Layer four audiences: page visitors (7d), mid-funnel engagers (30d), form abandoners (14d), existing leads (90d). Frequency cap 2-3 per week to avoid brand fatigue.
Audience stack
1. 7-day page visitors: brand + outcome messaging 2. 30-day mid-funnel (guide download, calc use): case studies 3. 14-day form abandoners: reassurance + simpler CTA 4. 90-day existing leads: nurture + consultation booking
Cap
2-3 impressions/week/audience; above that, goodwill erodes and complaint rate rises.