How to run MVA traffic on Google Ads
This guide shows you how to build a Google Ads search campaign for motor vehicle accident (MVA) offers and send the clicks to a Summit lander through your tracking link. By the end you will be able to group accident keywords by intent, write search ads that stay inside Google policy, tag every click with sub IDs, and decide what to change once sold leads start to show in your reports.
Published 5 October 2026. How we write and check guides: editorial standards.
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Before you start
Search is different from social. A person who types 'truck accident lawyer' into Google has already decided what they want. Your keyword list does most of the qualifying, so the work is in choosing searches carefully and keeping out the ones that will never turn into a sold lead. The Google traffic overview explains how Google fits with Summit in general. This guide is the build.
Have these ready before you open Google Ads:
- An approved Summit publisher account and tracking links for each MVA offer you plan to run. See how to apply.
- A Google Ads account in your business name, with billing set up and advertiser verification completed if Google asks for it.
- The states you will test first, chosen by offer.
- A sub ID naming plan for campaign, ad group and keyword. See tracking links and sub IDs explained.
- A copy of our traffic guidelines and the Google Ads policies.
Step 1: Choose one offer and a short list of states
Start with one offer per campaign. Car accident offers have the widest range of searches. Truck, motorcycle and rideshare searches are narrower and usually name the vehicle, which makes them easier to keep in separate campaigns.
Pick a few states, not the whole country. In the campaign location settings, Google lets you choose between people who are in or regularly in your locations and people who show interest in them. Google explains both in about advanced location options. For an offer that serves people in a given state, the presence option is usually the closer fit. The geo-targeting by state guide covers how to group states.
Step 2: Build ad groups around search intent
Group keywords by what the searcher is trying to do, not only by the words they use. Each ad group gets its own ads, so the ad can answer the exact question in the search.
| Ad group | Example searches | How to treat it |
|---|---|---|
| Lawyer, by vehicle | 'car accident lawyer', 'truck accident attorney' | The core of the campaign. Clear intent. Keep each vehicle type in its own ad group. |
| Lawyer, local | 'car accident lawyer near me', 'accident attorney [city]' | Strong intent. Make sure the location setting matches the state the search is for. |
| Help after a crash | 'what to do after a car accident', 'hurt in a car accident' | Mixed intent. Test with a smaller budget and a tight negative list. |
| Insurance contact | 'insurance adjuster after car accident' | Some searchers want guidance, some want a claim number. Watch the search terms closely. |
Keep each ad group to a small set of close keywords. The keyword research guide shows how to build and sort the list, and the match types and negative keywords guide shows how to control which searches each keyword can trigger.
Before launch, add a first negative keyword list. For MVA it usually includes job searches ('paralegal jobs', 'law school'), searches for official records ('accident report', 'police report'), news searches ('accident today', 'crash on highway'), and repair or rental searches ('body shop', 'rental car'). These searchers are not looking for help with an injury claim.
Step 3: Write search ads that match the search
Responsive search ads mix your headlines and descriptions, so every line has to make sense on its own. Write headlines that repeat the vehicle and the situation, a line that says what happens after the click, and a line that sets expectations.
- Situation: 'Hurt in a Truck Accident?' or 'Injured in a Rideshare Crash?' Mirrors the search.
- Next step: 'Answer a Few Questions' or 'See If You Can Be Connected With an Attorney'. Describes the lander honestly.
- Who it is for: 'For People Hurt in a Crash in Texas'. Names the audience and the state, which filters out searchers the offer cannot serve.
Avoid copy that says or implies you know the reader was injured. Google's data collection and use policy lists ads that imply knowledge of a user's personal information as not allowed. A general question ('Injured in a crash?') is a different thing from a statement ('Your injury claim is waiting').
Do not promise outcomes, settlement amounts or that a lawyer will take the case. Google's misrepresentation policy covers unreliable claims and misleading ads, and Google's legal requirements page says you must follow local law in every area you target. State attorney advertising rules are part of that local law. Read attorney advertising rules for MVA traffic and ad claims to avoid in accident offers. This guide is not legal advice.
Have Google search campaigns ready for MVA offers? Apply with your keywords, states and expected volume.
Apply as a publisherStep 4: Add your tracking link and sub IDs
Every click must reach the Summit lander through your tracking link. The lander is where consent is captured and where the lead is routed to buyers through real-time ping/post. Google checks that your ad's display domain and your landing page line up. Its destination requirements policy covers destination mismatch, so ask during onboarding how your tracking link should sit in your Google Ads setup.
- Copy the tracking link for the offer from your onboarding details.
- Decide which sub ID holds which value, for example campaign, ad group and keyword.
- Use Google's URL options to fill values in for you. Google describes a final URL suffix and other parameters in about tracking in Google Ads. Values Google inserts automatically save you from editing each ad by hand.
- Preview each ad and click through. Confirm the link opens the right lander and the sub IDs come through intact.
- Keep a sheet that maps each sub ID code to its campaign, ad group and keyword.
Leads are reported by tracking link. Ask during onboarding which other tracking options apply to your account.
Step 5: Launch and check the first days
- Start with a daily budget you are willing to spend on learning. A wrong link or a policy flag should not cost much.
- Check every ad and keyword status after the first review. Fix disapprovals by changing the claim, not by rewording it.
- Open the search terms report within the first day or two. Add negatives for anything off topic.
- Confirm in your Summit reporting that leads appear under the expected tracking link and sub IDs.
- If you want to limit ads to certain hours, Google explains ad scheduling. Read day-parting for lead gen campaigns before you narrow hours.
Step 6: Read results and adjust
You are paid rev share on sold leads. Unsold leads are not paid, and returns are deducted under the return terms agreed during onboarding. Judge each ad group and keyword on sold leads and returns, not on clicks or lead count. Buyers in the market generally look at things like when the accident happened, whether there was an injury, and whether the person already has an attorney. The exact qualifying criteria are confirmed with each publisher during onboarding.
| What you see | Likely cause | What to try |
|---|---|---|
| Clicks but few leads | Searches are informational or off topic | Review search terms, add negatives, move broad terms to their own ad group |
| Leads but few sold | Searchers do not match the offer | Tighten keywords to lawyer intent and add the vehicle type to headlines |
| Sold leads, then returns | Details change on follow-up | Read why leads get returned and check copy for overpromising |
| One state well ahead | Demand differs by state | Shift budget to that state and test a new one |
Change one thing at a time. When an ad group sells steadily, read how to scale a winning lead gen campaign.
Common mistakes
- One ad group for every accident search. The ad cannot match the search, and you cannot see which theme sells.
- No negatives at launch. Job, news and police report searches spend budget with no chance of a sold lead.
- Copy that implies you know the reader's injury. This conflicts with Google's personal information rules.
- Promised outcomes. Settlement figures and "you have a case" claims break our traffic guidelines and many state rules.
- Tracking link set up without checking the destination rules. Mismatched domains lead to disapprovals.
- Judging on cost per lead alone. Only sold leads are paid.
Frequently asked questions
Should MVA search campaigns use broad match?
Start with phrase and exact match on core lawyer terms, so you can read the search terms report clearly. Add broad match later in its own ad group with a strong negative list. See match types and negative keywords for lead offers.
Can I bid on law firm names?
Avoid it. Ads on a firm name can suggest you are that firm, which raises misrepresentation concerns under Google policy. Bid on the situation and the type of lawyer instead.
Where does the lead submit?
On the Summit lander, reached through your tracking link. That is where consent is captured and recorded and where the lead is routed to buyers.
Which states can I run?
Summit covers all U.S. states in both verticals. Start with a few states so each one gets enough traffic to compare, then add more.
Related guides
How Google search works with Summit landers.
Build and sort the keyword list before you launch.
Control which searches trigger your ads.
The policies behind most disapprovals.
The social side of the MVA offer.
Every MVA offer and guide in one place.
Sources
- Google Ads policies, Google Advertising Policies Help
- Advertiser verification, Google Advertising Policies Help
- About advanced location options, Google Ads Help
- Data collection and use, Google Advertising Policies Help
- Misrepresentation, Google Advertising Policies Help
- Legal requirements, Google Advertising Policies Help
- Destination requirements, Google Advertising Policies Help
- Add a Final URL suffix, Google Ads Help
- About tracking in Google Ads, Google Ads Help
- About the search terms report, Google Ads Help
- About Ad Scheduling, Google Ads Help
Run MVA search traffic to Summit landers
Every publisher is reviewed before going live. Email us your Google Ads setup, 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.