Here are some points on why using heavy ads is a bad practice.

  1. They can slow down website performance. Heavy ads with a lot of data can cause web pages to load more slowly, which can be a frustrating experience for users.
  2. They can be intrusive. Ads that are too large or obnoxious can interrupt the browsing experience and turn users off from a website or brand. They may also be considered a form of spam or aggressive marketing, which can have a negative impact on a brand's reputation.
  3. They can consume a lot of bandwidth: Heavy ads can use a lot of bandwidth, which can be expensive for users who have limited data plans. This can also be a problem for people who have slower internet connections and may not be able to load heavy ads at all.
  4. They can lead to higher bounce rates. When users encounter heavy ads that take a long time to load or are too intrusive, they are more likely to leave a website without taking any action. This can hurt a website's bounce rate, which can negatively impact SEO and overall digital marketing efforts.
  5. They may not be any more effective at driving conversions or brand awareness than lighter ads that are less intrusive. In fact, heavy ads may turn off potential customers and cause them to seek out competitors with more streamlined and user-friendly websites.

And what is even more important, Google Chrome may block them by default, so your users will never see them. And that's what Google has to say about the criteria:

  • Uses the main thread for more than 60 seconds in total
  • Uses the main thread for more than 15 seconds in any 30 second window
  • Uses more than 4 megabytes of network bandwidth

You can follow this link to read more on Google's recommendations.