Though the ad codes are asynchronous in nature which means it will load in parallel to the page content and will not stop the content loading. But the earnings of your AdSense ads depends on placing them on above the fold area. This will lead to block the rendering of the page by crawlers which will be shown as high priority issue as “Eliminate render-blocking JavaScript and CSS in above-the-fold content”.

As the images in the ads can’t be cached you will see optimize images and leverage browser caching issues. This will be a real problem for matched content ads which will display image for each article.

Advertisers still use HTTP servers to distribute ads, this will create mixed content issue when your site is loading on HTTPS.

How to Improve Speed with AdSense Ads on a Page?

  1. Use Ad Balance feature
  2. Remove matched content ads
  3. Disable page-level ads (auto ads)
  4. Disable rich media content in display ads
  5. Place less number of ads on the pages with more scripts running
  6. Monitor the speed with Google Analytics

1. Ad Balance

Google AdSense account has a feature called Ad Balance. This will help you to check the percentage of ad serving that contributes to your revenue. In most cases, 90% of the revenue is generated from fewer ads on the site due to prominent placement. Basically you can remove all other ads to provide better user experience with no or less impact on the revenue.

2. Remove Matched Content Ads

Based on our usage we found that the matched content ads have one of the lowest CPC among different categories of ads. You will hardly earn few dollars per month especially when your page views are less. Each image shown on the matched content ad will create problem like image compression and leverage browser caching. As it is a block of post recommendation (along with ads if supported on your account), this will be a major speed killer not worth for earning few dollars.

3. Page-Level Ads (auto ads)

Similar to matched content ads, page-level ads also earns very less CPC from advertisers. Though the ads will only load on mobile devices and only on the popular pages, the scripts will load on all devices on all pages. We recommend to remove these page-level ads to improve page loading speed.

So you can remove matched content ads and page-level ads without losing much revenue.

4. Disable Rich Media Ads

This action may impact your revenue, so test this by setting up an experiment. Disable the image and video ads so that the image related issues (generally high priority) can be eliminated. You can do this by choosing ad type as text ads and disable video ads in ad restriction.

5. Placing Less Number of Ads with Other Scripts

As a rule of thumb place only three or less ads on a page. You can place more ads on the pages with 1000+ words so that the content length is monetized with number of ads. The speed of your site also depends on other plugins, images and scripts used on the page. Hence, if you have too many scripts (dynamic pages) running on your page then avoid placing many ads on that page.

6. Monitor Actual Loading Speed

Besides using various speed testing tools the best way to monitor the actual loading speed is to use Google Analytics. You can integrate AdSense with Analytics account in order to quickly view the performance of pages displaying ads under “Behavior > Site Speed” section. Taking corrective actions according to the speed score and recommendations will help to increase the speed and user experience.


If AdSense is the only revenue for you then you have no way other than leaving the speed behind. If you have other alternatives for generating revenue then try out the above explained ways to reduce number of ads with less impact on revenue.

It is worth to note all Google products like Analytics, fonts and script libraries will impact the page speed as all these products use JavaScript code.