Effective Frequency Capping in B2B Display Ads

Frequency capping prevents your B2B display ads from overexposing viewers, reducing ad fatigue and wasted spend. Set limits on how often a user sees your ad within a given time frame. Ideal caps vary by campaign stage—awareness ads may show more often, while conversion-focused ads need restraint. Overexposure can annoy prospects or desensitize them to your message. Underexposure, however, may fail to build brand recall. Use A/B testing to find the sweet spot. Smart frequency capping ensures your ads remain fresh and effective while keeping engagement high—making your display campaigns more strategic and cost-efficient.