Home Improvement

TopTop Leads runs lead generation campaigns for home service providers. Publishers and affiliates supply the traffic (ads, content, and other channels) that lands on TopTop Leads-hosted pages. These guidelines cover what that traffic, and the creative, copy, and imagery behind it, needs to look like to stay compliant.

The rule that governs everything below: all ad copy must accurately reflect the service being advertised.

1. General Rules

The baseline that applies across every channel below.

Pricing, Promotions & Offers

• Not allowed: No specific prices, discounts, percentages, or financing details in ad copy or creative.
• Not allowed: No urgency or scarcity language, such as "offer ends soon," "limited spots," or "today only."
• Not allowed: No "Free" used for the service itself ("Free Solar," "Free Window Replacement").
• Allowed: "Free" is fine, used sparingly, for the cost of getting quotes ("Get Free Quote for Your Windows Project").
• Not allowed: No specific promotions, like "Buy 1, Get 1" or bundled deals.

Claims & Promises

• Allowed: Every claim must be accurate and fully researched. No stretching the truth.
• Not allowed: No guarantees, "pre-qualified," or anything implying approval before the user reaches the page.
• Not allowed: "Qualify" can't imply a giveaway or approval. It's fine only when tied to getting a quote or potential savings ("You could qualify for a quote if you own your home in Boston").
• Not allowed: No scare tactics or manipulative hooks to drive clicks.
• Not allowed: No implying government affiliation, approval, or incentive programs.
• Not allowed: No marketing directed at anyone under 18.

Creative Standards

• Not allowed: No cross-promoting with unrelated services, like 'Home Windows' next to 'Auto Glass Repair.'
• Not allowed: No images of people in assistance lines or seeking relief.
• Allowed: Disclose AI-generated creative. Any image, video, audio, or ad copy produced with generative AI must be flagged to your account manager before it runs.
• Not allowed: No AI-generated people or voices presented as real customers, crews, or completed projects.
• Not allowed: No bots, spyware, hidden redirects, or other fraudulent traffic generation.

Consumer Protections

• Allowed: Never discriminate, harass, or disparage users.
• Not allowed: No targeting veterans, low-income households, or other vulnerable groups.
• Allowed: Text must be clear and never misleading.

2. Prohibited Terms

Never use these words, in any context, unless noted above:

• Guaranteed
• Pre-screened
• Pre-qualified
• Insured
• Bonded
• Assistance
• Apply
• State Approved
• Certified
• "Program" (in any context)

3. Channel-Specific Rules

On top of the General Rules above, applied to how each channel actually shows up for users.

Email

• Allowed: Subject lines and creative must be honest and match what the ad actually offers.
• Allowed: Must be clearly identifiable as an ad or promotion, not disguised as personal correspondence.
• Not allowed: No misleading sender names or spoofed "From" addresses.

SMS

• Allowed: Copy follows the same pricing, urgency, and claims rules as every other channel.
• Not allowed: No misleading links or spoofed sender names.

Search

• Not allowed: No bidding on TopTop Leads', a service provider's, or a competitor's trademarked terms.
• Allowed: Ad copy must match the destination page.
• Not allowed: No cloaking or misleading destination URLs.

Social

• Allowed: Sponsored posts carry the platform's native ad label. Never disguised as organic content.
• Not allowed: No engagement-bait tactics, like "Comment YES for your free quote."
• Not allowed: No targeting inferred sensitive attributes: financial hardship, health status, disability.
• Allowed: Creative formatted for the platform, not a recycled display banner.

Display

• Allowed: Every unit clearly labeled "Ad" or "Advertisement."
• Not allowed: No fake system alerts, notifications, or close buttons.
• Not allowed: No autoplay audio.

Native

• Allowed: Sponsored content visually distinguishable from editorial content. The closer the match, the more prominent the disclosure needs to be.
• Allowed: Disclosure ("Advertisement," "Paid Content") appears before or above the headline, not buried in fine print.
• Not allowed: Can't imply independence or editorial origin when it's a paid placement.

4. Enforcement

We'd rather catch an issue early. If something needs adjusting, we'll flag it and work with you to fix it.

• Allowed: Responsibility is shared across publisher, aggregator, and buyer. Hold your downstream partners to the same standard.
• Allowed: Repeated or unresolved issues can lead to a campaign pause, withheld payment on non-compliant traffic, or, rarely, ending the partnership.

Questions about a specific creative or campaign? Reach out to your account manager or info@toptopleads.com before it goes live.