Traffic sources for MVA and home improvement offers
Summit publishers can send traffic from four approved sources: Meta (Facebook and Instagram), Google, native ad networks, and SEO and rank-and-rent sites. This page compares them, shows which offers each one fits, and helps you pick a first source.
Whichever source you use, the setup is the same on our side. Your traffic goes to a Summit lander through your tracking link, consent is captured on the lander, each lead is routed to buyers by ping/post, and you earn rev share on sold leads.
Already generating leads on your own forms? Sell your leads instead.
The four approved sources
Facebook and Instagram ads that reach people before they search. Creative does the qualifying.
Google Ads search campaigns that capture people already looking for a lawyer or a contractor.
Sponsored content units on news and content sites, often with a pre-lander or advertorial.
Sites that rank for MVA or home improvement searches, including rank-and-rent sites without a tenant.
You can run one source or several. If you run more than one, keep each source on its own tracking link or sub ID so your results show which source produces sold leads.
How the sources compare
| Source | Intent | Volume | What does the qualifying | Main cost |
|---|---|---|---|---|
| Meta | Low to medium: the person was not looking | High, limited mostly by creative and budget | Ad copy and images | Media spend and creative production |
| High: the person searched for help | Limited by how many people search | Keywords, match types and negatives | Media spend on contested searches | |
| Native | Low: the person came to read | High, spread across many sites | Headline, pre-lander and site blocking | Media spend and pre-lander writing |
| SEO and sites | Medium to high: the person searched and chose your page | Limited by rankings, steady once earned | Page topic and content | Time to build, write and rank |
Intent and volume pull in opposite directions. Search sources (Google and SEO) reach people who asked for help, so a larger share of clicks become leads, but there are only so many searches. Feed sources (Meta and native) can reach far more people, but most of them were not looking, so your creative or pre-lander has to tell the right people that the offer is for them and the wrong people that it is not.
Which sources fit which offers
Every source can work for every offer. The table shows where each source tends to fit best, as a starting point for your first tests.
| Offer | Meta | Native | SEO and sites | |
|---|---|---|---|---|
| Car accident | Strong | Strong | Good with a pre-lander | Informational pages |
| Truck accident | Narrower audience | Good, fewer searches | Limited | Informational pages |
| Motorcycle accident | Moderate | Good, rider-specific searches | Limited | Informational pages |
| Rideshare accident | Moderate | Good | Moderate | Informational pages |
| Roofing | Strong | Strong | Strong | Strong for local sites |
| Bathroom remodeling | Strong | Good | Strong | Good for local sites |
| Window replacement | Good | Good | Good | Strong for local sites |
| Flooring | Good | Good | Moderate | Good for local sites |
| Siding and gutters | Good | Good | Moderate | Strong for local sites |
These ratings describe how each source reaches the people behind each offer. They are not a forecast of results. For the details of each offer, see the MVA affiliate program and the home improvement affiliate program.
What stays the same across sources
- Tracking link. Every source sends visitors to a Summit lander through your tracking link. Leads are reported by tracking link.
- Sub IDs. Each source can pass its own values into sub IDs: ad set and ad on Meta, keyword on Google, placement on native, page on SEO sites.
- Consent on the lander. Consent is captured on the Summit lander, and consent language on the lander is not changed or removed.
- Ping/post routing. Each lead is offered to our buyer network in real time, whatever source it came from.
- Rev share on sold leads. Unsold leads are not paid, and returns are deducted under the return terms agreed during onboarding.
- Traffic guidelines. Every source follows our traffic guidelines as well as the platform's own policies.
Ask during onboarding which other tracking options apply to your account. The tracking links and sub IDs explained guide covers sub ID planning for any source.
How to choose your first source
The best first source is usually the one you already know. Skills carry over within a source much more than across sources. A search marketer who moves to Meta has to learn creative testing. A Meta buyer who moves to Google has to learn keyword control.
- 01
Start from your experience
If you already run Google, Meta or native for other offers, start there. If you own ranking sites, start with those.
- 02
Match the source to the offer
Use the offer table above. Car accident and roofing are the broadest offers in each vertical and the easiest to test on any source.
- 03
Pick a few states
Summit covers all U.S. states in both verticals, but a narrow test shows results faster. See geo-targeting by state.
- 04
Plan your sub IDs before launch
Decide what each sub ID will hold so your first results can be split by campaign, creative, keyword, placement or page.
- 05
Judge by sold leads
Clicks and submitted leads are early signals. Sold leads are what you are paid on. See how to plan a first test campaign.
Know which source you want to run? Tell us your sources, offers, states and expected volume.
Apply as a publisherGuides by traffic source
Each source has its own group of step-by-step guides on the publisher guides page.
Campaign setup, creative, audiences, policy and tracking. Start with how to run MVA traffic on Meta or home improvement traffic on Meta.
Search campaigns, keywords, match types and policy. Start with how to run MVA traffic on Google Ads or home improvement traffic on Google Ads.
Native campaigns, advertorials and pre-landers. Start with how to run native traffic to lead offers.
Rank-and-rent, local sites and existing sites. Start with rank-and-rent for home improvement leads.
Source comparisons
If you are deciding between two sources, these guides compare them in detail. All comparison guides are grouped under comparisons.
Feed reach against search intent, and how each fits MVA and home improvement.
Two feed-based sources, with different creative, tracking and policy work.
Frequently asked questions
Which traffic sources does Summit accept?
Four: Meta (Facebook and Instagram), Google, native ad networks, and SEO and rank-and-rent sites. See the traffic guidelines for the rules that apply to every source.
Can I run more than one source?
Yes. Keep each source on its own tracking link or sub ID so you can compare sold leads by source.
Which source is best for MVA?
Google and Meta are the most common starting points for MVA. Google captures people searching after a crash. Meta reaches people who have not searched yet. See the Meta vs Google comparison.
Which source is best for home improvement?
All four fit home improvement. Local SEO and rank-and-rent sites suit trade searches by city, and Meta and native suit visual offers such as bathroom remodeling and roofing.
Do I need my own lander for any source?
No. Every source sends traffic to a Summit lander through your tracking link. If you use native, you can add your own pre-lander before the Summit lander. See hosted landers vs your own landers.
Is a rank-and-rent site without a tenant an approved source?
Yes. SEO and rank-and-rent sites are an approved source, including rank-and-rent sites that do not have a tenant. See SEO and rank-and-rent sites.
How are leads tracked across sources?
Leads are reported by tracking link, and sub IDs let you split results inside each source. Ask during onboarding which other tracking options apply to your account.
Related
How the program works, verticals and payouts.
Approved sources, creative rules and consent rules.
Step-by-step guides grouped by traffic source and topic.
Sold leads, unsold leads, returns and reporting.
What to send us and what happens after you apply.
Bring the traffic source you know best
Every publisher is reviewed before going live. Email us your traffic sources, offers, 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.