skill-078-landing-page-speed

Skill 078: Landing Page Speed

Purpose

Test landing page load times to ensure pages load in under 3 seconds. Slow landing pages increase bounce rates, reduce Quality Score, and negatively impact conversion rates. Google recommends pages load in under 3 seconds for optimal ad performance.

Data Requirements

Data Source: Standard (plus external testing)

Standard Data:

• data/account/campaigns/*/*/ads.md - Final URLs for landing pages
• data/account/campaigns/*/*/keywords.md - Landing Page Experience QS component
• data/performance/campaigns/*/*/ads_metrics_30_days.md - Traffic to identify high-priority URLs

Reference GAQL:

SELECT
  ad_group_ad.ad.final_urls,
  campaign.name,
  ad_group.name,
  metrics.impressions,
  metrics.clicks
FROM ad_group_ad
WHERE segments.date DURING LAST_30_DAYS
  AND ad_group_ad.status = 'ENABLED'
ORDER BY metrics.impressions DESC

Use /google-ads:get-custom to get URL-level traffic data.

Note: Actual page speed testing requires external tools (PageSpeed Insights, GTmetrix).

Analysis Steps

1. Extract landing page URLs: Identify all unique final URLs from ads and keywords.
2. Review LP Experience scores: Check Landing Page Experience QS component for Below Average.
3. Prioritize by traffic: Focus on high-impression, high-click URLs first.
4. Recommend testing: Provide URLs to test with PageSpeed Insights.

Thresholds

Condition	Severity
Landing Page Experience Below Average	Critical
High-traffic URL with LP issues	Critical
Page load > 5 seconds (if testable)	Critical
LCP > 2.5 seconds	Warning
Mobile score < 50	Warning
Page load 3-5 seconds	Warning

Output

Short (default):

## Landing Page Speed Audit

**Account:** [Name] | **Unique URLs:** [X] | **LP Experience Issues:** [Y]

### Priority URLs to Test
| URL | Monthly Clicks | LP Experience |
|-----|----------------|---------------|
| [URL] | [X] | [Above/Average/Below] |

### Critical ([Count])
- **[URL]**: Below Average LP Experience, [X] clicks -> Test at pagespeed.web.dev

### Recommendations
1. [Priority action]
2. [Secondary action]