Speed is a conversion setting

Google's own research on mobile sites found that the probability of a visitor leaving rises sharply as load time climbs from one second to three, and again from three to five. Independent studies of e-commerce sites put conversion at its highest for pages that load in about a second and falling with each second after. The exact figures vary by study; the direction never does.

Page builders, themes, plugins and tracking scripts, each adding weight nobody asked for. A site assembled from parts carries the cost of every part on every page. The fix is not optimization; it is building the site to be fast in the first place.

Static output where the page is a file, not a program. No JavaScript the page does not need. Images sized for where they appear. Fonts self-hosted and preloaded. Analytics loaded after the page is interactive. Deployed to a global network so the file is close to the visitor. Built this way, a marketing site loads in under a second on a phone and scores in the nineties without effort. Extreme Tint's site scored 97.

Run PageSpeed Insights on the home page and on the page the ads land on, on mobile. Read the Core Web Vitals, not the score. If the largest content paint is over two and a half seconds, the site is costing leads, and the fix is a rebuild, not a plugin.