Meta's Ad Frequency Control is a simple yet strategic improvement for your sales campaigns. It helps you invest more effectively, reach more people, and make a better impression, especially in sectors like tourism, where the timing and tone of your message can make a big difference.
What is Frequency Control?
Previously only available for awareness campaigns, Meta now enables this feature for campaigns with a sales (conversion) objective. With this option, you can define a target frequency (for example, two or three times per week per user) so that your ads appear often enough to stay top of mind, without overwhelming them.
This option is only available for campaigns with a full campaign budget and a minimum duration of 7 days. Once the campaign or option is set up, Meta's algorithm will attempt to keep that frequency while optimizing performance and conversions.
Why is it important?
Ad fatigue is real and it's detrimental to your business. The more someone sees the same ad, the less "visible" it actually becomes... and the more likely they are to ignore it or even mark it as irrelevant and request that it no longer be shown to them. Frequency Control helps avoid overexposure, protect brand perception, and ensure your budget reaches more people.
Imagine you're promoting a flash sale on hotel stays. Without the frequency control, one person might see your ad 12 times in a week, while another never sees it. With this tool, you achieve a more equitable and effective distribution of impressions: more unique users see the message, without the pressure.
Who benefits most?
This feature can prove to be especially useful for brands in the tourism and hospitality industry that offer limited-time promotions or retargeting campaigns.
It's also very useful for premium brands that care about their image and prefer more elegant and respectful communication, with a spirit of exclusivity and limited offers. If your audience is small, highly segmented, or if you're running time-sensitive campaigns, this control is key.
Best Practices
To get the most out of this feature, start with a low frequency (1–2 impressions per week) and later adjust, based on the results you get.
Change your creatives: displaying different ads prevents the message from becoming repetitive. It's also important to target accurately. For this, always use the "custom audiences" option to ensure relevance.
And of course, always monitor your KPIs to ensure ROI.
