In Google Ads, Interaction to Next Paint (INP) is a key technical requirement used to evaluate your Landing Page Experience, which is a core component of your Quality Score.
While Google Ads doesn’t have a "policy" that will ban your ads for a high INP, it uses these metrics to determine how much you pay per click and where your ad appears. Post-March 2026, INP has become the primary metric for measuring page responsiveness, replacing the older First Input Delay (FID).
To maintain a "Good" landing page experience rating, your INP must meet the following benchmarks (measured at the 75th percentile of real user visits):
Status INP Score Impact on Google Ads
Good (Pass) ≤ 200ms Optimal Quality Score; lowest possible CPC.
Needs Improvement 200ms – 500ms Slight penalty; may see rising CPCs or lower Ad Rank.
Poor (Fail) > 500ms Significant penalty; lower Impression Share and high CPCs.
