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Do you use contrast checkers for landing pages, and has it actually moved the needle on conversions?
Posted by on March 5, 2026 at 2:08 pmCurious what other PPC managers, freelancers and agencies do here, because I feel like this is one of those things that's either completely overlooked or you get some vague answers.
Background: I'm building a Google Ads landing page for a local service client (small budget, single ad group, tight funnel). Their brand uses a standard bright orange CTA on a white background. It looks fine to the eye, but when I ran it through a contrast checker it came in at around 2.6:1. WCAG AA minimum for normal text is 4.5:1, and even for large text / UI components it's 3:1. So it technically fails.
I darkened the orange slightly to get it to around 4.6:1 and it already looks noticeably different. Still orange, but deeper.
Questions I'm actually trying to answer:
1) Do you run contrast checks on landing pages before launching a campaign?
2) What's your personal minimum ratio? Do you strictly follow WCAG AA (4.5:1), shoot for AAA (7:1), or do you have your own threshold?
3) Has anyone actually A/B tested a failing vs passing contrast ratio on a CTA button or headline and seen a measurable difference in CVR? Even directional data would be interesting.
4) Does it matter more on mobile than desktop in your experience? I'd assume contrast issues are worse on cheaper phone screens in sunlight, but I haven't tested it.
I know Google doesn't explicitly penalise low-contrast pages in Ads (that I'm aware of), but I'm wondering if there's a Quality Score / landing page experience angle I'm missing, or if this is purely a UX/conversion concern.
Would love to hear from people who've actually dug into this. I'm not looking for the "just follow WCAG" textbook answer, more curious about what people with experience actually do in the real world
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