How We Cut Faye's Google Ads CPC by 30% by Optimizing Landing Page Performance

Google's Quality Score has three components — expected CTR, ad relevance, and landing page experience. Page speed sits squarely inside the third. Improve it, and Google charges you less for the same ad position. Your effective bid is bid × Quality Score, so a slow page silently inflates what you pay on every click, across every campaign.

1. Image compression and modern formats

• Converted hero and section images to WebP/AVIF — 60–80% smaller than PNG/JPEG at the same visual quality.
• Sized images to their rendered dimensions instead of loading 2400px originals into 700px containers.
• Lazy-loaded everything below the fold so first paint isn't blocked by images nobody scrolled to yet.

2. Font optimization

• Cut the font payload to the weights actually used — two families, three weights, not nine.
• Served WOFF2 with font-display: swap so text renders immediately instead of flashing invisible.
• Subset fonts to Latin characters, dropping glyphs the pages never render.

3. Script and file compression

• Minified custom CSS/JS and removed dead code left from old experiments.
• Enabled Brotli/gzip compression on custom assets.
• Deferred every non-critical script — nothing renders slower than a page waiting on JavaScript it doesn't need yet.

4. Third-party tag audit

• Inventoried every pixel and widget, killed the abandoned ones, and moved the rest to load after first paint.
• Added preconnect hints for the third-party origins that had to stay.

5. Layout stability (CLS)

• Reserved explicit dimensions for images, embeds, and the cookie banner so the page doesn't jump while loading — layout shift is part of Core Web Vitals, and Core Web Vitals feed landing page experience.

The results

• ~30% lower average CPC across the optimized campaigns — same ads, same bids.
• Dramatically faster mobile load times, where most paid traffic lands.
• The savings compound: every future campaign pointed at these pages starts from a cheaper baseline, and faster pages convert better on top.

The same checklist applies whether your landing pages live on Unbounce, Webflow, or WordPress. The platform changes the mechanics; the fundamentals don't.

Want the same audit on your pages? Talk to us about a performance audit — we'll show you before/after numbers, not just a report. Related: Webflow Automation Services · WordPress to Webflow Migration