During this years Google announcement, the company said going forward it will test and eventually convert all Google Display Ads to accelerated mobile pages (AMP). According to preliminary testing that is going on right now, accelerated mobile page ads apparently load up to five seconds faster than traditional Google display ads.

There is as well a new beta feature available for Google search ads. While testing is still ongoing, Google does allow for AMP landing pages on mobile landing pages, configured at the ad level in Google AdWords. Accelerated mobile pages do load much faster and Google confirmed that according to initial studies that conversion rates improved.