About Accelerated Mobile Pages (AMP)

Your landing page speed can make the difference between converting or losing a customer. Most mobile site visitors leave a page that takes more than 3 seconds to load. Yet most mobile sites miss that mark by an average of 19 seconds (Source). To set yourself apart from the competition, optimize your landing page experience with AMP.

To go ahead and get started, learn how to use AMP with Google Ads.


Faster landing pages typically lead to more conversions, and AMP allows you to create pages that load quickly without compromising creativity and brand expression. Combining speed and smoother loading, AMP landing pages often give people much better landing page experiences. Landing page experience is an important factor for your Quality Score and Ad Rank.

How it works

AMP loads quickly because it’s designed for speed. Browsers have an easier (and therefore faster) time interpreting AMP HTML, because it’s more streamlined and is specifically designed to help developers avoid common coding issues that lead to slow page loads.

Even better, AMP pages can be served directly from Google AMP Cache. Whenever possible, Google will choose to serve the cached copy of the landing page, which offers the fastest loading. When unable to serve from cache (due to feature incompatibility or other technical reasons), your AMP landing page will load from your web server. Although this is not as fast as serving from cache, it is still much faster than the average non-AMP landing page.

In the new Google Ads experience, you can apply the principles of AMP by creating AMPHTML ads. These ads allow you to deliver faster, lighter, and more secure ad experiences across all platforms. To support publisher monetization, AMP strives to integrate all ad formats, except those that result in poor user experience. You also have the ability to serve AMPHTML ads on both AMP and non-AMP pages. 

Building with AMP

An AMP landing page is built using standard web technologies, so it’s easy to create based on your existing development workflow. In fact, many developers are able to create AMP versions of their pages within a week. A simple and effective way to create compliant AMPHTML ads is using Google Web Designer.

Was this helpful?

How can we improve it?
Clear search
Close search
Google apps
Main menu