How to Set Frequency Capping in Google Ads
Frequency capping is one of the most underrated but powerful controls in Google Ads.
It helps you decide how many times the same person sees your ad within a specific time period.
If used correctly, frequency capping:
- Prevents ad fatigue
- Improves user experience
- Saves wasted ad spend
- Keeps your brand positive and non-annoying
What Is Frequency Capping in Google Ads?
Frequency capping limits the number of times your ad is shown to the same user on:
- Google Display Network
- YouTube ads
- Demand Gen campaign
In simple words:
You control how often your ads appear to the same person.
Example:
“Show my ad to one user maximum 3 times per day.”
Why Frequency Capping Is Important
Without frequency capping:
- Users may see your ad 10–20 times a day
- CTR may drop
- Brand trust may reduce
- Budget gets wasted on repeated impressions
With frequency capping:
- Ads stay fresh
- Better engagement
More reach with the same budget
How Frequency Capping Works
Google Ads tracks users using cookies and signals.
When a user reaches the frequency limit you set:
- Your ad stops showing to that user
- Google shows ads to new users instead
This helps balance reach vs repetition.
Where Frequency Capping Is Available in Google Ads
You can set frequency capping for:
- Display campaigns
- YouTube video campaigns
- Demand Gen campaigns
Frequency capping is not available for Search campaigns.
How to Set Frequency Capping in Google Ads
Step 1: Open Your Campaign
- Log in to Google Ads
- Select a Display / Video / Demand Gen campaign
Step 2: Go to Campaign Settings
- Click Settings
- Find Additional settings
- Click Frequency capping
Step 3: Choose Frequency Limits
You can set limits by:
- Impressions
- Views (for YouTube)
- Days / Weeks / Months
Example options:
- 3 impressions per day
- 10 impressions per week
- 1 view per day (YouTube)
Step 4: Save Changes
- Review your settings
- Click Save
Frequency capping is now active.
Frequency Capping Example
Example: Online Coaching Course
Goal: Lead generation
Platform: Display & YouTube Ads
Problem:
Same users were seeing ads repeatedly → CTR dropped
Solution (Frequency Cap Setup):
- Display Ads: 3 impressions per user per day
- YouTube Ads: 1 view per user per day
- Weekly cap: 8 impressions
Result:
- Higher reach
- Lower cost per lead
- Better brand perception
No user complaints
Best Practices for Frequency Capping
- Start conservative, then scale
- Use lower caps for cold audiences
- Use higher caps for remarketing
- Monitor CTR and conversions weekly
Combine frequency capping with audience segmentation
Common Mistakes to Avoid
❌ No frequency cap at all
❌ Very high caps (10+ per day)
❌ Same cap for all campaign types
❌ Ignoring YouTube frequency controls