Performance6 min read·Updated

Google Ads Landing Pages: WebP for Quality Score and Speed

Google Ads does not give you a bonus 'for using WebP', but it does observe landing page experience. Convert the destination images to WebP, fix LCP, and you stop paying for clicks that never see the form.

Post-click is part of the ad

The ad creative can be JPEG on Google's CDN. Your domain should still be WebP. Those are different files.

Why it matters

  • Mobile-heavy campaigns.
  • Many Ads pages are thrown together in a builder with stock PNGs.
  • You already have conversion tracking; add speed to the same hygiene.

How to do it

  1. Open each active landing URL. Convert every raster above and immediately below the fold.
  2. Keep form pages especially light — no 2 MB backgrounds behind a lead form.
  3. Re-run PageSpeed on the exact Ads final URL.

Settings that work

Hero 1600–1920 / 75%. Trust badges 400 / 90%. Avoid autoplay video behind the form.

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Put it into practice

Convert your images to WebP right now, free and privately in your browser.

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Frequently asked questions

Indirectly, if speed and bounce improve. It is not a keyword factor.

Display networks have their own specs (often JPEG/PNG/GIF). Use WebP on the **landing page**.

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