Write ads that pass platform ad policies

The fastest way to stop rejections is to learn the reason behind the ones you've already had. Platforms rarely reject ads at random. A business that keeps getting flagged is usually making the same two or three mistakes in slightly different words.

Kite gathers your rejection history from wherever it lives. You can paste rejection emails into the conversation or upload screenshots and PDFs of the notices from Meta's Account Quality page or Google's policy manager. With your Meta Ads or Google Ads account connected, Kite also reads your ads directly, including the ones the platform rejected and the policy reason the platform recorded with each one.

Kite then sorts the rejections by cause. For a telehealth company, the pattern might look like this: eight rejected Meta ads, six of them for implying the reader has a medical condition and two for a before-and-after image, plus an account restriction that followed the sixth rejection. That tells you the problem isn't the product. It's two habits in the copy and creative, and both can be fixed.

Ad policies change often, so Kite reads the current version rather than relying on what was true last year. It researches the official policy pages for each platform you run, focused on the category you sell in, and notes the parts that apply to you.

For most businesses, that means a handful of rules matter far more than the rest:

• Meta's personal attributes rule. Meta doesn't allow ads that say or imply something about the reader's health, finances, religion, age, or other personal traits. "Struggling with your weight?" is rejected. "Meal plans built for busy weeks" makes the same offer without pointing at the reader.
• Unrealistic results. Both Meta and Google reject promises a product can't guarantee, such as losing a set amount of weight in a set time or earning a set income. Meta also restricts before-and-after images for health and appearance products.
• Restricted categories. Alcohol, gambling, healthcare, prescription drugs, financial services, and political ads all carry extra rules, and some need certification from the platform before they can run. On Meta, ads about credit and other financial products, employment, housing, and social issues must be declared as a special ad category, which limits how you can target them.
• Editorial and format rules. Google rejects copy with gimmicky capitalization like "FREE", repeated punctuation, or an exclamation mark in a headline. TikTok ad text can't carry links, mentions, or hashtags.

Kite also looks at what other advertisers in your category are running. Its built-in ad research can search Meta's Ad Library by keyword and show competitors' current ads on Meta, Google, and LinkedIn. An ad that has run for months has cleared review, so it shows how others in your category phrase the same kind of claim.

A rules list turns a policy document nobody rereads into specific instructions every ad is held to. Kite writes each rule in plain terms with the reason beside it, such as "Never address the reader as having low testosterone. Meta rejected six ads for this between March and May," or "Show results as a range customers reported, never as a promise."

For a regulated business, the most useful part of the list is a set of approved claims. Each claim sits next to the evidence behind it, such as a study, a customer survey, or a documented result, along with whether your legal or compliance reviewer has cleared it. Ads can then only say things that are on the list.

You review the list and change anything you disagree with. Once you agree, Kite saves it in your team's knowledge base with the limits your brand never crosses in copy, and it reviews every ad it writes against those limits. When you correct an ad later, such as cutting a phrase your reviewer won't accept, Kite records the correction as a proposed rule, and once confirmed, it guides every future batch.

Kite builds every line of ad copy from a source you can check, which is the most reliable protection against the "misleading claims" rejection. Its sources are the things your customers have actually said and the results you've actually measured: reviews, testimonials, survey answers, sales-call quotes, and your own ads that ran well.

Every line in the batch comes with its source beside it. A number appears only when a source states it, with the source's own qualifiers intact. If a customer said "I sleep better most nights," the ad doesn't round that up to "Sleep better every night." Your reviewer can trace any claim in a few seconds instead of taking it on trust.

Kite then writes the ad for the platform. It writes Google search ads, Facebook and Instagram ads, and ads for LinkedIn, TikTok, and X, and a checker counts every line against the platform's length limits, so ads aren't rejected or cut off for running long. Kite reviews each line against your rules list before the batch reaches you, and it can make the images and short videos too, following the same rules.

Google flags ad copy that misleads people, promises results it can't deliver, promotes restricted products without permission, or breaks its editorial standards. The most common triggers are:

• claims that can't be verified, such as "guaranteed results" or "number one" without a source
• prices, discounts, or offers that don't match the landing page
• healthcare, financial, or other restricted products advertised without the required certification or in countries where they aren't allowed
• other companies' trademarks used in ad text without permission
• gimmicky formatting, such as all capitals, repeated punctuation, or symbols used for attention
• a phone number written into the ad text instead of added as a call asset

Google's rules on misrepresentation and circumventing its systems are the ones that can suspend a whole account, sometimes without a warning first. Kite keeps those in the rules list for every Google Ads account and writes each responsive search ad so its headlines make no claim the landing page doesn't support.

Platforms review the page an ad links to, so a compliant ad can still be rejected because of the page behind it. A page that promises a cure the ad carefully avoided, uses before-and-after photos, or shows a different price from the ad can sink the whole campaign.

Kite reads the landing page the way the platform's reviewer would and checks it against the same rules list. It flags the lines, images, and offers that would cause trouble. On a website Kite hosts, it rewrites the page and publishes the change once you approve it. On a site that runs on a supported content system such as Webflow, it can make the change through your connection. Otherwise, it gives you the exact edits to make.

Your team submits the ads in Google Ads or Meta Ads Manager. Kite prepares the batch, and the person who controls the ad budget launches it, because a live ad spends your money in public under your company's name.

After the platforms review the batch, Kite reads the outcome through your connected accounts. If an ad was rejected, it reads the reason, works out which rule the ad broke or which rule was missing from the list, and writes a corrected version. If the rejection looks like a mistake on the platform's part, Kite can draft a request for review that explains why the ad meets the policy.

Every rejection and every fix goes into your team's knowledge base. Over time, the rules list becomes a record of exactly how each platform treats your business, and your rejection rate drops because the same problem can't slip through twice.

Related use cases

• Produce paid-ad creative: Get the full range of ad copy, images, and video for each platform you run.
• Research your competitors' advertising: See what others in your category are running and how long each ad has stayed live.