Every extra second of load time costs conversions — and rankings, since Core Web Vitals feed directly into search visibility. The good news: most speed problems come from a short list of fixable causes.
Start with images
Images are the heaviest asset on most pages. Serve modern formats, size files to their display dimensions, lazy-load below-the-fold media and always set dimensions so layouts never shift while loading.
Tame third-party scripts
Chat widgets, trackers and plugins each add network requests and main-thread work. Audit every script quarterly: remove what is unused, defer what is optional and self-host what is critical.
Cache aggressively, ship less JavaScript
Static caching, compression and a content delivery network handle the network side. On the code side, split bundles so visitors download only what the current page needs — frameworks make it easy to ship far more JavaScript than any page uses.
Measure what users feel
Track Largest Contentful Paint, Interaction to Next Paint and Cumulative Layout Shift on real devices, not just lab tests. Fix the worst template first — headers, product pages and checkout flows — then roll improvements site-wide.
Why speed is an advertising metric
Every ad platform scores your landing experience: slow pages lower Google Quality Scores (raising every click's price) and inflate social CPMs. A one-second improvement routinely cuts cost per acquisition 7–12% with zero change to the ads themselves. Fix the page before you raise the budget — speed work is the cheapest CPC reduction you will ever buy.
Our technical sprints routinely take client landing pages from red to green in under a month. If speed is throttling your ad growth, start with a performance audit.
David Okafor
Performance Ads Specialist, Adcrest Media
David leads landing-page speed work that lowers ad costs, fixing the performance issues that inflate CPCs.
