Google Premier Partner
Meta Business PartnerWhat is frequency capping?
Frequency capping is setting a maximum for how often the same person sees your ad within a given period. In Google Ads it works on Display, video and Demand Gen, not on Search. It prevents people from being shown your ad too often.
Why is frequency capping important?
- Less annoyance: too much repetition hurts how people experience your brand.
- Efficient reach: your budget reaches more different people.
- Control over remarketing: you stop visitors from seeing the same ad again and again.
Examples of frequency capping
- A remarketing campaign on Display shows the same person at most three times a day.
- A YouTube campaign by a store limits the number of views per person per week.
- A Demand Gen campaign by a B2B software company keeps the monthly frequency low.
How do you use frequency capping?
Set the limit at campaign or ad group level and start generously. Check the average frequency in reporting and lower the limit if there is too much repetition. There is no frequency cap for Search, where the search itself decides whether your ad appears. See Google Ads campaigns.