A redesign removes a campaign page. To avoid a 404, someone redirects its URL to the homepage. The ad keeps running. Now a person who clicked for a specific offer lands on a broad introduction and has to search again. The redirect technically works, but the original task may be lost.
Google Ads' landing-page test describes URL mismatch and redirect results. Its destination mismatch policy sets rules for domains and destinations. Passing a technical test does not mean the homepage is a suitable commercial replacement for a specific ad.
Trace each active campaign destination
Export the final URLs and tracking templates for active ads and sitelinks. Visit each as a new customer would, including the query parameters. Record the starting URL, any redirect, final URL, and the offer the page shows. Keep the ad copy beside the result. Mark destinations that change domain, lose parameters, or land on a page that no longer explains the promised service or product.
The right remedy depends on the offer. If an equivalent page exists, redirect to that page and update the ad's final URL. If the offer has changed, edit or pause the ad. If the campaign is over, retire it rather than preserving a misleading path indefinitely. For a new page, make sure its copy matches the actual terms and audience before relaunch.
Distinguish a redirect from a replacement strategy
Redirects serve several jobs, including preserving old links during a site migration. The most useful replacement is the closest truthful destination, not automatically the homepage. If a service was discontinued, a page explaining the change and available alternatives may serve visitors better than a silent jump. Ask an SEO and ad specialist to review high-value URLs and platform requirements when the migration is substantial.
Do not change redirects one by one without a map of existing search and paid traffic. A URL may be used in ads, email, referrals, and bookmarks. Record the intended replacement and the reason for it, then test again after deployment. A browser test and the ad platform's destination test catch different problems.
Give the launch team a concrete acceptance test
Save a snapshot of the old page's promise before it is removed. That gives the team something specific to compare with a proposed replacement. Without it, “relevant redirect” can become a subjective judgment after the campaign owner has forgotten the original offer or target audience.
Before a redesigned site goes live, require a list of paid destinations and a decision for each: retain, replace with a relevant page, or retire the campaign. After launch, click a sample of live ads where appropriate and test the final URLs directly. Confirm the buyer can still reach the offer and contact or purchase action described in the ad.
ARCHV can scope the relevant landing page and agreed link checks. Redirect mapping, ad account updates, and migration analysis require a separate project brief. Include the old campaign URL, current redirect destination, and ad promise in the website estimate to identify the right work.