What Google evaluates Ad Relevance

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Historical CTR for your keyword and ad: How often have users clicked your ad when it appeared for that specific keyword in the past?
Ad's performance in your account: How well does this particular ad generally perform?
Ad's performance on the Google Ads network: How do similar ads from other advertisers perform?
Factors independent of ad position: Google tries physician database to isolate the inherent appeal of your ad and its relevance to the keyword, removing the bias that simply being in a high position might give.
Why it matters: A higher expected CTR tells Google that your ad is highly relevant to the user's search query, making it a good candidate to be shown.

Ad relevance assesses how closely your ad copy (headlines, descriptions) matches the intent behind a user's search query. It's about ensuring that what your ad promises is precisely what the user was looking for.

What Google evaluates:

Keyword-to-ad copy match: Does your keyword appear in your ad copy? Are the themes of your keywords and ads closely aligned?
Ad group structure: Are your ad groups tightly themed, containing keywords that are very similar and can be addressed by highly specific ad copy? Broad, generic ad groups often lead to low ad relevance.
Use of negative keywords: Are you actively excluding irrelevant search terms to ensure your ads only show for genuinely relevant queries?
Grammar and spelling: Professional and error-free ad copy signals quality.
Why it matters: Highly relevant ads provide a better user experience. If a user searches for "red running shoes" and sees an ad for "stylish women's footwear," the ad lacks relevance, leading to a poor experience.

Landing Page Experience
This component evaluates how relevant, useful, transparent, and easy-to-navigate your landing page is for people who click on your ad. It's about fulfilling the promise made in your ad copy once the user arrives at your site.