various things space to reference for sluggish loading websites. And also ads are typically high on that list. Here's exactly how to resolve your website loading problems.

You are watching: How to stop ads from loading on web pages

through Ryan Sullivan

SEO | WordPress


Why go the speed of her website matter?

The speed of your website is the an initial impression you ever make ~ above a customer. And, as you know, very first impressions count. Website speed affects user experience, rankings on find engines, and even sales and also conversions. Sadly, 40% of tourists will leave your website if the takes longer than three seconds to load. This is specifically true for mobile sites.

If your slow website is driving civilization away, climate it’s driving far potential conversions and sales, too; her website’s speed is vital when it comes to website traffic and also your bottom line. The SEO prominence of website speed is rooted in Google’s Core internet Vitals. This write-up will describe what Core net Vitals are, just how these to update might influence bloggers and website owners, and also the duty ads in slowing down a website.

Table the Contents

Discover why your website is loading slowlyHow to stop ads slowing under your website

What room Google’s Core internet Vitals updates?

Google’s Core internet Vitals room a collection of user-centered metrics the measure important aspects of real-world user experiences v websites. These usability metrics track points on a site favor page-load speed, user interaction, and the intuitive consistency of material on web pages as they load.

Google is currently launching a new update – the page Experience upgrade – that will encompass page experience ranking signals in Google find ranking. These signals measure how visitors perceive their user suffer with a net page and also contribute come Google’s initiatives to for sure that world have relevant and enjoyable experience on the web.

Most importantly, Google will usage the brand-new page endure signal (alongside numerous other signals) to determine the ideal content come present an initial in solution to a search query.

An important element of your page experience is web page speed — exactly how long does the take for a page to fill when a user clicks on any type of on-page link? An acceptable web page speed score is 70/100 and higher, but according come Google, you have to strive for 90/100. Websites and pages with better page experience can perform better than those without, therefore we indicate making site speed improvements as soon as you can.

There room three ranking signals because that Google’s Core internet Vitals:

Largest contentful repaint (LCP): How rapid does the web page load? Here, you must take internet images, videos, and text into consideration. Page pack time can also be affected by your server time, her CSS, and also JavaScript.Cumulative layout shift (CLS): How conveniently does a web page stabilize? have actually you ever waited for a page to pack on her mobile phone, click a button, and at the critical second, that shifts, and you fight something else? That’s what Google procedures with this signal.First input delay (FID): How easily does a page react to user engagement? when a user clicks top top a switch or connect to an event, how fast can the browser procedure that intake or instruction and produce a result?

What affect will this updates have actually on bloggers?

This upgrade will affect all continuous search outcomes for both cell phone and desktop computer based on details criteria. However, and this is a vital point, Core web Vitals will end up being the key criteria because that you to show up at the peak of a search engine’s outcomes page.

Bloggers shouldn’t have actually to problem too much, together Google will still prioritize pages with the ideal information and also content all at once – also if some facets of page experience lack on your blog. However, this is tho a ranking signal to consider as that will enhance your in its entirety user experience. A better user experience method more visitors and, essentially, much more customers.

We introduce doing a Core net Vitals website audit to see just how your website performs and identify the areas for improvement.


Ad networks and also site speed

Few things are an ext frustrating than as soon as you notice your website loading slowly. Many factors contribute to performance bottlenecks and slow web page speeds, but one the the most notorious culprits the we’ve encountered recently is ad networks.

Ad networks have become the bane of the internet. It’s come to be enough the a problem that Google has actually started penalizing sites the go overboard with interstitial ads, or ads that try and trick users into downloading software.

We see ads causing performance worries on our client’s websites all the time. You can indeed do a kind amount of money from advertisement impressions, and, for countless publishers, it’s their single stream that revenue. Still, that doesn’t adjust the truth that poorly enforced ads, or ads that haven’t unable to do through quality control, can cause serious performance worries that frustrate readers, and keep world from coming earlier to your website.

Below is an instance of poorly implemented ads. It seems favor a joke, but this is no a joke.


There’s a digital tightrope walk the constantly puts site owners in an awkward position. They’re always asking themselves, “How can ns maximize ad revenue, and generate as plenty of impressions as possible, there is no interfering with the endure of mine readers?”

That’s no a fun place to be, so I want to walk over how you can figure out if ads space to blame for your slow-moving loading website, why ads space a bottleneck at all, and what to do if you discover yourself in a situation where ads are damaging your user experience and also page pack time.

Discover why her website is loading slowly

The first thing we have to do is dig into why your website is loading progressively in the very first place. For this post, we’re walk to neglect things choose subpar web hosting, bloated themes and also plugins, database overhead, and also things of that nature, and also take a look in ~ ads specifically, and if they’re contributing to your sluggish page pack times.

I do this sweet video that walks us v why ads room obliterating page speed. Have a watch!

Testing advertisement impact through the best tool

Several different tools are supplied to check the front-end performance of a website. These tools are cost-free and an easy to use. Just get in your website URL, wait a minute or two, and also you’ll it is in given back loads of action data. Below are few of the most famous ones:

For today’s tests, we’re going to emphasis primarily ~ above GTMetrix and also WebPageTest to display how advertisement networks affect your site performance.

 HTTP requests

The many obvious affect of any advertisement implementation is the enhancement of HTTP requests. Generally speaking, a simple WordPress website will have all over from 30 come 150 HTTP requests. The WP homepage is nice well-optimized, and also we make 96 HTTP requests, therefore you have some context.


What is an HTTP request?

An HTTP request is basically simply another name for every time your computer requests new information from your server — or any other server for the matter. Of course, as much more requests are made, that’s indeed going to take much longer to process. Points get also more complicated and connected when those servers are dispersed throughout remote physical locations. Also though information travels in ~ the speed of light, there’s quiet going to be latency if your computer is making hundreds of requests come Albany, Austin, Atlanta, and Acapulco all at the very same time. Maintaining HTTP requests together low as possible will ensure much better performance for her website.

Example: HTTP requests and disabled ads

Now let’s take a look at at an example from one unnamed website on the internet. The identification of the website owner has actually been removed to safeguard the innocent, etc. We recorded the adhering to results making use of the GTMetrix performance experimentation tool.

The an initial screenshot mirrors the power of the site with ads totally disabled. 81 request is a an extremely respectable amount, together is a 2.8s page pack time. Anything under three secs is taken into consideration a success in most cases. The web page size can be reduced, but for an image-rich website, it’s not unusual to have actually a page size roughly 2MB.

In the 2nd screenshot, ads were turned on. Here’s a percentage breakdown of the exact performance influence of ads top top this website.

Page load time 8.6s — 307% boost in page fill time once ads were introduced.Total page size 3.55MB — 152% boost in web page size when ads to be introduced.Requests 446 — 550% increase in HTTP requests when ads to be introduced.

This isn’t even an edge situation or excessive example. We see and also review sites similar to this one every solitary day. We’ve checked out sites where allowing ads introduced over 1,000 brand-new HTTP requests!

Varying physical locations

The number of HTTP requests do by ad networks is a vast issue, and it’s compounded even much more when you start to take into account where all of these ad servers space located. The more physical street that needs to be traveled to return ads to your website, the slow the page fill times will certainly be.

Let’s take it a look at the exact same website from the critical example, and take a look at how plenty of different servers room being provided to offer up this advertisement content.

HTTP request break down for website not to it is in named

The pie graph on the left is totally out of control. This is because HTTP requests are being made to end 150(!) servers across the world. It’s truly remarkable that data deserve to be returned from that numerous places in less than 10 seconds.

The 15.7% part of the pie is the server that hosts the really website. The WHOLE entire WEBSITE renders just barely an ext HTTP requests than the top ad network on the site. Allow me reiterate that. One advertisement network makes virtually as countless HTTP request as all of the content, images, and assets that consist of this entire website.

HTTP request breakdown because that

Take a look in ~ the HTTP request breakdown by domain for We fill data from about 15 different servers instead of 150+. We might cut the number down also more, but we use Twitter, Facebook, and also Google APIs to add features like our homepage Twitter stream, and things like that. It’s a mindful decision to include those additional HTTP requests as they permit us to add cool features to ours website.

We likewise know that substantial entities rely on Twitter, Facebook, and also Google APIs a lot more than us do, for this reason we can trust the they’re keeping their networks maintained and performant.

How to store ads from slowing down your website

There are a couple of techniques and also tools you have the right to use to stop ads native slowing down your website.

1. Implement lazy loading for ads

Lazy loading enables you to hold-up slow-loading page aspects – such as photos or ads – till after your page has actually loaded. It’s a way of ensuring a visitor has accessibility to your website (and no bounce) prior to loading some of your net page’s larger, non-critical, below-the-fold content. As a user scrolls down the page, lazy loading ensures pictures only load as needed, do your web pages load much faster, particularly on mobile devices. Friend can use this to any variety of images on a web page.

2. Use a CDN for the website imagery and video clip content

A content delivery network (CDN) is a geographically distributed and cloud-based network the servers that job-related together to carry out fast delivery of net content. That reduces the physics distance between a server and a device accessing a site and enables for the quick transfer of assets essential for loading documents such as HTML pages, javascript files, stylesheets, images, and videos. A CDN can result in a significant decrease in page pack times because that both desktop and mobile users.

3. Usage a premium DNS service

A Domain Name system (DNS) is vital aspect the the web that allows your computer system to match web domain names (e.g., come their internet Protocol (IP) addresses.

An IP address is a distinct string of numbers linked with every domain top top the internet. Her website IP suggests its ar on the web so that other websites and also devices can discover it. Because it would certainly be virtually impossible come remember every IP deal with of all her favorite websites once browsing online, a DNS connects domain names come IP addresses, allowing people to remember domain names (, for example), while devices on the internet utilize IP addresses.

A domain surname registrar, which commonly uses a backend server to supply services to net hosting companies and also internet company providers (ISPs), is usually also a provider of DNS hosting services. A DNS hosting provider also keeps track of the domain surname that have been configured and handles all domain lookup queries.

Not every DNSs are developed equal.

It’s crucial to store in mental that, choose hosting, there are quicker and also slower DNS providers. Premium DNS options aim to administer 100 percent uptime to reduce the threat of shedding visitors to your website. One more benefit of a premium DNS company is that it’s faster! Typically, a cost-free DNS is a sluggish DNS.

If her website’s speed and also performance room inconsistent, an altering DNS providers is a reasonably straightforward way to identify if the DNS provider itself is a bottleneck. Convert to a more dependable provider might be the best solution.

A few DNS web organization providers we very recommend for optimal website performance are:

3. Optimize or border ads on mobile devices

Pages loading ~ above mobile tools are regularly slightly slower than on a desktop; that’s why page speed is a significant aspect of mobile find engine optimization (SEO). If you want to optimize ads on mobile to border their impact on pack speed, you have the right to either pick to limit your ads shown on mobile devices or optimize them because that mobile.

Here’s how you have the right to limit ads top top Google: 

First, authorize in to her Google Ads account.Click “Devices” in the page food selection along the left side.In the “Device” column, find rows that say “Mobile phones.”Click the “Bid adj.” cell for your desired campaign or ad group.Choose “Decrease” from the drop-down menu.

If you desire to border it by 50%, enter 50% in the % field, and click Save. If friend want just to display ads on desktop computers, get in 50% in the % field, and also click Save.

4. Defer advertisement scripts

The defer attribute is a heat of added code that mentions that a script only runs after ~ the remainder of the page has finished processing. In layman’s terms, this attribute can tell an advertisement to only pack on a page after whatever else has loaded. If a defer advertisement script is not added, the script to load the advertisement will it is in fetched and executed prior to the internet browser finishes evaluating the page, possibly slowing the page fill down.

5. Mitigate the variety of video ads

Embedding videos deserve to sometimes sluggish down a webpage. Video marketing is one incredibly an effective strategy, but if that impacting your page speed, it can be doing much more harm than good. While Google concentrates on mobile native an SEO standpoint, speed results the as whole UX and also traffic performances, basically impacting revenue (as fewer civilization will invest time on the site).

See more: How To Remove Barbed Wire Fence Removal, Safely Take Down A Barbed

6. Border the total variety of ads across the site

Now I’m not rather naive sufficient to say publishers should abandon the advertisement revenue design altogether. There are absolutely other company models that can be more profitable and have less impact on your readers, yet when ads room the core item of her revenue, it’s tough to make that switch there is no making some big strategical changes. Fewer ads on your website will boost site speed and performance because that both mobile and also desktop, however. Try turning your ads turn off for a few minutes and run your web page through You’ll an alert a substantial difference in your load time!

7. Recognize your ad Provider

We view many ad providers the end on the web, many of whom space super reputable, store their ad servers optimized, and also require advertisers come comply v a strict collection of guidelines.