A fast website lowers your Google Ads costs
Paying too much for your Google Ads clicks? The problem may be neither your budget nor your keywords, but your website. Here is why a fast site is the most profitable lever in your advertising.
Performance & advertising
Quality Score: the rating that sets your prices
Google gives every keyword a Quality Score from 1 to 10. That rating decides what each click costs and where your ad appears.
According to the grid published by WordStream (2013), a Quality Score of 10 makes a click half the price of an average score of 5; a score of 1, up to five times the price.
The three pillars of Quality Score
Google weighs three criteria:
- Landing page experience — loading speed, mobile comfort, relevant content. This is where our sites make the difference.
- Ad relevance — how well the ad copy matches the keywords.
- Expected click-through rate — how likely people are to click your ad.
The first pillar depends directly on the technical quality of your site: that is our trade.
What Google measures on your page
Google does not only read your content: it measures the technical performance of the page.
- Main content display (LCP) — our sites stay under Google’s threshold (2.5 s) at the median
- Responsiveness to clicks (INP) — our sites load very little JavaScript: nothing blocks the click (threshold: 200 ms)
- Visual stability (CLS) — our sites: 0 median (threshold: 0.1)
- Mobile comfort — a page you can read and tap with a finger
- Security — HTTPS everywhere, no mixed content
- No intrusive windows — no pop-up blocking the page
We aim for 100/100 in all four PageSpeed categories; our sites measure 99 median (survey of 22 September 2026).
Stop overpaying for your Google Ads clicks
A fast website is the most profitable investment for your campaigns. Let’s talk.
The effect on your campaigns
- −50% · CPC at Quality Score 10 — Compared with an average score of 5 (WordStream grid, 2013).
- +400% · CPC at Quality Score 1 — Same grid: a slow page is paid for on every click.
- 99/100 · Our sites’ performance — Median mobile Lighthouse score, survey of 22 September 2026: the first pillar of Quality Score.
Why a heavy site costs you more in advertising
A WordPress site loaded with a theme and plugins often gets a poor performance score on PageSpeed. The reasons:
- Heavy scripts — jQuery, plugins, page builders
- A server that computes on every visit — the database is queried for every page
- External resources — fonts, libraries, analytics and trackers
- Poorly optimised plugins — forms, shop, page builder
Result: the page experience drops, your Quality Score with it, and every click costs more.
What our sites change
- No unnecessary JavaScript — the page arrives ready
- No database — pages are prepared in advance
- Modern images (AVIF, WebP) — much lighter than JPEG
- Compressed files — as tight as possible
- No external resources — everything comes from our servers
- PageSpeed — aiming for 100/100, 99 measured median
Google receives a fast, secure, mobile-friendly page with no tracking. Your Quality Score rises, your CPCs fall.
A worked example
A hypothesis, calculated on the WordStream grid: you target the keyword "Briançon restaurant", at €1.50 per click for an average Quality Score of 5.
| Slow site | Altilink site | |
|---|---|---|
| PageSpeed score | poor | 99/100 (measured median) |
| Quality Score (hypothesis) | 4/10 | 9/10 |
| Cost per click | €1.88 | €0.83 |
| €500/month budget | 266 clicks | 602 clicks |
| Over a year | — | +4,032 clicks |
Same budget, more than twice the visitors in this hypothesis: site speed multiplies what advertising brings in.
Beyond the price of a click: conversion
A fast site does not only cost less: it converts better. Published studies point the same way:
- +32% probability of bounce when display time goes from 1 to 3 seconds (Google / SOASTA, 2017)
- −7% conversions per extra second of delay (Aberdeen Group)
Our sites aim for 100/100 and score 99/100 at the median: every paid click is more likely to become a customer.
SoberCloud hosting, the last piece
Speed does not stop at the code. Our SoberCloud hosting in Briançon completes the equation:
- Nearby servers — in France, in Briançon
- Files compressed in advance — the server has nothing to compute
- Long caching — a returning visitor reloads nothing
- A fast secure connection — TLS 1.3