Why Website Speed Matters for Leads and Google Ads

If you're paying for traffic from Google Ads or Meta Ads, every second your page takes to load costs you money. Visitors leave slow pages before they ever see your offer.

Why it matters

• Ad costs: Google considers landing page experience when scoring ads. Poor experience can mean higher costs per click.
• Conversions: Faster pages keep more visitors on the page long enough to make an enquiry.
• SEO: Page experience is part of how Google evaluates sites.

The biggest wins

1. Compress images. Use modern formats such as WebP or AVIF and size images to the space they fill.
2. Reduce scripts. Every tracking tag, chat widget and slider adds weight. Keep what you use, remove the rest.
3. Use good hosting and caching. Enable server compression and browser caching.
4. Avoid heavy page builders and plugins where a lighter build does the job.
5. Make it mobile-first. Most ad traffic arrives on phones.

How to measure

Test your key pages with Google PageSpeed Insights and watch Largest Contentful Paint, Interaction to Next Paint and Cumulative Layout Shift. Aim for the "Good" range on mobile.

Fix the page, then scale the ads

Before increasing ad spend, make sure your landing page loads quickly, has one clear call to action, and tracks conversions correctly. Need help? We build fast, conversion-ready sites. Get a free quote.