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The short answer
Most paid clicks arrive on a phone, and a phone is where a slow page costs money. Oppy measures the landing pages on mobile in a nightly test and flags the slow ones, with what the account paid to send people there.
Why it matters
A visitor who waits for a blank screen often goes back to the results and clicks the next ad. You paid for the click either way.
Speed also feeds the landing page experience part of Quality Score, so a slow page can raise what every click costs, not only lose the visitors who leave.
How Oppy decides
The check runs on accounts whose landing pages were measured.
Checks that weigh money or clicks judge what they find on your own account's numbers, not on one figure applied to every account, so what counts as a problem on a small account is not the same on a large one. Checks on settings read how the account is set up.
When there is too little to go on, the check says so instead of guessing. A finding always comes with the rows behind it, so you can read the evidence before you decide.
| This check | |
|---|---|
| Step of the audit | Structure |
| What it reads | Landing page speed on a phone |
| Needs trustworthy conversions | No. It does not wait for the tracking step. |
| What happens next | Reported in the audit with the rows behind it. The decision stays with you. |
Check it yourself in Google Ads
- In Google Ads, open Campaigns, then Insights and reports, then Landing pages, and list the pages that take the most clicks.
- Run the busiest pages through PageSpeed Insights, on the Mobile tab.
- Note the performance score and the Largest Contentful Paint.
- Sort the pages by what they cost in clicks, to know which to fix first.
What to do about it
Start with the page that takes the most spend. The usual causes are large images, heavy scripts loaded before the content, and slow servers.
Compress and size images, delay scripts that are not needed at first, and use a fast host or a content delivery network. Measure again after each change.
Terms on this page
Other checks in this area
The checks next to this one in Ads and creative, each with its own page.