How to become an MVA lead affiliate

Step 1: Learn who the MVA lead is

An MVA lead is a person involved in a vehicle crash who wants to speak with someone about legal representation. The buyers are personal injury law firms and the intake teams that work with them. They call the lead, ask about the accident and decide whether to take the case.

Across the MVA market, the details buyers look at most are:

• How recent the accident is. Buyers prefer recent crashes, because early contact matters for intake.
• Whether the person was hurt and got treatment. Injury is central to a personal injury claim.
• Whether they already have a lawyer. People who have hired an attorney are not looking for one.
• Who was at fault. Buyers look for signals that another driver was at fault.
• Contact details that work. A lead that cannot be reached cannot become a case.

This shapes everything you write. Your ad has to reach people who were recently in a crash and were hurt, and it has to avoid pulling in people with a repair bill or a traffic ticket.

Step 3: Learn the compliance basics

MVA is a legal vertical, so more rules apply to your ads than in most offers. You do not need to be a lawyer, but you need to know where the lines are. This is a general overview, not legal advice.

• Attorney advertising rules. States regulate how legal services are advertised. Ads that promise results or settlement amounts are a common problem. Read attorney advertising rules for MVA traffic and ad claims to avoid in accident offers.
• Meta personal attributes policy. Meta's policy on privacy violations and personal attributes does not allow ads that assert or imply you know a person's health or similar attributes. Ask a general question instead of stating what happened to the reader.
• Google legal requirements. Google's legal requirements policy says ads must comply with the laws where they show. Legal services ads are covered.
• TCPA consent. Buyers call and text leads, and the consent rules are in 47 CFR 64.1200. Summit captures TCPA consent on every lead, on the lander. You must not change or remove that language. See TCPA for MVA leads.

Then read Summit's traffic guidelines. If you are unsure whether a creative angle fits, send us the question by email before you spend on it.

Step 5: Prepare your application

Every publisher is reviewed before going live. A specific application is easier to review. Have these ready before you email:

• The MVA offers you want to run (car, truck, motorcycle, rideshare).
• Your traffic sources, and how long you have run each one.
• The states you plan to target first.
• Your expected volume, as a realistic estimate.
• Your website or company name, and any relevant past verticals.
• One or two sample ad angles you plan to test.

Send it through the apply page, or use the Apply as a publisher button on this page, which opens an email with these fields ready to fill in.

Step 7: Set up your first campaign

Once approved, you receive tracking links for your offers. Before you launch, build a sub ID plan using tracking links and sub IDs explained, then write a short test plan with how to plan a first test campaign. Launch one offer, one source and a small state group. Judge results on sold leads and returns, not on lead count.

Run through this pre-launch list for your first MVA campaign:

• Every ad points to your Summit tracking link, with sub IDs filled in.
• You clicked each link in preview and it opened the right accident lander.
• No ad promises a result, a case outcome or a settlement amount.
• No ad states or implies that you know the reader was hurt.
• Images show no identifiable people, plates or real crash scenes.
• You noted the start date, budget cap and states in your test log.

MVA leads are time sensitive. A person who was in a crash yesterday is easier for a buyer to help than one who was in a crash a long time ago, so ad copy that names a recent time frame tends to bring better leads. Check the first results within a day of launch to confirm leads are arriving on the right tracking link, then leave the campaign alone long enough to collect real data before you change it.