limit_req_zone $binary_remote_addr zone=one:10m rate=30r/m;

server {
    ...

    #
    #max requests allowed for login.html are 30/minute!
    #

    location /login.html {
        limit_req zone=one;
    ...
    }
}

limit_conn_zone $binary_remote_addr zone=addr:10m;

server {
    ...

    #
    #max connections per IP client allowed are 10!
    #

    location /store/ {
        limit_conn addr 10;
        ...
    }
}