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Watch the Video Tutorial:
How to Apply Frequency Cap in Google Ads Video Campaigns
1) Login to Google Ads
2) Navigate to campaigns and select your Google Ads Video campaign
3) Navigate to Settings
4) Open Additional Settings
5) Open Frequency Capping
You have the following options:
➡️ Cap impression frequency: Limit how many times that ads in this campaign can show to the same user
➡️ Cap view frequency: Limit how many times that ads in this campaign can get a view or interaction from the same user
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Frequently Asked Questions on Applying Frequency Cap in Google Ads Video Campaigns
What is a frequency cap in Google Ads video campaigns?
A frequency cap limits how often your video ads are shown to the same user within a specific time frame (per day, week, or month). It helps prevent ad fatigue, improves user experience, and ensures your budget reaches a broader audience instead of oversaturating the same viewers.
How do I apply a frequency cap to a video campaign in Google Ads?
Log in to your Google Ads account.
Go to Campaigns → Video Campaigns.
Click the campaign you want to edit.
Select Settings → Additional Settings → Frequency Capping.
Choose your preferred cap type:
Impressions per user
Views per user
Set the limit (e.g., 3 impressions per week).
Click Save.
Your frequency cap will now control how often the same user sees your video ad.
When should I use a frequency cap in video campaigns?
Use a frequency cap when:
You want to avoid overexposing your audience to the same ad.
You’re running brand awareness or reach-focused campaigns.
Your performance data shows declining engagement after multiple views.
It’s especially important for long-term campaigns with high budgets.
What are best practices for setting frequency caps in video ads?
Start with 2–3 impressions per week per user for awareness campaigns.
For remarketing campaigns, increase slightly (e.g., 5–7 impressions per week).
Monitor View Rate and CTR — if engagement drops, reduce the cap.
Refresh creative assets regularly to maintain viewer interest.
Combine with frequency capping at the ad group level for tighter control.
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