform, account-based advertising, RollWorks for LinkedIn, AdRoll Help, AdRoll pricing.
Channels: breadth vs. depth
This is the core difference.
AdRoll ABM lists display, native, online video, mobile, social, connected TV and digital out-of-home among its channels (AdRoll), and RollWorks claims reach across 2 million publishers and platforms (RollWorks). If you want your target accounts to see you across the open web, that breadth is the main reason to choose it. IntentBid doesn't run programmatic display or CTV.
IntentBid goes deep on two channels instead. On LinkedIn, it builds and manages campaigns in your own ad account: company lists, buying committee roles, caps per company, Spend Guard and Exclusions. On ChatGPT Ads, it runs campaigns on buyer questions and ties clicks back to companies on your site.
LinkedIn specifically
RollWorks says it can "sync account lists and groups from RollWorks to LinkedIn Campaign Manager", "layer additional LinkedIn targeting capabilities to refine audience segmentation", and "utilize machine learning and intent data to optimize budgets on LinkedIn" (RollWorks). That's a good fit if you build audiences in RollWorks and run the campaigns in Campaign Manager.
IntentBid works inside the LinkedIn campaigns themselves:
- Daily frequency cap per account. Impressions (and optionally spend) per company per UTC day. IntentBid checks LinkedIn's company report every 3 hours, allows for LinkedIn's 12 to 24 hour delay by counting the higher of today's and yesterday's figures, takes capped companies out of the targeting for the rest of the day and returns them the next. LinkedIn targets at most 100 companies by company page per campaign, so bigger lists are split into up to 5 campaigns of 100 in one campaign group. See LinkedIn ABM frequency capping per account.
- Spend Guard. Audience Network and audience expansion off, junior seniorities excluded, schedules, and a bidding agent on Growth and above. See Spend Guard.
- Exclusions. One company and job title list for every campaign; customers and competitors added automatically.
- Account engagement and job titles. LinkedIn impressions, clicks, engagements and cost per company, and by job title and seniority, including video completion by title.
We didn't find a per-company daily impression cap for LinkedIn described on the RollWorks pages we reviewed. If that matters to you, ask them directly.
Intent and scoring
AdRoll ABM describes InIQ, an intent engine analysing "4.6 billion monthly intent signals", plus keyword intent, an ML-based ICP fit grade and journey predictions that surface accounts likely to become open opportunities (AdRoll). That's a full intent and predictive scoring layer that IntentBid doesn't offer.
IntentBid uses first-party intent: themes of the campaigns an account engages with, pages read, high-intent visits, ChatGPT Ads clicks, visits from AI answers and CRM deals, combined into stages you define. It's narrower but every signal is explainable to sales. See Intent from your own ads vs third-party intent data.
Measurement
AdRoll ABM lists a revenue impact report, account journey events, in-dashboard and scheduled reports, CRM data push and API access (AdRoll). RollWorks' HubSpot integration imports HubSpot audiences and sends performance data back (RollWorks partners).
IntentBid reports per account: LinkedIn impressions, clicks, engagements and cost per company for 7, 30 and 90 days and lifetime; ChatGPT Ads clicks and AI-answer visits; stage and intent; and influenced pipeline from HubSpot deals, before and during each deal. It writes stage, score and engagement to HubSpot daily.
What IntentBid adds
We didn't find these on the RollWorks and AdRoll pages we reviewed:
- ChatGPT Ads on buyer questions, in your own OpenAI ad account
- AI visibility: your buyer questions checked daily in ChatGPT, Perplexity, Gemini, Google AI Overviews and AI Mode, with the GEO agent and fixes drafted by the AI agent
- Account Finder for building target account and lookalike lists from your website and ICP
- Published self-serve pricing and a 14-day trial with no card
Pricing
rollworks.com/pricing redirects to AdRoll's pricing page. At the time of writing, that page lists its account-based packages (Account-Based Advertising, Account-Based Marketing + Advertising, Account-Based Marketing) without prices, each with a demo request, and an Account-Based Retargeting package with "no fee to get started" where you pay for media (AdRoll). AdRoll's ABM platform page says packages are sold for one price that includes audiences, integrations, measurement and support (AdRoll), and RollWorks' account-based advertising page says you can target unlimited accounts without additional charges (RollWorks). Ask AdRoll for current package prices and any media minimums.
IntentBid: Starter $99, Growth $229, Pro $549, Agency $699 a month (3 client profiles, +$199 each), 0% fee on media spend, 14-day trial, no card. See pricing.
How to choose
- Account-based display, CTV and other open-web channels: RollWorks / AdRoll ABM.
- Vendor intent data and predictive scoring in one platform: RollWorks / AdRoll ABM.
- LinkedIn-first ABM with per-company daily caps and detailed controls in your own account: IntentBid.
- ChatGPT Ads and AI visibility next to LinkedIn ABM: IntentBid.
Some teams use both: a programmatic ABM platform for broad account reach and IntentBid for LinkedIn control and ChatGPT Ads. If you do, keep exclusions consistent across both so customers and competitors are removed everywhere.
FAQ
Is RollWorks still available?
Yes, under the AdRoll ABM name. AdRoll says the platform's features and UI, and your integrations, settings, audiences and campaigns, carry over.
Does IntentBid run display or CTV ads?
No. IntentBid runs LinkedIn Ads and ChatGPT Ads, plus visitor identification and AI visibility.
Can RollWorks cap LinkedIn impressions per company per day?
We didn't find that described on the RollWorks and AdRoll pages we reviewed as of October 2026. Ask them for current details.
Which is better for a small team?
If your budget mostly goes to LinkedIn, IntentBid's self-serve plans and published pricing are easier to start with. If you need multichannel reach, compare AdRoll's packages.
Is this comparison up to date?
It reflects the RollWorks and AdRoll websites as of October 2026. If something here is out of date, tell us and we'll correct it.