White page for cloaking: what ad reviewers check, a checklist and where to get one

A white page is the landing page that a cloaker shows to ad reviewers, crawlers and anyone the filter does not recognize as a buyer. Other names for it are safe page and, in older forums, the "white" as opposed to the "black" or money page. The filter decides who sees which page; the white page decides whether the ad gets approved. A weak white page fails review with or without a cloaker, so this is where most rejections actually come from.

This guide covers what the networks check on a destination page, a checklist that works across Meta, Google and TikTok, the ways to get a white page, and the tests to run before launch. How the filter itself is configured is covered in the Facebook and Google Ads guides.

What ad networks check on a destination page

The three big networks publish destination requirements, and they overlap more than they differ.

Two themes are common to all three. Relevance: the page has to be about what the ad is about. Substance: a page with two paragraphs of filler and a form is a bridge page in Google's terms and "insufficient content" in everyone's terms. The white page has to look like a business that exists.

White page checklist

1. Same topic as the creative. A skincare ad leads to a skincare page. The vertical, the product type and the promise match.
2. A real structure. Home, about, contact, privacy policy, terms. Three to five pages, not one.
3. Original text. At least a few hundred words per page written for this page. Copied text is found by the same tools that find duplicate content.
4. Contact details. An email that receives mail, a phone or a contact form, a physical address if the vertical expects one.
5. Privacy policy and terms. Real documents, not lorem ipsum, and linked from every page.
6. Working links and forms. No 404s, no buttons that lead nowhere. Reviewers click.
7. Mobile version. Google checks mobile separately with AdsBot-Google-Mobile; TikTok reviewers are on phones.
8. Speed. The page loads in under three seconds on a mobile connection. Heavy images and third-party scripts are the usual reason it does not.
9. The pixel and tags. The same Meta pixel, Google tag or TikTok pixel that the ad account uses. A reviewer sees a page without tracking as a mismatch.
10. No offer leaks. No links to the offer, no mention of the real product, no leftover tracker parameters in the HTML.
11. No prohibited claims. Health claims, guaranteed earnings and before-and-after images fail review on their own, independently of cloaking.
12. Consistent branding. The domain name, the logo and the business name on the page agree with each other and with the ad's display URL.

Where to get a white page

Build it yourself

A static site or a WordPress theme with five pages of original text costs a few hours and gives you the only white page nobody else has. This is the option for campaigns that matter. The WordPress guide (in Russian) covers using a WordPress site itself as the white page.

Buy a template

Marketplaces sell white page templates by vertical. They are fast and cheap, and the same template is sold to hundreds of buyers. Reviewers and network tooling see the same page behind unrelated ads. Rewrite the text and change the structure before using one.

White page generators and AI generators

Generators produce a page from a few inputs, and AI generators produce the text as well. They solve the speed problem and create the substance problem: the output is thin, generic and recognizable, which is exactly what "insufficient original content" describes. They are acceptable as a starting point that you then edit into something specific, and not acceptable as the final page for a campaign with real budget.

Copy an existing business site

Tempting and dangerous. A copied site is a trademark and impersonation issue, the owner can report it, and the networks treat impersonation as a separate violation. Do not.

Domain and hosting

The white page lives on the entry domain, the one in the ad. The filter serves it from the same server: in KLO the white is set as a local file and delivered with the Include method, so the reviewer's browser sees a normal page on a normal domain with no redirect in between. The offer can be anywhere; the white cannot.

Practical rules for the domain: HTTPS with a valid certificate, a domain that has been registered for more than a few days, no history of bans on the same domain, and DNS that does not point to the offer's server. Put the pixel on both the white and the offer so that the account's tracking looks the same from either side.

Testing the white page before launch

• Open it the way a reviewer would. From a desktop, through a VPN, from an office network. Every one of these should show the white page.
• Meta Sharing Debugger. Paste the entry URL. The debugger fetches it with facebookexternalhit and shows the title, description and image it received. They must belong to the white page.
• Search Console, Test live URL. The URL Inspection tool fetches the page with a Google crawler and shows the rendered HTML and a screenshot. This is the official view of what Google gets.
• curl with a crawler user agent. A request with the AdsBot or facebookexternalhit string from a server IP must return the white page HTML.
• A real click. From a phone on mobile data, through the ad's link with the click ID: the offer must open. If it does not, the filter rules are too strict, not the white page.