Quality Score is calculated using three pillars, but the one you have the most control over is Landing Page Experience. Google’s goal is to keep users happy. If a user clicks your ad and faces a blank screen for more than 3 seconds, Google flags your site as a "poor experience." Even if your ad copy is perfect, a slow load time tells Google that your page is irrelevant. This negative signal ruins your Ad Performance Analytics and caps your potential Quality Score at a 3 or 4 out of 10.
Speed is directly tied to your wallet. Google’s auction algorithm acts as a ruthless PPC Optimisation Tool: it rewards fast sites with cheaper clicks and penalizes slow sites with higher costs.
Fast Site (High QS): You get a discount on your Cost-Per-Click (CPC) to maintain your rank.
Slow Site (Low QS): You pay a "Latency Tax"—often up to 400% more per click—just to stay visible. By ignoring speed, you are voluntarily paying premium prices for traffic that is likely to bounce before seeing your offer.
Google uses "mobile-first indexing" to determine your Quality Score. It does not matter if your site loads instantly on a desktop; if it lags on a 4G mobile connection, your score will tank. To fix this, you must focus on Core Web Vitals, specifically Largest Contentful Paint (LCP). If your Traffic Source Analysis shows mobile users abandoning the page, use Traffic Management Solutions to compress images and minify code immediately.
Sometimes, your PageSpeed score is perfect (green), but your bounce rate is still sky-high. This is the "False Speed" trap caused by Sophisticated Invalid Traffic. Bots click ads and "bounce" instantly—or scrape content in milliseconds—which skews your engagement data and makes it look like a speed issue. If your technical metrics are good but your results are bad, you need Bot Traffic Detection. Connecting ClickSambo allows you to distinguish between humans leaving a slow site and bots draining your budget, ensuring you solve the right problem.
Other Advertisement Analytics Performance 