Greater Burlington YMCA

What we've done

The Greater Burlington YMCA is a non-profit organization dedicated to strengthening the larger Burlington community by providing a space and programs to promote healthy living and social responsibility. Built upon a set of shared core values, these programs span everything from fitness and aquatics to child care and summer camps, all with the ultimate goal of making sure that every community member has the opportunity to thrive.

Google Ads

Our team helped the Greater Burlington YMCA to set up a Google Ads Grant Account through Google’s application for Google for Non-Profits. Google Ads Grants allow Non-Profits to partake in Google Ads and target users searching for relevant keywords free of charge for up to $10,000 per month in ad spend.  Though Google Ads Grants Accounts do allow for up to $10,000 per month in free ad spend there are several policies a Google Ads Grant Account must be in compliance with to run ads. These include:

  • No single-word keywords permitted
  • No overly generic keyword permitted
  • No keywords with a quality score of 1 or 2 are permitted
  • Must maintain a 5% click-through rate (CTR) each month
  • Must have valid conversion tracking, if applicable
  • Must have at least 2 ads per ad group 
  • Must have at least 2 ad groups per campaign
  • Must have at least 2 sitelink ad extensions
  • Must respond to a program survey

These policies, along with the maximum cost per click bid of $2.50, reduce the visibility of a Google Ads Grant Account often making it a challenge to utilize even a fraction of the $10,000 per month in free ad spend. 

Despite these challenges and limitations, our team was able to guide the Greater Burlington YMCA through the Google for Non-Profits application process, set up a Google Ads Grant Account, and continually ensure compliance with policies to capitalize on the free ad spend offered by Google.

The GB YMCA’s Google Ads Grant Account Has Recorded:

Bounce Rate


Less Than Site Average

Average Session Duration


Greater Than Site Average

Pages Per Session


Greater Than Site Average

Goal Conversion Rate


Greater Than Site Average

Website Redesign

The Greater Burlington YMCA needed a website that would allow users to easily find information regarding program schedules, the process of becoming a member, and details on child care and family activities. This website also had to be easy to navigate for potential donors looking to support a local cause, which made highlighting Greater Burlington YMCA’s mission and information on ways to donate of the utmost importance.

We built a WordPress website reflective of the Greater Burlington YMCA’s brand and mission with user experience, SEO, and WCAG best practices at the forefront of our minds. We prioritized ease of navigation via a clean design layout for each page and by implementing a mega menu at the top of their website that contained a breakdown of each of their programs. To drive more traffic to and increase sign-ups on the new website, we optimized the meta titles and descriptions for their top landing pages. Lastly, we ensured that this website would be easy for the client to regularly update and make edits to content, especially as programs and schedules change.

“Working with made clear the power of working with experts. Our partners at were always available, the process was collaborative, and the impact of our new website was immediate.”
Doug Bishop
Desktop view of old YMCA HomepageDesktop View - GBYMCA New homepage
People working out at the GBYMCA

Technologies Used

  • WordPress 5
  • Stackable - Gutenberg Blocks
  • Group Ex Pro
  • Relevanssi
  • Google Language Translator
  • Gravity Forms
  • OptinMonster
  • Javascript
  • PHP 7
  • HTML5
  • CSS3


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