Analyze page load speed with the Google Ads lens

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Website speed is a critical user experience factor that impacts both paid and organic search performance. When pages load slowly—especially on mobile devices—visitors are much less likely to stay, let alone convert. Google hasn’t been subtle in its efforts to encourage website owners to prioritize faster-loading pages on the open web. As part of Google’s efforts to improve the user experience for searchers, landing page speed officially became a mobile ranking factor more than three years ago, and landing page experience has long been a major component of paid search quality scores.

Google has provided many useful reports (such as Core Web Vitals ) that france phone number data allow marketers to diagnose and fix loading speed issues, but there’s another great and underutilized data point hidden in Google Ads: the Mobile Speed ​​Score . Found on the Landing Pages tab, this metric tracks how fast each paid search landing page loads on a scale of 1–10 (10 being incredibly fast and 1 being unbearably slow. Fortunately, we haven’t encountered a 1 yet.

Other load speed tools only show current load times, but in Google Ads, this data is available historically for each landing page you use, meaning you can see how load speeds have changed over time.