We have this conversation at least once a week. A potential client asks about a Google Ads campaign. We look at their website and have to be honest: before you invest a single franc in advertising, invest in your website.
The logic is simple. Every advertising franc sends a visitor to your website. If that website loads slowly, is poorly structured and doesn't communicate a clear value proposition, you lose that visitor – and the advertising franc along with it. Every additional second of loading time reduces the conversion rate by an average of 7%. For a page that loads in 5 instead of 2 seconds, that means roughly 20% fewer enquiries – with the same ads budget.
The Right Order
First the basics: Loading time under 2.5 seconds (LCP). Clear value proposition within the first 3 seconds. Mobile-first design – 70%+ of your traffic comes from smartphones. Conversion-optimised landing pages with one CTA per page.
Then SEO and GEO: Build organic visibility that delivers long-term results without ongoing click costs.
Only then ads: When the foundation is solid and every click has a fair chance of converting.
We're not saying advertising is bad. We're saying: advertising on a bad website is the most expensive way to alienate potential customers. Invest in the right order – and your marketing budget will suddenly stretch much further.
Let's check together whether your website is ready for advertising investment – with a compact website performance check. Free and no obligation.
