Mobile Speed Remediation for Paid Landing Traffic

The number that starts this conversation is in your Meta account, not in Lighthouse. Take your top-spending campaign and compare link clicks with landing page views. A difference under 8 percent is ordinary wastage. Above 15 percent, you are paying for visits that end before anything renders. On sixty thousand dollars of monthly spend, closing a twenty percent gap is worth more than any test you currently have queued. How we measure: Lab scores are a debugging tool, not evidence. Chrome UX Report data is evidence, but it moves on a 28-day rolling window, so a change made on the first of the month is not visible in it until nearly the end. On day one we install the web-vitals library reporting to an endpoint you own, and we segment by referrer. Traffic arriving inside the Meta or TikTok in-app browser is read separately from organic, because those visitors hit you on a cold HTTP cache. Your fonts are not cached for them, your service worker does not exist yet, and the second-visit numbers your agency screenshots have nothing to do with the people you are paying for. What usually comes out, in the order we find it: The consent banner is the single most common cause of a slow largest contentful paint on Australian and European-facing pages. It loads from a vendor, it blocks render, and everyone treats it as untouchable. We keep the banner and the consent logic, and stop it blocking. Then the tag manager container, which almost always holds tags for tools nobody has signed into in a year, each one a long task competing with the tap the visitor is trying to make. Then the hero image: one file, sized for the device class, AVIF with a fallback, priority hinted, with width and height set. Then fonts. Then the chat widget, which we will argue should not load until the visitor scrolls, and we will lose that argument in about a third of engagements. Interaction, not only paint: Interaction to Next Paint is where paid landing pages fail quietly. The page paints quickly, the first form field takes 400ms to answer the first tap, the visitor taps again and the field toggles back. We profile the main thread on a mid-range Android device profile rather than a laptop, and we check what is breaking back and forward cache, because a visitor who flicks back to Instagram and returns should get an instant restore rather than a fresh load billed as a second session. What we report against: Field p75 for LCP and INP, the click-to-view gap per campaign, and cost per lead over the four weeks after the change. Not a Lighthouse score. We have taken a page from 61 to 96 in the lab without moving a single field metric, which is why we stopped quoting the number. What we will not do: Remove, bury or delay your consent banner to make a metric look better. Chase a perfect lab score. Strip analytics your finance team relies on for attribution. Or keep working on a page whose real problem is that the ad promised something the page never mentions. We will tell you that in the first week and stop, rather than spend a month shaving kilobytes off a message mismatch. Who this is not for: Sites under roughly twenty thousand dollars a month in paid spend, where the arithmetic does not support the engagement. Teams who cannot give read access to the ad account, since without it we are optimising in the dark. And anyone who wants the diagnosis without the authority to remove a tag.