Utilization of wireless access points (APs) is optimized by dynamically managing transmitted AP power levels of beacon packets to control wireless AP coverage. This permits traffic congestion at one wireless AP to be reduced and shifted to other wireless APs. AP coverage management is provided by a centralized mechanism that employs various interpretations and/or measurements of client received power to handle dynamic changes in client workloads. The control does not require protocol changes to clients that utilize a wireless AP and can also incorporate hand-off costs and/or manufacturer specified power level constraints. Thus, these techniques can be employed in existing wireless LANs without impacting clients. Various instances are employable with continuous power and/or discrete power based wireless APs, providing a non-client impacted means to increase throughput and/or load balance.