For years, publishers have wrestled with the trade-off between maximizing ad revenue and delivering a smooth, valuable experience for readers. Too often, websites fall into the trap of prioritizing short-term earnings over long-term growth. Ads load slowly, shift page layouts, or promote irrelevant offers that make readers feel like they’re on a spammy click farm rather than a trusted resource.
I learned this lesson the hard way.
When I first began monetizing my site, I accepted just about any ad size and any advertiser that wanted space. The results were predictable: pages slowed down, visitors bounced, and the perception of my site didn’t reflect the brand I wanted to build. Over time, I shifted my approach and rebuilt my ad strategy around two guiding principles: only allow ad sizes that support performance, and only enable ad categories that support reputation.
The results have been remarkable.
Why Ad Sizes Matter for Core Web Vitals
Google’s Core Web Vitals (CWV) measure the real-world performance of a page and play a direct role in search rankings and user engagement. Incorrect ad formats can significantly impact these metrics, particularly Largest Contentful Paint (LCP) and especially Cumulative Layout Shift (CLS).
LCP measures how quickly the largest visible element on a page loads. Oversized or slow-loading ad units can delay this, signaling to users that the page is sluggish. CLS measures visual stability. When an ad suddenly pushes text or images down the screen, readers get frustrated, abandon the page, and are unlikely to return.
By restricting ads to specific sizes, units that load uniformly and don’t interrupt the flow of content, I’ve ensured my site consistently passes CWV. Instead of forcing readers to battle with bouncing layouts or delayed content, they can focus on what brought them to the site in the first place.
Why Ad Categories Matter for Perception
Equally crucial to technical performance is the perception that ads create. Readers judge a site not just by its design or writing, but also by the brands it aligns with. An irrelevant or low-quality ad can do more than distract—it can erode trust.
I chose only to allow categories of ads that match the impression I want to leave behind. That means no shady software downloads, no sensationalist clickbait, no industries that could cheapen the brand I’ve worked to build. Instead, ads align with topics that complement the site’s content and reinforce its credibility.
This approach narrows the advertiser pool, meaning that opportunities that might pay well in the short term are turned down. But over time, it has attracted a more loyal readership that trusts my site won’t subject them to scams or irrelevant noise.
The Counterintuitive Result: Higher Revenue
At first glance, this strategy appeared to be a guarantee of slashing my ad revenue. And in some respects, it did. By limiting ad sizes and categories, I restricted both the number of ads that could run and the competitiveness of the auctions in which they participated.
But here’s where the story flips: reader loyalty surged. By protecting performance and maintaining relevance, I saw direct views and pages per visit increase by a factor of three. While organic search used to be my most significant source of visitors, it is now direct views, as visitors appreciate the experience. Visitors stayed longer, explored more, and returned more frequently.
That engagement compounded. Even with lower revenue per ad unit, the overall increase in page views and sessions lifted my total revenue. It wasn’t just a minor bump either—the site became more profitable precisely because I refused to compromise on reader experience.
Lessons for Other Publishers
The biggest takeaway is that ad revenue is not a zero-sum game. Sacrificing your brand and user experience (UX) to squeeze in more ad impressions may give you a short-term boost, but it hinders long-term growth. Instead, focus on optimizing for perception and performance:
- Protect Core Web Vitals: Use fixed ad sizes that don’t shift content and load quickly. Passing CWV boosts SEO and keeps readers happy.
- Control Ad Categories: Only allow ads that reinforce the impression you want your site to leave behind. Readers notice when ads don’t align with your values.
- Think Long-Term: Although revenue per impression may decline, increased trust and engagement ultimately lead to higher overall revenue.
The Bottom Line
By carefully curating ad sizes and categories, I reduced short-term earnings per visit but built a stronger brand and better experience. That decision tripled engagement and ultimately grew my ad revenue. In the end, the choice wasn’t between monetization and reputation—it was about realizing that optimizing for readers is the best monetization strategy of all.
Related Martech Zone Content
