AMPs help Monetti cut page load time by 84%, grow Google Ads conversions by 19%

This SEO case study documents a successful optimization initiative, providing actionable insights for practitioners. The documented approach demonstrates how strategic SEO implementation drives measurable results.

Initial Situation

Understanding the starting point is essential context for evaluating any case study. This documentation covers the initial challenges, competitive position, and business objectives that shaped the SEO strategy.

Strategy and Approach

The strategic approach combined multiple SEO disciplines to address identified opportunities. Key decisions around prioritization and resource allocation provide a template for similar initiatives.

Implementation

Moving from strategy to execution required specific technical implementations, content development, and process changes. This case study documents the practical steps that translated strategy into action.

Results and Learnings

The outcomes demonstrate effectiveness through measurable improvements in rankings, traffic, and business metrics. Analysis of successes and challenges provides learning value for practitioners.

Case studies like this contribute to the SEO knowledge base, helping practitioners learn from documented real-world experiences.

Source: https://www.thinkwithgoogle.com/intl/en-154/marketing-strategies/app-and-mobile/amps-help-monetti-cut-page-load-time-grow-adwords-conversions/

Practitioner Notes: What Actually Drove the Result

The headline numbers in this case come from the source: Monetti built AMP landing pages, cut mobile page load time by 84 percent, and grew Google Ads conversions by 19 percent. Those figures show how much a bloated mobile page had been costing the business before the rebuild. When a page loads that much faster, fewer visitors abandon it during the wait, and more of the paid clicks you already bought turn into conversions.

The nuance worth stating plainly is that the win was really about speed and page discipline, not about AMP as a format in itself. AMP delivered its speed by constraining the HTML, requiring asynchronous scripts, and serving pages from a fast cache. Those constraints forced a lean page. You can reproduce the same outcome today on a standard responsive page by being equally disciplined about payload, render blocking scripts, and delivery, without maintaining a separate AMP version. Because the lift landed on paid traffic, the takeaway applies to landing page work generally, not only to organic SEO.

It is also a reminder that speed and mobile usability are related but distinct. Monetti's story is about load time, while the earlier mobile friendly shift was about usability on a small screen. Both point the same direction. For the usability side of that story, see the Mobilegeddon case study, and for how speed interacts with crawling and indexing, browse our crawling and indexing case studies.

What's Changed Since

AMP has been substantially deprioritized. In 2021 Google removed the AMP requirement for the Top Stories carousel and dropped the AMP badge from search results, so publishers no longer need a parallel AMP format to qualify for those features. Page Experience judges any sufficiently fast page on its own merits, which removed the main incentive that had pushed sites toward AMP.

As a result many publishers have retired their AMP pages, because maintaining a second format is expensive and modern frameworks combined with a good CDN reach comparable speed on the canonical page. The measurement focus has shifted to Core Web Vitals: Largest Contentful Paint, Cumulative Layout Shift, and Interaction to Next Paint, which replaced First Input Delay in March 2024. The practical advice today is to optimize your primary responsive page to hit those thresholds rather than build and maintain a separate AMP page.

AMP in 2016 versus the Fast Page Playbook in 2026

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