Publisher traffic guidelines
These guidelines apply to every publisher sending traffic to Summit landers, in both MVA and home improvement. They cover which traffic sources are approved, what your ad creative must do, how consent is handled, and how we look at traffic once it is live.
Read them before you build a campaign. If anything here is unclear for your setup, email team@summitleads.ai before you send traffic.
Already generating leads on your own forms? Sell your leads instead.
Approved traffic sources
These traffic sources are approved for the publisher program:
Paid social campaigns that send people to a Summit lander through your tracking link.
Google Ads campaigns that send searchers to a Summit lander through your tracking link.
Native placements on content sites, with or without an advertorial or pre-lander.
Sites that rank for MVA or home improvement searches and link to a Summit lander.
Each source has its own page on how it works with Summit landers, and the traffic sources overview compares them. Tell us which sources you plan to run when you apply. Every publisher is reviewed before going live.
Ad creative requirements
These requirements cover every ad, pre-lander and advertorial that sends traffic to a Summit lander:
- Follow the policies of the platform the ad runs on. Meta, Google and each native ad network publish their own ad policies. Your ads must meet them.
- Claims must be accurate. Every claim in an ad or pre-lander must be true for the offer the person will see.
- No false identity. Ads must not state or suggest that they come from a law firm, an insurer, a government agency, or a named brand that did not approve them.
- Do not change or remove consent language on Summit landers. This applies to every source and every offer.
If you are unsure whether a claim or a piece of creative fits these guidelines, send it to us at team@summitleads.ai and ask.
Official ad policy sources
Read the policies for the platform you run on before you write copy. These are the official sources:
- Meta's Advertising Standards apply to ads on Facebook and Instagram.
- The Google Ads policies apply to Google campaigns. The misrepresentation policy is the one most relevant to claims and identity.
- The FTC's advertising and marketing guidance explains U.S. truth-in-advertising rules, and its advertising FAQs for small business answers common questions about claims.
This page is not legal advice. For claims that are specific to each vertical, read ad claims to avoid in accident offers and ad claims to avoid in home improvement offers.
What the creative rules mean in each vertical
| Requirement | MVA examples | Home improvement examples |
|---|---|---|
| Accurate claims | Do not promise a settlement amount, a case result, or that the person has a case. | Do not promise a price, a discount or a program the homeowner may not get. |
| No false identity | Do not present the ad as coming from a law firm, an insurer or a court. | Do not present the ad as coming from a government program, a utility or a named manufacturer that did not approve it. |
| Platform policy | Avoid copy that asserts you know the reader was injured. | Avoid copy that asserts you know details about the reader's home or finances. |
Legal-services ads can also be subject to state attorney advertising rules. The guide on attorney advertising rules for MVA traffic gives a general overview with links to official sources.
Consent requirements
Summit captures TCPA consent on every lead, and every lead carries a consent certificate. That only works if the lead submits on the Summit lander, with the consent language as we wrote it. Two rules follow from that:
- Traffic goes to Summit landers through your tracking link. The tracking link attributes the lead to you, and the lander is where consent is shown and recorded.
- Consent language on Summit landers is not changed or removed. That includes hiding it or editing the wording.
If you use a pre-lander or advertorial before the Summit lander, the person still submits the form and gives consent on the Summit lander. A pre-lander should describe the next step accurately so the person knows what they are agreeing to when they reach the form.
The FCC's TCPA rules are published at 47 CFR 64.1200. For a plain-language overview, read our TCPA compliance page and the guide on consent language: what publishers must not change.
Running Meta, Google, native or SEO traffic in MVA or home improvement? Tell us about it.
Apply as a publisherOngoing review of traffic and lead quality
Summit reviews publisher traffic and lead quality on an ongoing basis. Leads are reported by tracking link, so we look at quality by tracking link and source, the same way you can.
The patterns that tend to show a quality problem in lead gen are the same ones that cost you money: leads that go unsold, leads that get returned, and contact details that do not work. The guide on bot and fraud traffic: how networks detect it explains what networks generally look for.
You can keep your own traffic in good shape with a few habits:
- Use sub IDs so you can trace any problem back to one campaign, ad or page.
- Check new ads and new placements early, before you raise spend.
- Watch returns by sub ID. A rise in returns usually points to one ad or one placement.
- Ask us before you add a new type of placement or pre-lander if you are unsure how it fits these guidelines.
A checklist before you launch
- Your traffic source is one of the approved sources above.
- Every ad and pre-lander follows the policies of the platform it runs on.
- Every claim is accurate for the offer.
- Nothing in the ad suggests it comes from a law firm, insurer, government agency or a brand that did not approve it.
- Every link points to a Summit lander through your tracking link, with sub IDs filled in.
- The consent language on the lander is untouched.
For how sold and returned leads affect your payout, read how payouts work.
Frequently asked questions
Which traffic sources are approved?
Meta (Facebook and Instagram), Google, native ad networks, and SEO and rank-and-rent sites. Tell us which ones you plan to run when you apply.
Can I edit the Summit lander?
You send traffic to Summit landers through your tracking link. Consent language on Summit landers is not changed or removed. If you want something different on the page, email us and ask.
Can I use a pre-lander or advertorial?
The creative requirements on this page apply to pre-landers and advertorials as well as ads. The person still submits the form and gives consent on the Summit lander. See advertorials and pre-landers for lead gen.
What if I am not sure an ad fits the guidelines?
Email the ad or the claim to team@summitleads.ai and ask. Also check it against the official policy of the platform it will run on.
Does Summit check traffic after I go live?
Yes. Summit reviews publisher traffic and lead quality on an ongoing basis, by tracking link and source.
Is this page legal advice?
No. It explains our guidelines and links to official sources such as Meta, Google, the FTC and the eCFR. Talk to your own counsel about your obligations.
Related
How the program works, verticals and traffic sources.
Meta, Google, native and SEO compared for lead offers.
What consent means for the traffic you send.
The policies that cause most rejections.
Consent, records and state rules for leads that lead to calls.
Sold leads, unsold leads, returns and reporting.
Sources
- Introduction to the Advertising Standards, Meta Transparency Center
- Google Ads policies, Google Advertising Policies Help
- Misrepresentation, Google Advertising Policies Help
- Advertising and Marketing, Federal Trade Commission
- Advertising FAQs: A Guide for Small Business, Federal Trade Commission
- 47 CFR 64.1200, Delivery restrictions, Electronic Code of Federal Regulations
Send compliant traffic to Summit landers
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.