Google traffic for MVA and home improvement offers
This page is for search marketers who run Google Ads and want to send that traffic to Summit landers. You choose the keywords, write the ads and manage bids. Summit runs the lander, captures consent, routes each lead by ping/post and pays rev share on leads that sell.
Already generating leads on your own forms? Sell your leads instead.
What Google is good at for lead offers
Google search captures people who are already looking. Someone who types a question about a car accident lawyer or roof replacement in their city has told you what they want. That stated intent is the main strength of search for lead offers. Your keyword list does much of the qualifying that ad creative has to do on social platforms.
The trade-off is that volume is capped by how many people search, and the best searches are contested by many advertisers. Search rewards discipline more than creative range: tight keyword lists, strong negative keywords, and ads that match the search closely.
- High intent. The person asked for help before seeing your ad.
- Control through keywords. Match types and negatives decide which searches you pay for.
- Local by default. Location targeting lets you buy only the states you plan to run.
- Clear search terms data. The search terms report shows the exact queries that triggered your ads, so you can cut waste quickly.
How Google traffic works with Summit
Your ads send clicks through your Summit tracking link to the Summit lander for the offer. Each lead is attributed to your tracking link, and leads are reported by tracking link. Sub IDs let you split results by campaign, ad group or keyword.
Google checks that the domain shown in your ad matches where people land. Its destination requirements policy lists a display URL that does not match the final URL, and redirects from the final URL to a different domain, as reasons for disapproval. Ask during onboarding how your tracking link should sit in your Google Ads setup (final URL, tracking template or both) so the ad domain and the lander domain line up. Ask during onboarding which other tracking options apply to your account.
| Sub ID | Suggested value | What it tells you |
|---|---|---|
| Sub ID 1 | Campaign | Which offer and state group is selling |
| Sub ID 2 | Ad group | Which keyword theme brings sold leads |
| Sub ID 3 | Keyword or match type | Which terms to raise, lower or pause |
| Sub ID 4 | Device | Whether mobile and desktop leads sell differently |
Google Ads can fill some of these values into your URL automatically. The tracking links and sub IDs explained guide covers sub ID planning.
Setup steps
- 01
Get approved and get your links
Apply with Google listed as your source. Every publisher is reviewed before going live. You receive a tracking link for each offer you will run.
- 02
Build a keyword list per offer
Group keywords by offer and by theme, such as lawyer searches vs what-to-do searches for MVA, or repair vs replacement for roofing. See keyword research for lead gen offers.
- 03
Add negative keywords before launch
Block searches for jobs, free legal forms, DIY projects, supplies and anything that signals the person is not looking for a lawyer or a contractor. See match types and negative keywords.
- 04
Set location targeting
Target the states you plan to run, and set location options so ads show to people in those places rather than people only interested in them.
- 05
Write ads that match the search
Each ad group gets ads that repeat the searcher's need in plain words. Follow Google's editorial rules on punctuation, capitalization and spelling.
- 06
Review search terms and sold leads
Check the search terms report often in the first days. Add negatives for poor queries and compare sold leads by sub ID before you raise bids.
Which offers fit Google and how to approach them
Every Summit offer has search demand, but the searches look different. For MVA, people search for a lawyer, or for what to do after a crash. For home improvement, people search for a service near them, a price question or a specific product.
| Offer | Search pattern | How to approach it |
|---|---|---|
| Car accident | Lawyer and next-steps searches, often with a city | Start with lawyer-intent terms in a few states. Contested, so keep lists tight. |
| Truck accident | Fewer searches, often naming a semi or 18-wheeler | Separate campaign with its own keywords and negatives for trucking jobs. |
| Motorcycle accident | Rider-specific lawyer searches | Small, focused ad groups. Exclude insurance quote and gear searches. |
| Rideshare accident | Searches that name a rideshare company and a crash | Do not imply a partnership with any rideshare company in ad text. |
| Roofing | Repair, replacement and storm damage searches | Split repair and replacement. Watch for storm-driven spikes by state. |
| Bathroom remodeling | Remodel, tub-to-shower and walk-in shower searches | Exclude design ideas and DIY terms. |
| Window replacement | Replacement windows and installer searches | Exclude glass repair and single-pane fix searches if they do not fit. |
| Flooring | Installation searches by material | Ad groups by material. Exclude supply-only searches. |
| Siding and gutters | Installer and gutter guard searches | Separate siding and gutter ad groups. |
In both verticals, the exact qualifying criteria are confirmed with each publisher during onboarding. The step-by-step guides are MVA traffic on Google Ads and home improvement traffic on Google Ads.
Google Ads policy notes
Google reviews ads, keywords and destinations against the Google Ads policies. For lead offers in legal and home services, these pages come up most:
- [Misrepresentation](https://support.google.com/adspolicy/answer/6020955). Ads must not mislead people about who the advertiser is or what they will get. Do not present the ad as coming from a law firm, a contractor brand or a government program.
- [Destination requirements](https://support.google.com/adspolicy/answer/6368661). The landing page must work, be crawlable and match the domain in your ad.
- [Legal requirements](https://support.google.com/adspolicy/answer/6023676). Ads must follow the laws that apply where they show, which for MVA can include state rules on attorney advertising.
Follow our traffic guidelines as well as Google policy, and send us any creative question before you spend on it. The Google Ads policies for legal and home services traffic guide covers these rules in more depth, and attorney advertising rules for MVA traffic gives a general overview of state rules. This page is not legal advice.
Running Google Ads already? Tell us your offers, states and expected volume.
Apply as a publisherFrequently asked questions
Can I bid on keywords that name a law firm or contractor brand?
Avoid it. Using another company's name in ad text can lead to a trademark complaint under Google's trademarks policy, and it can suggest the ad comes from that company, which the misrepresentation policy covers.
Should I use search or other Google campaign types?
Search is the usual starting point because intent is clearest. If you test other campaign types, give each one its own sub ID so you can compare sold leads by campaign type.
Why do my Google leads submit but not sell?
Usually the keywords are pulling in the wrong searches. Check the search terms report against your sold leads by sub ID, then add negatives. See why leads get returned.
Can I run Google and Meta at the same time?
Yes. Keep each source on its own tracking link or sub ID so you can compare them. The Meta vs Google comparison explains how the two differ.
Related
All four approved sources compared side by side.
Facebook and Instagram campaigns for lead offers.
Organic search traffic from sites you own.
Build keyword lists that bring leads that sell.
Sold leads, unsold leads, returns and reporting.
Sources
- Google Ads policies, Google Advertising Policies Help
- Misrepresentation, Google Advertising Policies Help
- Destination requirements, Google Advertising Policies Help
- Legal requirements, Google Advertising Policies Help
- Trademarks, Google Advertising Policies Help
- Editorial, Google Advertising Policies Help
Send Google traffic to Summit landers
Every publisher is reviewed before going live. Email us your Google Ads setup, offers, target states and expected volume.
Apply as a publisherOr write to team@summitleads.ai. We reply by email.
Already generating leads on your own forms? Sell your leads instead.