Landing Page Experience

Landing Page Experience is Google's read on what happens after someone clicks your ad. It evaluates whether the page matches the ad's promise, loads quickly, is easy to navigate on mobile and desktop, and is transparent about your business and how it uses visitor information. Inside Google Ads it's one of the three components of Quality Score, alongside expected CTR and ad relevance. A weak landing page experience drags down Quality Score, which can push your costs up and your positions down—so the click you paid for converts less and costs more. It's the lever that connects ad performance to the page itself. Google isn't alone in caring. Meta factors landing-page quality into delivery too, penalizing slow-loading, low-quality, or disruptive post-click experiences. The specifics and weighting differ by platform, but the underlying principle is consistent: a bad page after the click costs you, no matter where the ad ran.