Marketing & Growth

Ad Frequency Guide

Ad frequency is the average number of times each person sees your ad. Too low and your message doesn't land. Too high and you cause fatigue and burnout. Calculate yours and compare to platform benchmarks.

Total Impressions Unique Reach (people) Ad Platform

Your Ad Frequency

—

Too Low (1)OptimalFatigue (10+)

Platform Optimal Ranges

Facebook / Instagram

1.8–4×/week

Fatigue hits hard above 5–6×

Google Display

3–7× total

Cap at 7 for brand awareness

Google Search

N/A — intent-based

Frequency less relevant for search

YouTube

3–5× per month

Non-skippable: cap at 3

2–4× per campaign

Smaller audiences; refresh creative often

TikTok

1.5–3× per week

Creative fatigue faster; rotate more