Keep old campaign links useful after an offer ends

What this means for your practice

Define an expiry owner and a useful post-campaign destination before launch. Preserve context for returning visitors instead of leaving an unexplained dead end.

What to discuss with your agency

Ask the agency to open a saved campaign link after its sample expiry date. Is the change clear, and is the next step still useful? Assign an owner for adverts, internal links and the destination together. Expiry should be an ordinary part of launch planning, not an emergency correction later.

Put the brief into practice

Set the campaign's end condition while preparing its launch. That may be a date or a verified availability decision, and it needs an owner who can act across adverts, the landing page and related links. Prepare accurate replacement wording in advance so ending the campaign does not require a rushed improvisation. Consider people who return from an old email or saved bookmark. They need context about the change and a relevant current option, not an unexplained error or a redirect that seems unrelated to what they were promised.

Ask the agency to test the old route after expiry and inspect any form or button that remains. If general enquiries are still accepted, make that difference clear without implying the expired offer continues. Keep a record of active campaign destinations so retirement work includes less visible copies. Review expired pages periodically, particularly where an older campaign can still attract visits through shared links or search.

How to check the result

Count expired campaign pages still presenting unavailable offers during scheduled reviews.