White Page (also called a Safe Page) is a special web page created to ensure that advertising campaigns comply with Google Ads policies. Its primary function is to pass Google’s moderation before the campaign goes live.
It’s important to understand that a “white page” often serves as an entry point for a redirect after a user clicks an ad. At this stage, its main goal is to reassure both the user and Google’s algorithms that the click leads to a relevant, safe, and useful web resource that matches the query and expectations. Only after this “verification” on the White Page is the person typically redirected to the main site or offer landing page.
The service Money Safe develops white pages that successfully pass moderation not only in Google, but also in other popular traffic sources, including Meta Ads, TikTok, Twitter, Bing, Taboola, and many more. This ensures stable ad campaign launches across platforms.
Requirements for a White Page
To pass moderation successfully, a White Page should meet the key criteria below.
Use of Popular CMS
Using widely adopted content management systems helps the page look natural among other websites.
Security (SSL Certificate)
Having a valid SSL certificate (HTTPS) is a mandatory Google requirement—not only for secure data transmission, but also as a signal of trust. A page without HTTPS will be rejected because browsers flag it as unsafe, which violates user protection policies.
Original Content
All text, images, and elements must be unique and created specifically for the page, providing users with accurate information.
Structured Data (Schema.org)
While not always required, using structured data (e.g., WebPage, Organization, ContactPoint) helps Google’s crawlers better understand the page’s content and context. This indirectly increases trust and can lead to smoother moderation.
Clear Structure
Logical organization with headings and paragraphs is essential for readability and navigation.
No Prohibited Content
The page must not include materials that violate Google policies (banned products, malware, deceptive offers, false claims).
Mobile Optimization
Responsive design that renders correctly on all devices is mandatory in 2025.
Fast Loading
Page speed directly influences moderation decisions. Use tools like Google PageSpeed Insights to test and optimize performance.
Legal Compliance
All required legal documents must be present.
Regional Specifics
Legal requirements may vary significantly depending on the campaign’s GEO.
Common Mistakes When Building a White Page
Frequent issues that lead to moderation problems include:
- Non-original or duplicate content. Copying articles, videos, or images from other sites is treated as a violation and manipulation.
- Too little or too much content. Pages with only a couple of sentences—or an overwhelming, unstructured “wall of text”—raise suspicion. Content should be sufficient to explain the offer/service (typically 300–800 words) while remaining clear and readable. Avoid SEO over-optimization (unnatural keyword stuffing).
- Poor structure and navigation. Difficulty finding information or missing essentials (contacts, policies) hurts user experience and trust.
- Violating Google rules. Hosting prohibited content or making exaggerated, unsubstantiated claims guarantees rejection.
- Hidden content or elements. Any attempt to conceal information from moderators (e.g., text in the background color, elements with
display: nonewithout a valid reason, redirects that trigger only for bots) is a severe policy violation and leads to immediate blocking. Transparency is key. - Privacy violations. Lack of a clear, simple privacy policy or collecting user data without explicit consent is a serious violation and risks blocking.
- Using temporary or junk domains/hosting. Building a White Page on brand-new, insignificant domains (especially in cheap zones) or on overloaded, slow hosting raises red flags. Prefer reputable second-level domains and quality hosting to improve speed and trust.
Every webmaster should study these mistakes, because successful traffic arbitrage is impossible without a proper White Page. The Money Safe team has already accounted for these pitfalls and provides ready-made White Pages that can be used immediately to launch campaigns across any traffic source.
Conclusion
Creating a White Page requires a solid understanding of Google Ads requirements. The page should combine original, relevant content, technical excellence (responsiveness, speed), and full policy compliance. Avoiding deceptive practices and structural or legal mistakes is critical.
A successful White Page builds trust with both users and Google’s algorithms, ensuring stable campaign launches.
A properly made White Page is not just a formality for moderation—it’s the foundation of trust. It forms the user’s first impression of your brand after the ad click. A page that not only passes moderation but also delivers clear, useful information in a convenient format increases the likelihood of desired actions later in the funnel and reduces lead cost. Investing in proper White Page creation minimizes risks and improves advertising ROI.