Guides for lead gen affiliates and media buyers
Every publisher guide in one place, grouped by topic. Each guide gives steps you can follow for MVA and home improvement traffic sent to Summit landers.
Already generating leads on your own forms? Sell your leads instead.
Where to start
| Your situation | Start with |
|---|---|
| New to lead gen | What is a lead gen affiliate, then how to plan a first test campaign |
| Experienced on Meta | How to run MVA traffic on Meta or home improvement on Meta |
| Experienced on Google | How to run MVA traffic on Google Ads or home improvement on Google Ads |
| Own ranked sites | How to monetize an existing site or rank-and-rent |
| Seeing returns | Why leads get returned and reading your publisher reports |
| Choosing a payout model | Rev share vs CPL and rev share vs CPL vs hybrid payouts |
The guides are general information about running lead gen traffic. Compliance guides explain the law in general terms and link the official source. They are not legal advice. How we research and check guides is set out in our editorial standards.
Getting started as a lead gen affiliate
What the work involves, how pay-per-lead programs pay, and how to plan your first campaign.
What lead gen affiliates do, how they are paid and what the job takes day to day.
The path from click to sold lead, and who does what at each step.
The steps to start running motor vehicle accident traffic.
The steps to start running roofing, bath, window, flooring and siding traffic.
Why each lead can sell for a different price, and what that means for rev share.
How to set up and name sub IDs so every sold lead traces back to an ad.
The questions to answer before you put budget behind an offer.
Scope, structure and stop rules for a first test that gives a clear answer.
Sending traffic to hosted landers compared with selling leads from your own forms.
How the two verticals differ for audience, sources, compliance and testing.
Meta
Facebook and Instagram campaigns pointed at Summit landers.
Account setup, structure, copy, review and reading results for accident offers.
Campaign setup and testing for homeowner offers on Facebook and Instagram.
Formats, hooks and copy for MVA ads that stay within policy.
Images, video and copy that bring in homeowners with a real project.
Broad and narrow audiences, location settings and how to test them.
The Meta policies that cause most rejections for lead offers.
URL parameters and sub IDs that tie Meta ads to sold leads.
Search campaigns that capture people already looking for help.
Search campaign setup for accident offers, from keywords to first results.
Search campaign setup for roofing, bath, window, flooring and siding offers.
How to build and sort a keyword list by intent before you launch.
The Google Ads policies that apply to accident and home services ads.
How to control which searches trigger your ads.
Native
Native ad networks, advertorials and pre-landers.
Campaign setup, placements and testing on native ad networks.
How to write a pre-lander that informs the reader and stays honest.
Headlines, images and pre-landers for MVA offers on native.
Headlines, images and pre-landers for homeowner offers on native.
SEO and sites
Rank-and-rent sites, local sites and sites you already own.
How to send traffic from a ranked site that has no tenant.
Site structure, pages and content for a local home services site.
How to add lead offers to a site that already has traffic.
Content and technical SEO for accident and injury information sites.
How answer engines find and cite pages, and what to check on your site.
What Google's guidelines say and what to do instead.
Compliance
Consent, attorney advertising and ad claims. General information, not legal advice.
What the TCPA covers and what it means for the traffic you send.
Why consent language on the lander stays as it is, and what you control instead.
A general overview of attorney advertising rules, with official sources.
The claims that get MVA ads rejected or leads returned.
The claims that get home improvement ads rejected or leads returned.
The signals networks check and how to keep your traffic clean.
Lead quality and optimization
Returns, sold rate, testing, targeting and scaling.
The common return reasons and how to prevent them at the ad level.
Changes to targeting, copy and states that raise the share of leads that sell.
Test structure, what to change and how to judge results on sold leads.
How to choose, split and compare states.
How to find time-of-day patterns in your own results and act on them.
How to add budget, states and ads without losing what worked.
Sold, unsold and returned leads by tracking link and sub ID.
Comparisons
Side-by-side comparisons of sources and payout models.
Intent, volume, policy and testing compared for lead offers.
How the two sources differ in audience, creative and setup.
The three payout models and how each one treats sold, unsold and returned leads.
Frequently asked questions
Who are these guides for?
Media buyers and site owners who run, or plan to run, MVA or home improvement traffic. Most guides assume you send traffic to Summit landers through a tracking link, but the steps apply to lead gen traffic in general.
Where should a new publisher start?
Read what is a lead gen affiliate, then how to plan a first test campaign, then the guide for the traffic source you know best.
Do the guides include payout figures or costs?
No. Summit does not publish rev share percentages, payout figures or cost benchmarks. Payouts are rev share on sold leads, and terms are agreed during onboarding. See how payouts work.
Are the compliance guides legal advice?
No. They explain rules in general terms and link the official sources. Check the rules that apply to you with a lawyer.
Which traffic sources do the guides cover?
Meta, Google, native ad networks, and SEO and rank-and-rent sites: the four sources approved for the program. See traffic sources.
How do I start sending traffic?
Apply as a publisher by email. Every publisher is reviewed before going live. See apply as a publisher.
Related
How the program works, verticals, sources and payouts.
Meta, Google, native and SEO compared.
Approved sources, creative rules and consent rules.
Answers on verticals, payouts, returns and applying.
Guides on ping/post, lead distribution and lead quality.
Consent, records and state rules.
Run the traffic. We handle the rest.
Every publisher is reviewed before going live. Email us your verticals, traffic sources, 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.