AdRoll Pricing and AdRoll Cost for Every Package in 2026

AdRoll pricing has no monthly platform fee on its main plan. The self-service Ads package is pay as you go: you pay for the media you buy, on a dynamic CPM, with no minimum spend and a minimum daily budget of $2.50 per campaign. Managed service and the Advanced Package (a one-year commitment with ad credits and guaranteed services) are priced by AdRoll's sales team, and the attribution and social ads add-ons have no public price either.

So where does the "$36 a month" figure on so many review sites come from? It is still sitting in the structured data of AdRoll's own pricing page, which lists an "Ads" offer at $0 and a "Marketing & Ads Plus" offer at $36 a month. That plan is no longer on the visible page, and AdRoll's help center now calls it the Legacy Marketing & Ads Plus package. Anyone quoting $36 as today's price is reading a retired plan. Every AdRoll figure below comes from adroll.com/pricing and the AdRoll help center, checked on October 1, 2026.

How much does AdRoll cost per month?

AdRoll costs whatever you spend on media, plus the price of any add-on or managed package you choose. There is no seat fee or platform fee on self-service Ads. The table shows the three packages AdRoll lists today.

AdRoll does not say what spend level counts as "qualifying" for managed services. Several directory sites put it at around $5,000 a month, but that number does not appear on AdRoll's own pages, so ask for it in writing.

How is AdRoll pricing determined?

AdRoll prices media on a dynamic CPM, a cost per thousand impressions that moves with auction demand. That is the part most buyers miss. AdRoll's help center explains that under CPM pricing the vendor makes its margin by applying a percentage on top of the inventory it buys. AdRoll does not publish that percentage, and it does not show it on your invoice as a separate line. You see one CPM, and the platform's cut is inside it.

This is why "AdRoll is free" and "AdRoll is expensive" are both repeated online. The software costs nothing to open. The media you buy through it carries a margin you cannot see, so the true cost only shows up when you compare your effective CPM with what the same audience costs elsewhere.

Does AdRoll have a minimum spend?

No. AdRoll's FAQ states there is no minimum spend amount on the Ads package. There is a floor per campaign: the minimum daily budget is $2.50. Two details from the help center matter for budgeting:

• A daily budget is an average, so AdRoll may spend up to 20% more than it on a busy day and less on a slow one.
• With a steady budget, the most you can be charged in a month is the daily budget times 30.4. Changing the budget mid-month resets that limit.

The real minimum is practical, not contractual. AdRoll's own budget guidance suggests $1,000 to $2,000 a month for an audience of 10,000 people, $2,500 to $5,000 for 25,000, $5,000 to $10,000 for 50,000, and $10,000 or more above 100,000. Below those ranges, retargeting audiences are often too thin to learn from.

Is AdRoll free?

The self-service Ads package has no subscription fee, so in that sense opening an account is free. Running ads is not: every impression you buy is billed at AdRoll's dynamic CPM, which includes its margin. Shopify merchants who connect their store get a 10% rebate on AdRoll media spend for twelve months, paid as ad credits, but those credits cannot be spent on social ads and do not apply on the Advanced or agency packages.

What AdRoll really costs at your spend level

Because AdRoll does not publish its margin, nobody outside AdRoll can give you an exact total. What you can do is see how much a hidden margin is worth at your budget. The figures below are an illustration, not AdRoll's rate: they show what each margin level would mean in dollars.

The pattern is what matters. A percentage grows every time you scale, so the platform fee you never see at $2,000 a month becomes a real line item at $10,000. Ask your AdRoll rep two questions before you raise budgets: what your effective CPM is by channel, and how it compares with buying the same placement directly. If you want to plan the overall number first, the advertising budget calculator splits a monthly budget across channels by goal.

Is AdRoll worth it?

AdRoll is worth paying for when your growth problem is bringing back people who already visited, and you sell online with enough traffic to fill a retargeting audience. It is strong at cross-site display, native and connected TV retargeting, and its Shopify, WooCommerce, BigCommerce and Klaviyo integrations make dynamic product ads easy to start. Retargeting also only pays if the page people come back to converts, so it is worth checking that you fix the landing page copy and calls to action before you buy more impressions.

It is a weaker fit when you need new demand. AdRoll does not run Google Search ads, which is where most US buyers start when they already know what they want. If search is your biggest gap, a retargeting platform is the second purchase, not the first. Our AdRoll alternative comparison sets AdRoll side by side with tools that cover search and social prospecting as well.

How AdRoll compares with other ad tools on price

Most tools in this category charge a subscription for software that someone on your team operates. AdEspresso costs $49 to $259 a month for Facebook and Instagram management, as laid out in the AdEspresso pricing breakdown. Madgicx runs from $45 to $329 a month by Meta spend band, covered in the Madgicx pricing guide. AdRoll is the odd one out: no subscription, a margin inside the media instead.

AdBot prices the other way round. It builds and runs Google Search, Performance Max, Shopping and Meta campaigns inside ad accounts you own, and charges a flat fee by plan: $297 a month for Google or Meta, $697 for both, $1,497 for multiple brands. Annual billing halves each price. Your media is billed by Google and Meta directly, at their prices, so there is no margin hidden in a CPM. The AdBot plans and prices are all on one page, and the AI ads for e-commerce page shows how it runs Shopping and Meta campaigns for online stores.

Which AdRoll package should you pick?

• Self-service Ads if you have a marketer who will build the audiences and creative, and you want to start retargeting at a few hundred to a few thousand dollars a month.
• Managed services if your spend clears AdRoll's qualifying threshold and you want an account manager, but ask for the threshold and the effective CPM in writing.
• Advanced Package only if you are ready to commit for a year, will use the attribution and creative services, and have negotiated the ad credits into the contract.

If nobody on your team runs paid media day to day, none of the three solves that. AdRoll gives you the inventory and the tools. Someone still has to build, test and adjust the campaigns, and that person's time is the cost that never appears on the pricing page.