Why Your Google Ads Quality Score Keeps Dropping (And How Site Speed Fixes It)
A 1-second delay in landing page load time drops your Quality Score by 0.5–1 full points. That single second costs you 15–20% more per click while pushing your ads lower on search results. Here's how to fix it.
Quality Score per 1s delay
CPC increase
Fewer conversions
The Quality Score Trap: Why Landing Page Speed Matters
Google's algorithm now ties Quality Score directly to landing page experience, which includes loading speed. When your landing pages load slowly, Google automatically penalizes your Quality Score—even if your keywords are highly relevant and your ads are well-written.
What Google measures:
- •Mobile page speed: How fast your page loads on devices (weighted more heavily)
- •Desktop page speed: Desktop performance still matters, but mobile is primary
- •Interaction to Paint (INP): How quickly your page responds to clicks (new since 2024)
- •Visual Stability (CLS): Does your page shift as it loads?
How Much Does Your Quality Score Drop?
Based on 2025 Google Ads data analysis across 50,000+ campaigns:
- Pages loading in 1-2 seconds: Average Quality Score 8-9
- Pages loading in 2-3 seconds: Quality Score drops 0.5–1 point (7-8)
- Pages loading in 3-4 seconds: Quality Score drops 1-2 points (6-7)
- Pages loading in 4+ seconds: Quality Score drops 2-3 points (5-6)
The Math: What This Costs You
Let's say your current metrics are:
- • Current Quality Score: 8
- • Average CPC: $2.50
- • Monthly clicks: 10,000
- • Current monthly spend: $25,000
If your landing page slows from 1.8 seconds to 3 seconds, your Quality Score drops to 6.5:
- New CPC (at QS 6.5):$3.05 (+22%)
- New monthly spend:$30,500
- Monthly cost increase:+$5,500
- Yearly cost increase:+$66,000
And that's just the increased CPC. Your lower ad position means lower click-through rates too, so your actual spend increases even more while your volume drops.
How to Fix Your Landing Page Speed (The Right Way)
Quick fixes won't cut it. Your landing pages need structural optimization:
1. Get to 1.8 Seconds or Better (Mobile)
This is the threshold where Google starts favoring your ads. Test on real mobile devices (not just desktop).
- • Compress images aggressively (WebP or AVIF format)
- • Eliminate render-blocking JavaScript
- • Defer non-critical CSS
- • Use a CDN for static assets
2. Minimize Conversion Form Load Time
Forms themselves often slow pages down. Progressive form loading can cut form impact in half.
3. Reduce Third-Party Scripts
Tracking pixels, chat widgets, and analytics add up. Load them async or defer them below the fold.
4. Monitor Continuously
Set up Google Search Console alerts for any drops in Core Web Vitals scores. A single slow update can tank your Quality Score.