Publisher Guide: Meta

How to run MVA traffic on Meta

This guide walks through a Meta campaign for motor vehicle accident (MVA) offers, from account setup to reading your first results. By the end you will be able to build a test campaign, write ads that stay within Meta policy, send traffic to a Summit lander through your tracking link, and decide what to change after the first week.

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

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Before you start

Meta reaches people who are not searching yet. Someone scrolling Facebook or Instagram a week after a crash may not have looked for a lawyer, but will respond to an ad that describes their situation. That makes Meta a volume source for MVA. It also means your ad copy does the qualifying that a search keyword would do on Google, so the message matters more than the targeting.

Have these in place before you build anything:

An approved Summit publisher account and your tracking links for the MVA offers you plan to run. See how to apply.
A Meta Business account with a verified business, a Facebook Page and an ad account with a payment method. Running from a personal profile with no business details tends to cause more review problems.
A list of the states you will target first.
A sub ID plan, so you can tell campaigns, ad sets and ads apart in your Summit reports. See tracking links and sub IDs explained.
A copy of our traffic guidelines and Meta's Advertising Standards.

Step 1: Choose the MVA offer and states

Start with one offer. Car accident offers are the broadest and the easiest place to learn how Meta audiences respond. Truck, motorcycle and rideshare offers reach smaller groups of people and work better once you know your baseline.

Pick a small group of states for the first test rather than the whole country. Summit covers all U.S. states, but a narrow test gives each state enough traffic to show a result. Group states that you expect to behave alike, and keep each group in its own ad set so you can compare them. The geo-targeting by state guide explains how to choose and split states.

Step 2: Set up the campaign structure

Keep the first structure simple. A structure that is easy to read is worth more than one that tries every option at once.

A starting campaign structure for an MVA test on Meta
Level	Setting	Why
Campaign	One campaign per offer, for example car accident only	Keeps offer results separate in Meta and in your Summit reports
Objective	A traffic or leads-style objective that sends people to a website	The lead submits on the Summit lander, not inside a Meta form
Ad set	One ad set per state group	Lets you compare state groups directly
Audience	Adults in the target states, broad interests	Copy does the qualifying; narrow interests limit delivery early on
Placements	Start with Facebook and Instagram feeds	Feed placements give you readable results before you add others
Ads	Three to five ads per ad set, one angle each	Enough variety to find a winner without splitting budget too thin

Use the website destination with your Summit tracking link, not an instant form. The Summit lander is where the consent language is shown and recorded, and where the lead is routed to buyers. A lead captured somewhere else does not carry that consent record. See consent language: what publishers must not change.

Step 3: Add your tracking link and sub IDs

Every ad should point to your tracking link with sub IDs filled in. Sub IDs are the only way to connect a sold lead in your Summit report back to the ad that produced it.

Copy the tracking link for the offer from your onboarding details.
Add sub ID values for campaign, ad set and ad. Use short, readable codes, for example "car-tx-ok" for a car accident ad set covering Texas and Oklahoma.
Use Meta's URL parameters field to pass ad-level values automatically where you can, so you do not have to edit links by hand.
Click every link in preview before you publish, and confirm it opens the right lander.
Keep a spreadsheet that maps each sub ID to its campaign, ad set and ad, in case names change later.

This guide covers reporting by tracking link and sub ID. Ask during onboarding which other tracking options apply to your account. For a full walkthrough, read tracking Meta campaigns with tracking links.

Step 4: Write ads that qualify the reader

On Meta, the ad decides who arrives at the lander. Copy that names the situation clearly brings in people who were in an accident. Copy that is vague brings in people who are curious, and those leads tend not to sell. Write each ad around one angle:

Situation: "Hurt in a car accident in the last few months? See what options you have." Names the event and the time frame.
Next step: "Not sure what to do after a crash? Answer a few questions to be connected with help." Describes what happens after the click.
Insurance contact: "Talking to an insurance adjuster after an accident? Know your options first." Factual, with no promise of an outcome.

Meta's policy on privacy violations and personal attributes does not allow ads that assert or imply the advertiser knows a person's personal attributes, including physical health. In practice, "Were you injured?" phrased as a general question is a common approach, while "We know you were injured" is not. Read the policy itself and our Meta ad policies guide before you write copy.

For images and video, use simple visuals: a damaged car with no identifiable people or plates, a phone showing a short form, or a person speaking to camera. Avoid graphic injury images. The Meta ad creative for accident offers guide covers formats and hooks in detail.

Have Meta MVA campaigns ready to run? Apply with your sources, states and expected volume.

Apply as a publisher

Step 5: Launch and get through review

Meta reviews ads before they run and can review them again after they go live. Its help page on ads in review explains the process and how to request another review if an ad is rejected.

Publish ad sets with a modest daily budget so a rejection or a bad link does not cost much.
Check the status of every ad within the first day. Fix rejected ads by changing the claim that caused the rejection, not by rewording the same claim.
Confirm in your Summit reporting that clicks are arriving on the right tracking link and sub IDs.
Leave the campaign running without edits for long enough to collect real data. Constant edits reset delivery and make results hard to read.

Step 6: Read results and decide what to change

You are paid rev share on sold leads, so the number that matters is what your leads sold for, not how many leads you produced. Compare each ad set and ad on three things from your reports: how many leads it produced, how many of them sold, and how many were returned. See reading your publisher reports.

What to do with common result patterns
What you see	Likely cause	What to try
Many leads, few sold	Copy is pulling in people outside the offer	Make the angle more specific: name the accident and the time frame
Few leads, most sold	Copy qualifies well but reach is limited	Widen the audience or add states before changing copy
Sold leads, then many returns	Contact details or situation do not match on follow-up	Read why leads get returned and tighten copy
One state group far ahead	Buyer demand differs by state	Shift budget toward the stronger group and test a new group

Change one thing at a time. When you find an ad set that sells well, follow how to scale a winning lead gen campaign rather than raising budget all at once.

Common mistakes

Using Meta instant forms. The lead must submit on the Summit lander so consent is captured and recorded there.
Testing every state at once. Budget spreads too thin to show which states work.
Copy that implies knowledge of the reader's injury. This conflicts with Meta's personal attributes policy and leads to rejections.
Promising results. Settlement amounts, case outcomes or "you have a case" claims break our traffic guidelines and most attorney advertising rules.
No sub IDs. Without them you cannot tell which ad produced sold leads.
Judging on lead count. Unsold leads are not paid. Judge ads on sold leads and returns.

Frequently asked questions

Can I use Meta lead forms for Summit MVA offers?

Send traffic to the Summit lander through your tracking link. The lander is where consent is captured and recorded and where the lead is routed to buyers.

How many states should I test first on Meta?

A small group, split into ad sets by state group. A narrow test gives each state enough traffic to compare. Summit covers all U.S. states, so you can add more once you know your baseline.

Why was my accident ad rejected?

Common reasons are copy that implies you know the reader was injured, promised outcomes, and images of real crash scenes. Check the rejection reason in Meta, read the Advertising Standards, and change the claim rather than rewording it.

How am I paid for MVA leads from Meta?

Rev share on sold leads, the same as every other source. Unsold leads are not paid, and returns are deducted under the return terms agreed during onboarding. See how payouts work.