Our Webflow results
We wanted to know how Webflow pages hold up for paid traffic on a phone. We took 7 template preview sites from the Webflow template marketplace, including service business and lead generation designs. We checked the code to confirm each was built on Webflow, then ran it through Google PageSpeed Insights on mobile.
Here is what we found (ClickMend scans, October 2026, 7 pages):
| Measure | Median | Range |
|---|---|---|
| Performance score (0 to 100) | 60 | 38 to 75 |
| Largest Contentful Paint (LCP) | 6.0 seconds | 4.5 to 7.1 seconds |
| Total Blocking Time (TBT) | 116 ms | 26 to 718 ms |
| Cumulative Layout Shift (CLS) | 0 | 0 to 0.189 |
| Page weight | 1,718 KB | 784 to 18,549 KB |
| Requests | 44 | 23 to 48 |
Google's Lighthouse scoring calls 90 to 100 good, 50 to 89 needs improvement, and 0 to 49 poor. Five of 7 pages landed in the middle band and 2 were below 50. None reached 90.
LCP stayed in a fairly tight range, 4.5 to 7.1 seconds. Google still rates anything over 4 seconds as poor, so there is room to improve. Webflow pages also made the fewest requests, a median of 44.
One more pattern stood out. The pages were lean on code: a median 300 KB of script and 44 requests, both among the lowest in our test. When Webflow pages were heavy, it was because of media the template added, not the platform. The two lightest pages, at 784 KB and 1,044 KB, had no video at all.
Why care for Google Ads? Google's own Quality Score help page says the speed your page loads can be the difference between someone bouncing or buying. So a template that looks great on a desktop screen can still cost you on a phone. Our guide to the landing page part of Quality Score explains how speed fits in.
What slowed the pages
- Background video. Three of 7 pages played a background video. Those pages weighed 7,862 KB, 8,846 KB, and 18,549 KB. On a phone network, that is a lot of data for a page that needs one headline and a form.
- Files that block the first paint. Lighthouse flagged render-blocking files on all 7 pages, with estimated savings of 1.0 to 5.9 seconds. Webflow's main style sheet was on every list. Some templates added more.
- Extra script libraries. Six of 7 pages pulled extra code from public script libraries, on top of Webflow's own script. Lighthouse also flagged code that was not minified on 5 of 7, which usually comes from custom code added to a template.
- Big images. Lighthouse flagged image savings on 5 of 7 pages, from 25 to 687 KB.
- Images without set sizes. Flagged on 6 of 7. Two pages had layout shift of 0.14 and 0.189. Google rates 0.1 or less as good.
Fixes for Webflow pages
Most of what slowed these pages was added by the template, not forced by Webflow. That is good news, because you can remove it.
- Drop background video on the ad page, or at least on mobile. Use a still image instead.
- Keep interactions and scroll animations off the first screen. Let the headline and form show right away.
- Remove script libraries a template added that your page does not use, like slider, animation, or form helper code.
- Compress images and set a width and height on each one, so the page does not jump as they load.
- Limit fonts to one or two families and the weights you use.
- Check that your Google Ads tag and form still work after you remove code. Our guide on conversion tracking not working shows the quick check.
Then test the live page with a free ClickMend scan. It shows the score, Core Web Vitals, and the slow parts by name.
Limits of this test
- We tested 7 pages. A small sample, so the median can move.
- Webflow templates are made by many different designers. These were preview sites, not real ad pages.
- Lab data from one run per page on a simulated mid-tier phone. Scores move a little each run.
- None of the 7 previews had real-user data in Google's Chrome UX Report.
See all 8 builders side by side in the landing page builder speed test, or compare with Elementor and Unbounce.
Frequently asked questions
Is Webflow good for Google Ads landing pages?
It can be. In our small test, Webflow pages had the fewest files of any builder, a median 44 requests, and a median LCP of 6.0 seconds in the lab. Background video and extra script libraries were the big slowdowns, and both are choices you can change.
Why is my Webflow page so heavy?
In our test, page weight ranged from 784 KB to 18,549 KB. The three heaviest pages all loaded background video. Images on the rest ranged up to about 1.3 MB.
Does Webflow cause layout shift?
Mostly not in our test. Five of 7 pages had zero layout shift. Two had shifts of 0.14 and 0.189, which Google rates as needs improvement. Six of 7 had images without a set width and height.
How do I test my Webflow page?
Paste the final URL from your Google Ad into the free ClickMend scan. You get 2 scans a week, no card, a 0 to 100 score, and a tracking check.