diff --git a/components/brave_ads/browser/ads_service.cc b/components/brave_ads/browser/ads_service.cc
index 8b982c85f236..285a22e67c9b 100644
--- a/components/brave_ads/browser/ads_service.cc
+++ b/components/brave_ads/browser/ads_service.cc
@@ -54,7 +54,7 @@ void AdsService::RegisterProfilePrefs(
   registry->RegisterUint64Pref(
       ads::prefs::kAdsPerHour, 2);
   registry->RegisterUint64Pref(
-      ads::prefs::kAdsPerDay, 20);
+      ads::prefs::kAdsPerDay, 40);
 
   registry->RegisterIntegerPref(
       ads::prefs::kIdleThreshold, 15);
diff --git a/components/brave_ads/browser/ads_service_impl.cc b/components/brave_ads/browser/ads_service_impl.cc
index 3b08f75d1407..69777cae8b11 100644
--- a/components/brave_ads/browser/ads_service_impl.cc
+++ b/components/brave_ads/browser/ads_service_impl.cc
@@ -513,7 +513,7 @@ uint64_t AdsServiceImpl::GetAdsPerHour() const {
 
 uint64_t AdsServiceImpl::GetAdsPerDay() const {
   return base::ClampToRange(GetUint64Pref(ads::prefs::kAdsPerDay),
-      static_cast<uint64_t>(1), static_cast<uint64_t>(20));
+      static_cast<uint64_t>(1), static_cast<uint64_t>(40));
 }
 
 bool AdsServiceImpl::ShouldAllowAdsSubdivisionTargeting() const {
@@ -1347,7 +1347,8 @@ bool AdsServiceImpl::MigratePrefs(
     {{4, 5}, &AdsServiceImpl::MigratePrefsVersion4To5},
     {{5, 6}, &AdsServiceImpl::MigratePrefsVersion5To6},
     {{6, 7}, &AdsServiceImpl::MigratePrefsVersion6To7},
-    {{7, 8}, &AdsServiceImpl::MigratePrefsVersion7To8}
+    {{7, 8}, &AdsServiceImpl::MigratePrefsVersion7To8},
+    {{8, 9}, &AdsServiceImpl::MigratePrefsVersion8To9}
   };
 
   // Cycle through migration paths, i.e. if upgrading from version 2 to 5 we
@@ -1558,6 +1559,13 @@ void AdsServiceImpl::MigratePrefsVersion7To8() {
   }
 }
 
+void AdsServiceImpl::MigratePrefsVersion8To9() {
+  // Unlike Muon, ads per day are not configurable in the UI so we can safely
+  // migrate to the new value
+
+  SetUint64Pref(ads::prefs::kAdsPerDay, 40);
+}
+
 int AdsServiceImpl::GetPrefsVersion() const {
   return GetIntegerPref(prefs::kVersion);
 }
diff --git a/components/brave_ads/browser/ads_service_impl.h b/components/brave_ads/browser/ads_service_impl.h
index 261c1b37cb7f..996e97221391 100644
--- a/components/brave_ads/browser/ads_service_impl.h
+++ b/components/brave_ads/browser/ads_service_impl.h
@@ -327,6 +327,7 @@ class AdsServiceImpl : public AdsService,
   void MigratePrefsVersion5To6();
   void MigratePrefsVersion6To7();
   void MigratePrefsVersion7To8();
+  void MigratePrefsVersion8To9();
   int GetPrefsVersion() const;
 
   bool IsUpgradingFromPreBraveAdsBuild();
diff --git a/components/brave_ads/common/pref_names.cc b/components/brave_ads/common/pref_names.cc
index 269aa0ff57db..6d25f14536d3 100644
--- a/components/brave_ads/common/pref_names.cc
+++ b/components/brave_ads/common/pref_names.cc
@@ -34,7 +34,7 @@ const int kSupportedCountryCodesSchemaVersionNumber = 9;
 // Stores the preferences version number
 const char kVersion[] = "brave.brave_ads.prefs.version";
 
-const int kCurrentVersionNumber = 8;
+const int kCurrentVersionNumber = 9;
 
 }  // namespace prefs
 
diff --git a/vendor/bat-native-ads/src/bat/ads/internal/frequency_capping/permission_rules/ads_per_day_frequency_cap.cc b/vendor/bat-native-ads/src/bat/ads/internal/frequency_capping/permission_rules/ads_per_day_frequency_cap.cc
index e9ef0b5a9020..66c79989ac9f 100644
--- a/vendor/bat-native-ads/src/bat/ads/internal/frequency_capping/permission_rules/ads_per_day_frequency_cap.cc
+++ b/vendor/bat-native-ads/src/bat/ads/internal/frequency_capping/permission_rules/ads_per_day_frequency_cap.cc
@@ -50,7 +50,7 @@ bool AdsPerDayFrequencyCap::DoesRespectCap(
       base::Time::kHoursPerDay;
 
   const uint64_t cap =
-      ads_->get_ads_client()->GetUint64Pref(prefs::kAdsPerHour);
+      ads_->get_ads_client()->GetUint64Pref(prefs::kAdsPerDay);
 
   return DoesHistoryRespectCapForRollingTimeConstraint(
       history, time_constraint, cap);
diff --git a/vendor/bat-native-ads/src/bat/ads/internal/unittest_util.cc b/vendor/bat-native-ads/src/bat/ads/internal/unittest_util.cc
index 73b4f43a990b..59cbce744c4c 100644
--- a/vendor/bat-native-ads/src/bat/ads/internal/unittest_util.cc
+++ b/vendor/bat-native-ads/src/bat/ads/internal/unittest_util.cc
@@ -399,7 +399,7 @@ void MockClearPref(
 
 void MockDefaultPrefs(
     const std::unique_ptr<AdsClientMock>& mock) {
-  mock->SetUint64Pref(prefs::kAdsPerDay, 20);
+  mock->SetUint64Pref(prefs::kAdsPerDay, 40);
   mock->SetUint64Pref(prefs::kAdsPerHour, 2);
   mock->SetBooleanPref(prefs::kEnabled, true);
   mock->SetBooleanPref(prefs::kShouldAllowConversionTracking, true);
diff --git a/vendor/brave-ios/Ads/BATBraveAds.mm b/vendor/brave-ios/Ads/BATBraveAds.mm
index 6a53acabe13c..4a7bf4d3da87 100644
--- a/vendor/brave-ios/Ads/BATBraveAds.mm
+++ b/vendor/brave-ios/Ads/BATBraveAds.mm
@@ -30,7 +30,7 @@
   + (__type)__objc_getter { return ads::__cpp_var; } \
   + (void)__objc_setter:(__type)newValue { ads::__cpp_var = newValue; }
 
-static const NSInteger kDefaultNumberOfAdsPerDay = 20;
+static const NSInteger kDefaultNumberOfAdsPerDay = 40;
 static const NSInteger kDefaultNumberOfAdsPerHour = 2;
 
 static const int kCurrentUserModelManifestSchemaVersion = 1;