// Landing pages
Why Landing Page Speed Decides Your Ad Results
A slow page loses readers before the offer is read. Read the LCP, INP, and CLS thresholds, the common causes, and the order of the fixes.
A slow page loses readers before the offer is read. You already paid for the click, so every extra second is ad budget spent with no result.
Three thresholds you must meet
Google defines three Core Web Vitals. A page passes when all three meet the "good" threshold at the 75th percentile of real visits.
| Metric | What it measures | Threshold |
|---|---|---|
| LCP | When the largest element appears | 2.5 seconds or less |
| INP | Response time across all interactions | 200 milliseconds or less |
| CLS | Layout movement | 0.1 or less |
INP replaced FID as the official responsiveness metric on 12 March 2024. INP reads every interaction, not only the first one.
The causes we find most often
Scroll the diagram sideways
Order of the fixes
Scroll the diagram sideways
Small things with a large effect
- Set width and height on every image, so the layout does not shift.
- Load images below the first screen with
loading="lazy". - Remove one third-party script whose data nobody reads.
- Use one font family with two weights, not four families.
Questions and answers
Does speed raise Google rankings? Page experience is one signal among many. Speed first helps readers finish the action, and that result appears in your ad report.
Which tool should I use? Use field data from real visits to judge whether you pass, then use lab tools to find the cause.
What is a sensible target? Meet the "good" thresholds first. After that, aim to open under 2 seconds on a mobile network. Read the mobile layout guide as well.
// references
Official sources
We checked every claim on this page against the documents below on 11 September 2026. Open the source before you change a live system.
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