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I Core Web Vitals are a set of metrics that measure user experience on the web in terms of loading speed, interactivity and visual stability.

The performance of a site is in fact fundamental to its success and this, as mentioned, not only to guarantee an optimal user experience, but also for the positioning of the site in search engines.

In fact, with the introduction of Core Web Vitals, a website must pay close attention to the factors that influence the user experience, because this contributes to its positioning in search engines and therefore to its visibility.

But how do Google Ads ads impact these metrics? In this article, we’ll explore Google Ads’ impact on Core Web Vitals and where it could hinder you from exceeding those metrics.

Google Ads and traffic

To understand how Google Ads impacts Core Web Vitals, it’s important to consider the traffic generated by ads. When a Google Ads ad is clicked, the visitor arriving at the site is included in the Core Web Vitals evaluation. This means that traffic from Google Ads contributes to the overall evaluation of these metrics.

Barriers to overcoming Core Web Vitals

Impact of Google Ads on TTFB (Time To First Byte)

TTFB is a metric that measures the time between a request for a resource and the time the first byte of a response begins to arrive.

There are some situations whereGoogle Ads can hinder passing the Core Web Vitals.

One of the main situations is when 80% of a site’s traffic comes from Google Ads. In these cases, the time to first byte (TTFB) may be slower. This is because TTFB is affected by the loading speed of your ad landing pages.

If the user’s first experience through an ad is subpar, this can have a negative impact on the user experience, increasing the bounce rate and therefore affecting conversion. At the same time, a slower TTFB can negatively impact Core Web Vitals and therefore the site’s SEO.

Strategies for dealing with these problems

There are a few strategies that websites can adopt to address issues arising from Google Ads and Core Web Vitals. For example, it is important to make sure you have a correct caching strategy for visitors who arrive through ad clicks. It is possible that the absence of a proper caching strategy could significantly increase the TTFB for these visitors.

Another situation that can affect Core Web Vitalsis the waiting time for a query string. Often, when a click on an ad leads to a redirect to a landing page, the wait time for the query string can increase significantly. This can lead to a strongly regressed TTFB. In these cases, it is important to adjust your business expectations regarding TTFB if ​​you rely heavily on Google advertising traffic.

Another option to consider is enabling parallel tracking for Google Ads. This option will improve the TTFB of your ad landing pages, as well as the First Contentful Paint (FCP) and Largest Contentful Paint (LCP). Parallel tracking allows customers to go directly to the landing page, while click measurement happens in the background.

Impact of Google Ads on CLS (Cumulative Layout Shift)

The CLS is a metric that measures all the layout changes of your site as it loads. In essence, it quantifies the elements that move or change during the page loading.

An example that we reported in our article onCore Web Vitals, to better understand this metric is to access, for example, an online smartphone store. If by clicking on a product, instead of being redirected to the product sheet, you enter a different tab, with a different layout, this can certainly disorientate you.

Well the CLS measures precisely this type of changes and interactions.

Ads can influence this metric because they can move content on a page if there isn’t enough space for them. This aspect can therefore become very unpleasant for the user, who thus sees the contents moved in an unexpected way.

This type of behavior can occur for three main reasons:

  1. If the ad area expands or collapses
  2. If you use flexible ad slots, meaning they automatically resize based on the creative
  3. If you use multiple ad slots

So when designing Ads, take these aspects into consideration, so you can guarantee the right user experience. Essentially this factor measures the interactivity and responsiveness of your site.

Impact of Google Ads on FID – First Input Delay

The TRUST, is a metric that measures all user interactions that occur on the site when it is still loading.

Regarding ads, if these are responsive or video ads for example, these can negatively impact the FID. In fact, for example, if the page or advert is poorly viewed or takes too long to be visible, the FID score may be penalised.

Associated with the FID, or rather, we can say an evolution of it, it is also theINP (Interaction Next Paint), which will be an integral part of the process from March 2024. This new metric measures the time a user takes to interact with a page after it has been loaded.

Strategies for dealing with these problems

In order to resolve problems related to FID, you can:

  • Remove some unused and useless JavaScript libraries
  • Load ad tags asynchronously
  • Overall improve the performance of your site

Impact of Google Ads on LCP – Largest Contentful Paint

Per LCP, we mean the time it takes for the heaviest content to actually appear on the screen.

Advertisements, especially those that are larger than other elements, can have a negative impact on the LCP.

Strategies for dealing with these problems

  • Move large ads to the “below the fold” area (the part of the page that the user can only see if they scroll down the page.)

Benefits of Core Web Vitals on Google Ads

I Core Web Vitals contribute to better results in PPC campaigns on Google Ads. Your landing page experience quality score can directly influence your bid to a particular position. Improving the technical experience can lead to a significant reduction in cost per click (CPC), up to 20-25%. Additionally, better page loading speed can benefit your automated bidding strategy.


Core Web Vitals are an important aspect of user experience on the web, and Google Ads can influence these metrics in various ways. It is essential to understand the impact of ad clicks on your Core Web Vitals rating and take appropriate strategies to address any issues.

Optimizing the technical experience of the site can lead to better results in advertising campaigns and improve the overall user experience.

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