<b>Lazy-loading ads can cost 5-12% RPM if you trigger too late.</b>

<b>Lazy-loading ads can cost 5-12% RPM if you trigger too late.</b>

Lazy-load delays the ad request until the slot nears the viewport — great for speed, but if margin is too aggressive the impression never registers before the user scrolls past.

illustrative trigger-margin test:
— Eager (no lazy) RPM 100 / LCP slow
— 0px margin RPM 88 ▮▮▮▮ (misses fast scrollers)
— 200px margin RPM 96 ▮▮▮▮▮
— 400px margin RPM 99 ▮▮▮▮▮ / speed still fine

The sweet spot loads the ad ~300-400px before it enters view.

So what: lazy-load with a generous root margin, not a zero one. ▲ recover 11% RPM vs over-eager lazy.