6 techniques to improve the speed of sites using Adsense

We display AdSense display ads, in-article ads, related content ads, and page-level ads on our sites. Google AdSense works well on our sites. But it doesn’t stop there, there is another bitter side to displaying AdSense ads.

Google Adsense ad code negatively affects the loading speed of your site which provides an unpleasant experience for users.

improve the speed of sites using Adsense

AdSense Vs loading speed of your site

According to Wikipedia, Google got 22% of its revenue from AdSense in 2014 and the same goes for other years.

Over 14 million sites use AdSense and publishers must place a piece of asynchronous script code on their web pages in order to display ads. Here are the type of ads supported by AdSense:

  • Image and text ads
  • Ad links
  • Adsense for search
  • Page-level ads for mobile devices
  • Matching content ads for content recommendation

Ideally, an eligible publisher can place all of these ad types on a single page. Recently, Google also removed the limit of placing three content ads on a page and allows publishers to place ads proportional to the length of content on the page.

It looks good? Well no!!! Site speed is one of the most important algorithmic factors. So placing all these ads on one page will affect the page loading speed and lower your site ranking.

AdSense Vs Google PageSpeed ​​Insights

Google has a tool to test your site speed called PageSpeed ​​Insights. Unfortunately, it’s designed in such a way that it doesn’t clearly show most AdSense issues.

We tested a page with the “PageSpeed ​​Insights” tool and got a score of 99% for desktop computers:


The same page tested on pingdom and GTmetrix shows a score of 79 and 80% respectively with too many problems.

test site speed

Page speed issues with AdSense codes

Google loads advertising images via the server “https://tpc.googlesyndication.com/”. When you see the link with this URL in page speed tests, it is from AdSense ads. Here are some of the speed issues caused by AdSense ads:

  • Although ad codes are asynchronous in nature, this means that they will load in parallel to the page content and will not stop the content from loading. But the revenue from your AdSense ads depends on their placement above the fold zone. This will lead to blocking the rendering of the page which will be shown as a priority issue like “Eliminate render-blocking JavaScript and CSS in content above the fold line”.
  • Ad images cannot be cached. This will be a real problem for matching content ads which will show an image for each post.
  • Advertisers always use HTTP servers to serve ads, this will create mixed content problem when your site loads in HTTPS.
  • Frankly, you will see all kinds of issues in pingdom and GTmetrix like: avoid redirection, enable minification, enable compression, defer JavaScript parsing, etc.
See also  SEO: SEO is dead, long live SXO!

How to improve speed with AdSense on-page ads?

  • Use the “Ads dosage” feature
  • Remove Matched Content Ads
  • Disable Page-Level Ads (Auto Ads)
  • Disable rich media content in display ads
  • Place fewer ads
  • Monitor speed with Google Analytics

Now explaining each option:

1. Dosage of ads:

The Google AdSense account has a feature called Ad Dosage. This will show you only the ads that make you the most money and improve the overall visitor experience on your site for minimal cost.

In most cases, 90% of revenue is generated by fewer ads on the site due to prominent placement. Basically, you can remove all other ads to provide a better user experience without impacting revenue.

2. Remove Matched Content Ads

Based on our usage, we’ve found that matched content ads have the lowest CPC among the various ad categories. You will barely earn a few dollars per month, especially when the number of page views is less. Every image displayed on a matching content ad will create a problem like image compression and browser caching.

Since this is a post recommendation block (with ads if supported on your account), this will be a major speed killer and not worth a shot .

If you want to add links to your related posts (related content) it is better to use this method: Add “related post” to Genesis child theme without plugin

3. Page-Level Ads

Similar to matched content ads, page-level ads also earn very less CPC from advertisers. Although these ads only load on mobile devices and only on popular pages, their scripts load on all devices and on all pages. We recommend that you remove these page-level ads to improve your site’s loading speed .

See also  To optimize a campaign, you must know your marketing objectives

Google has replaced page-level ads with Auto Ads. We don’t see any speed improvements as the code remains the same.

4. Disable Rich Media Ads

This action can have an impact on your income, so test it by doing a test. Disable image and video ads to eliminate image issues (usually high priority). To do this, choose the ad type as text ads and disable video ads in the ads restriction.

5. Place fewer ads

As a general rule, only place three ads or less on a page. You can place more ads on pages over 1,000 words. The speed of your site also depends on the other plugins, images and scripts used on your pages. Therefore, if you have too many scripts (dynamic pages) running on a page, avoid placing too many ads on it.

6. Monitor Actual Charging Speed

The best way to monitor the actual loading speed of your site is to use Google Analytics. You can integrate AdSense with an Analytics account to quickly view the performance of pages displaying ads in the “Behavior > Site Speed” section. Taking corrective actions based on the speed score and recommendations will help increase speed and user experience.


If AdSense is the only source of income for you, you have no other way but to leave speed behind. If you have other alternatives to generate revenue, try the methods explained above to reduce the number of ads with less impact on revenue.

It should be noted that all Google products like Analytics, Fonts and Scripting Libraries will have an impact on the loading speed of your site as all of these products use JavaScript code.

5/5 - (1 vote)
SAKHRI Mohamed
SAKHRI Mohamed

The blog of a computer enthusiast who shares news, tutorials, tips, online tools and software for Windows, macOS, Linux, Web designer and Video games.

Articles: 3732

Leave a Reply

Your email address will not be published.