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Watch the Video Tutorial:
How to Apply Frequency Cap in Google Ads Display Campaigns
1) Login to your Google Ads Account
2) Navigate to Campaigns
3) Select your Display Campaign
4) Navigate to Campaign settings
5) Open the "Additional settings" dropdown menu
6) Open Frequency management
7) Select "Set a preference"
You have can set a frequency cap for:
➡️ each ad
➡️ each ad group
➡️ the whole campaign
⌛ per day
⌛ per week
⌛ per month
High frequency is best for brand awareness and memorability
Lower frequency is best to maximise reach
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Frequently Asked Questions on Applying Frequency Cap in Google Ads Display Campaigns
What is a frequency cap in Google Ads Display campaigns?
A frequency cap limits how many times your Display ads are shown to the same user within a set time period (per day, week, or month). This helps prevent ad fatigue, improves engagement, and ensures your budget is spent on reaching new potential customers instead of repeatedly targeting the same users.
How do I apply a frequency cap to a Display campaign in Google Ads?
Log in to your Google Ads account.
Go to Campaigns → Display Campaigns.
Click on the campaign you want to adjust.
Select Settings → Additional Settings → Frequency Management.
Under Frequency Cap, choose how to limit impressions:
Per day, week, or month
Per ad, ad group, or campaign level
Enter the number of impressions allowed per user.
Click Save.
Your Display ads will now respect the set frequency cap across all placements.
Why should I use a frequency cap in Display campaigns?
Prevents annoying users with overexposure.
Ensures better budget efficiency by focusing spend on fresh audiences.
Improves brand perception and keeps ad recall positive.
Helps optimize performance by avoiding diminishing returns on repetitive impressions.
What are best practices for setting frequency caps in Display ads?
Start with 3–5 impressions per user per day for awareness campaigns.
For remarketing campaigns, increase slightly (e.g., 5–7 per week).
Monitor CTR and conversion rates — reduce the cap if engagement drops.
Test different frequencies by campaign type to find the ideal balance.
Combine with creative rotation to keep ads fresh.
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