AdRoll
Google Ads
| Feature | AdRoll | Google Ads |
|---|---|---|
| Pricing | From $36/mo | Contact sales |
| Free Plan | ✗ No | ✗ No |
| Rating | 4 / 5 | 4.3 / 5 |
| Best For | ecommerce, dtc-brands, small-businesses, shopify-stores | businesses-of-all-sizes, ecommerce-stores, local-businesses, lead-generation |
| Founded | 2007 | 2000 |
| Retargeting | ✓ | ✗ |
| Display Ads | ✓ | ✓ |
| Social Ads | ✓ | ✗ |
| Email Marketing | ✓ | ✗ |
| Ai Bidding | ✓ | ✗ |
| Audience Segmentation | ✓ | ✗ |
| Search Ads | ✗ | ✓ |
| Video Ads | ✗ | ✓ |
| Shopping Ads | ✗ | ✓ |
| Remarketing | ✗ | ✓ |
| Conversion Tracking | ✗ | ✓ |
| Audience Targeting | ✗ | ✓ |
| Smart Bidding | ✗ | ✓ |
✓ AdRoll Pros
- Great retargeting
- Cross-channel campaigns
- AI optimization
- Easy Shopify integration
✗ AdRoll Cons
- Minimum spend required
- Learning curve
- Reporting could improve
✓ Google Ads Pros
- Unmatched reach across Google properties and partner network
- Precise targeting by keywords, demographics, and intent
- Measurable ROI with detailed conversion tracking
- AI-powered Smart campaigns for automation
- Flexible budgeting with no minimum spend
✗ Google Ads Cons
- Costs per click rising in competitive industries
- Complex interface with steep learning curve
- Click fraud remains an ongoing concern
The Verdict
AdRoll is built for ecommerce and dtc brands, with a focus on retargeting and display-ads. Google Ads targets businesses of all sizes and ecommerce stores and leads with search-ads and display-ads.
Google Ads uses custom enterprise pricing, while AdRoll starts at $36/mo — a tangible advantage for teams with a fixed budget.
Neither tool offers a free plan, so factor the subscription cost into your decision from the start.
Feature-wise, Google Ads offers broader built-in capabilities (8 features vs 6), while AdRoll takes a more focused approach — which can mean a simpler, faster onboarding experience.
Bottom line: Google Ads has a slight overall edge — but if great retargeting matters most to you, AdRoll may still be the right call.