Landing Pages with Poor Web Vitals, Microsoft Ads

Landing Pages with Poor Web Vitals for Microsoft Ads (Bing) stores. Tracked live in Vortex IQ Nerve Centre. How to read it, why it matters, and how to act on it.

Metrics type: Key Metrics • Category: Ad Platform

At a glance

Cross-platform table of Microsoft Advertising landing pages that combine poor Core Web Vitals with a weak conversion rate. Bing traffic skews more desktop than Google, but a slow page still hurts: a landing page with a poor Largest Contentful Paint loses conversions and drags down quality score the same way it does on Google. This card joins Microsoft landing-page performance against measured page-speed signals, so you can see which slow pages are both well-funded and under-converting, the ones worth fixing first.

What it lists	Microsoft Advertising landing pages whose page-speed signals are poor and whose conversion rate sits well below the account average.
How the join works	Each landing page receiving Microsoft paid traffic is matched to its measured web-vitals signals, then cross-checked against its paid conversion rate. Pages that are both slow and under-converting are surfaced.
Why it is cross-platform	Microsoft Advertising reports conversion rate per landing page but not page speed; the web-vitals signal comes from a separate measurement source. The join shows where slowness is costing paid conversions.
The web-vitals signal	Loading, interactivity, and visual-stability measures, with loading speed (Largest Contentful Paint) the most directly tied to paid bounce and conversion.
Why quality score is in play	Microsoft, like Google, factors landing-page experience into ad relevance and effective cost. A slow page can raise your effective CPC as well as lose conversions.
Conversion definition	UET-tracked primary conversions for paid Microsoft traffic on that page.
Unit	A count of flagged landing pages, each row carrying its speed and conversion-rate detail.
Time window	30-day rolling, which smooths day-to-day page-speed and conversion noise.
Alert trigger	Any landing page combining clearly poor loading speed with a conversion rate well under the account average.
Roles	owner, marketing, engineering

Calculation

Calculated automatically from your Microsoft Ads (Bing) landing-page data joined to measured web-vitals signals. See the At a glance summary above for what the metric tracks and the worked example below for a typical reading.

Worked example

A US DTC furniture brand drives Microsoft paid traffic to a mix of category and product pages. The card reads on 11 May 26, trailing 30 days.

Landing page	Loading speed (LCP)	Paid CR	Account-avg paid CR	30-day spend	Flagged?
/collections/sofas	~5.8s (poor)	0.6%	2.1%	£1,900	Yes
/products/oak-dining-table	~6.4s (poor)	0.4%	2.1%	£1,240	Yes
/collections/bedroom	~2.4s (good)	2.4%	2.1%	£1,650	No
/products/velvet-armchair	~3.0s (ok)	1.9%	2.1%	£880	No

The card flags two pages carrying £3,140 of monthly spend. Reading it:

1. The sofas collection is the priority. It is both the slowest and the best-funded flagged page, with a conversion rate less than a third of account average. Slow loading on a high-spend page is the most expensive combination, the leak this card is built to find.
2. The oak dining table page is worse on speed and conversion but lower on spend. Still worth fixing, just second in line behind the higher-budget sofas page.
3. The bedroom and armchair pages are correctly unflagged. They load acceptably and convert at or above average, so their spend is working.
4. Bing skews desktop, which can mask the problem. Desktop hides some of the pain a slow page causes on mobile, so a page that looks merely mediocre on Bing’s desktop-heavy traffic can be far worse on the mobile traffic the same page receives from other channels. Fix it for everyone, not just Bing.

The double cost is the point: a slow landing page loses conversions directly and raises your effective CPC through a weaker landing-page-experience signal. Fixing the sofas page should lift both its conversion rate and its quality score, recovering value on two fronts from one engineering change.

Sibling cards merchants should reference together

Card	Why pair it with Landing Pages with Poor Web Vitals
Microsoft Ads Landing Page Performance	The broad per-page view. This card is the slow-and-under-converting subset worth fixing first.
Microsoft Ads Landing Page Conv. Rate	Confirms how far below average each flagged page converts.
Microsoft Ads Quality Score Distribution	Landing-page experience feeds quality score; slow pages drag it down and raise effective CPC.
Microsoft Ads Landing Page CPC	Shows whether a poor landing-page signal is already inflating the CPC on these pages.
Microsoft Ads CTR by Campaign	Helps separate a click-side problem from a landing-side one when conversions are weak.
Shopify Total Revenue	The commerce truth side; faster landing pages should lift paid-attributed revenue here.

Reconciling against Microsoft Advertising

Where to look in Microsoft Advertising:

Microsoft Advertising → Reports → Performance → Landing page report, with Conversions and Conversion rate columns. Microsoft shows the conversion side but not page speed, so you cannot build this card from the Microsoft UI alone. The web-vitals half comes from a page-speed measurement source and is joined to the Microsoft landing-page data.

Why Microsoft cannot show this on its own:

• The Microsoft landing-page report has no page-speed or Core Web Vitals column.
• Landing-page experience does feed Microsoft’s ad relevance, but it is folded into quality score rather than exposed as a measurable speed metric you can sort by.

Why our number may legitimately differ from a manual check:

Reason	Direction of divergence
Field vs lab page-speed data. Real-user signals and synthetic lab tests can disagree.	A page may look worse or better than a one-off lab test
URL normalisation. Query strings and variants can split or merge page rows.	Per-page totals may differ from a raw URL list
Desktop skew on Bing. The card weighs the conversion side from Bing’s desktop-heavy traffic.	Mobile speed problems can be understated in the Bing-only view

Cross-connector reconciliation:

Card	Expected relationship	What causes legitimate divergence
google_ads.gads_landing_page_performance	The same slow pages usually under-convert on Google paid too, often more so on mobile-heavy Google traffic	Traffic mix differs by engine, so the conversion-rate gap can look different.
shopify.total_revenue	Fixing a flagged page should lift paid-attributed commerce revenue for that page	Price, stock, and seasonality can move page revenue independently of speed.

Known limitations / merchant FAQs

Bing traffic is mostly desktop, so does page speed really matter here? Yes. Desktop hides some of the pain, but a slow Largest Contentful Paint still loses conversions and still weakens your landing-page-experience signal, which feeds Microsoft’s quality score and effective CPC. The desktop skew means a page that looks only mediocre on Bing can be much worse on the mobile traffic it gets from other channels, so fixing it pays off everywhere.

Why combine speed with conversion rate instead of flagging on speed alone? Because a slow page that still converts well may not be worth disrupting, and a slow page with little spend is low priority. The pages that deserve engineering time are the ones that are slow, under-converting, and well-funded all at once. Joining the two signals targets the spend that slowness is actually costing you.

Is this lab data or real-user data? The web-vitals signal favours measured page experience over a single synthetic test, because real-user conditions are what actually affect your shoppers. That means a one-off lab test on a fast connection can disagree with the card; the card reflects the broader experience your paid visitors get.

How much CPC can a slow landing page really add? Enough to matter. Microsoft folds landing-page experience into ad relevance, so a consistently poor page can raise your effective cost per click as well as lower conversion. That is why this card is a double win: one speed fix can lift conversion rate and lower effective CPC together. Watch Quality Score Distribution and Landing Page CPC before and after.

The same page is flagged on Google but with a bigger gap. Why? Usually traffic mix. Google sends more mobile traffic, where a slow page hurts most, so the conversion-rate gap looks larger there. Bing’s desktop skew softens the measured gap on this card. The underlying page is the same, so a single fix improves both, and you should expect the Google improvement to be the larger of the two.

My flagged page already passes a speed test I ran. Should I ignore the card? Not on one test. Page speed varies by device, connection, and time of day, and the card reflects measured real-user experience over a month rather than a single run. Re-test on a mid-range device and a throttled connection, and check the conversion-rate gap; if the page genuinely loads well for most visitors and converts near average, it will fall off the card on its own.

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Tracked live in Vortex IQ Nerve Centre

Landing Pages with Poor Web Vitals is one of hundreds of KPI pulses Vortex IQ tracks across Microsoft Ads (Bing) and 70+ other ecommerce connectors. Nerve Centre runs the detection layer; Vortex Mind investigates the cause when something moves; Ask Viq lets you interrogate any number in plain English.

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