Google is launching a beta for search advertisers which will serve AMP enabled landings pages on mobile directly from search ads. When a user clicks a mobile ad this will take them straight to an AMP landing page that loads much faster that standard landing pages. Users with Adwords accounts will be able to choose an AMP enabled landing page at this level. This has show to increase conversion rates.
AMP ads can load five seconds faster than standard ads. The Google Display Network will automatically convert ads to AMP.