FYI. Nothing new just an interesting observation. 2 exactly the same ads with different landing pages. On 2 seperate AdWords accounts. The same bids (£0.25). Page x from ad 1 is established and #1 in the UK search for the KW used in the ad. Page y from ad 2 is not even spidered yet and brand new. Same KW and match type etc. Ad 1 of established page x ranks #3. Ad 2 of new page y ranks #22. Conclusion: As we knew landing page relevance is a major part of the ad ranking algo. The new page isn't even crawled yet so Google doesn't have a clue whether its porn, about cars or about the pope. So all it can go by is the max bid. What did surprise me was the huge difference. 18 spots between them.