Publisher Guide: Lead Quality

Geo-targeting by state for lead offers

This guide shows you how to decide which states to run for a lead offer, how to group them into ad sets you can compare, how to set location targeting so ads only reach people in those states, and how to read results by state group. By the end you will have a state plan for your first campaign and a method for adding states as you learn.

Published 5 October 2026. How we write and check guides: editorial standards.

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Why state matters for lead offers

Summit covers all U.S. states in both verticals, but a lead from one state is not the same as a lead from another. Each lead is offered to buyers by ping/post, and buyers usually set the states they want. Where many buyers want leads, more of your leads sell and bids are stronger. Where few buyers want leads at that moment, more go unsold. Since you are paid rev share on sold leads and unsold leads are not paid, state choice shows up directly in your payout. See how payouts work.

State also affects the rules around the ad and the follow-up. Attorney advertising is regulated state by state, which matters for MVA copy (see attorney advertising rules for MVA traffic). Several states have their own telemarketing and calling rules on top of federal ones. Our state laws overview explains the main ones in general terms. This is not legal advice.

Step 1: Pick your first states

Start narrow. A small set of states lets each state collect enough leads to show a result, where a national campaign spreads the same budget too thin to read. Use these inputs to pick:

States where your traffic source already performs for you, from past campaigns in any vertical.
States where your audience is large enough to deliver at the budget you plan.
States you can write accurate copy for, for example knowing the weather events that drive roofing or siding work there.
States you understand the rules for, or have read up on through our state laws overview.
Any guidance on state demand you get during onboarding.

The exact qualifying criteria for each offer, including location, are confirmed with each publisher during onboarding. Ask then which states to start with for the offers you plan to run.

Step 2: Group states into ad sets

Group states you expect to behave alike, and give each group its own ad set, ad group or campaign. That way you can compare groups directly and move budget between them.

Ways to group states for a lead offer test
Grouping	When it fits	Watch out for
By region	Home improvement offers driven by weather and climate, such as roofing, siding and gutters	One large state can take most of the delivery in the group
By time zone	Campaigns where you plan to test time of day later	Mixes states with very different buyer demand
By past performance	You already have state results from other campaigns	Old results may not hold for a new offer
One state per ad set	Large states with enough audience to deliver alone	Too many ad sets split budget and slow learning

A practical first structure is two or three groups of a few states each, plus one large state on its own if you have the budget. Keep the ads the same across groups so the only difference is location.

Step 3: Set location targeting correctly

Loose location settings are a common cause of leads from outside your chosen states. Those leads tend to go unsold or come back as returns.

Google Ads: target the states by name, and check the location options. Google's help page on targeting geographic locations explains the "Presence" and "Presence or Interest" options. Google suggests "Presence" when you only want to reach people in your targeted locations, not people elsewhere who are interested in them. For lead offers that depend on where the person lives, that is usually the setting to use.
Meta: add the states as locations, and check who the location setting includes. Review the setting on every new ad set, because copied ad sets keep the old locations.
Native ad networks: set state targeting where the network offers it, and pass the state group into a sub ID so you can confirm where leads come from.
SEO sites: your location comes from the content. Write separate pages for the states or cities you want, and link each to the matching offer through your tracking link.

Make copy fit the state

Once ads are split by state group, you can write copy that reads as local without making claims you cannot support. A reader who sees their state named is more likely to believe the ad is meant for them, and less likely to be someone from elsewhere.

Name the state or region in the headline where the platform allows it, for example "Hurt in a car accident in Texas?" Check the platform policy on personal attributes before you add anything about the reader.
Use local triggers for home improvement. Hail and wind season, coastal storms, hard freezes and old housing stock all differ by region. Mention the trigger that applies, and only where it applies.
Do not imply a local office or local lawyer. Unless you know it is true, avoid words like "near you" that suggest a specific provider in the reader's town.
Keep claims the same everywhere. Local wording should change the setting, not the promise. Settlement amounts, prices and timelines stay out of every version.

Send each state group to the offer and lander that fit it through your tracking link. If you run your own pre-lander, keep it consistent with the state in the ad. See hosted landers vs your own landers.

Step 4: Track by state group

Leads are reported by tracking link, so add the state group to a sub ID on every ad. A short code works, for example "tx-ok" or "southeast-1". Keep a sheet that maps each code to its states.

Then compare groups on leads, sold leads, unsold leads and returns. A group with many leads but few sold points to low buyer demand there or to ads reaching the wrong people. A group with few leads that mostly sell is worth more budget. See reading your publisher reports for how to set up the comparison.

Know which states your traffic reaches best? Apply with your sources and states.

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Step 5: Expand or cut states

01
Move budget to the strongest group
Shift budget in steps from weaker groups to stronger ones. Large jumps can upset delivery on the ad platform.
02
Split a strong group
If one group does well, break it into smaller groups to see whether one state is carrying it.
03
Add a new test group
Pick a few states that look like your strongest group, and test them as a new ad set with the same ads.
04
Pause weak groups, then recheck
Buyer demand changes over time. Retest paused states on a small budget from time to time.

Calling hours and the time zone of the lead

State also sets the lead's time zone. Federal rules in 47 CFR 64.1200 restrict telephone solicitation calls before 8 a.m. or after 9 p.m., local time at the called party's location, and some states add their own limits. This affects how and when the person behind a lead can be contacted. If you later test time of day, plan it by the time zone of each state group. The day-parting guide covers how.

Common mistakes

Running all states in one ad set. The platform sends delivery to the lowest-cost states, which may not be the ones where leads sell.
Including people who are only interested in a location. This brings in people who live elsewhere.
No state code in the sub ID. You cannot see which states sell.
Writing one ad for every state. Weather, local terms and the rules for attorney advertising differ. Local accuracy helps.
Treating a paused state as closed for good. Demand changes. Retest on a small budget.

Frequently asked questions

Which states does Summit cover?

Summit covers all U.S. states in both MVA and home improvement. Which states to start with for your offers is discussed during onboarding.

How many states should I start with?

A small number, grouped into a few ad sets, so each group collects enough leads to compare. Add states once you know which groups sell.

Why do leads from some states go unsold?

Buyer demand differs by state and changes over time. When few buyers want leads from a state at that moment, more leads from there go unsold.

Do state laws affect my ads?

They can. Attorney advertising and telemarketing rules vary by state. Read our state laws overview and the official sources it links. This is not legal advice.