How it works

Five stages, all run by the same person, with no handoffs between “sales” and “delivery.”

1. 1. Audit

   We review your YMCA’s existing Ad Grants account (if you have one) and your website against Google’s Ad Grants policy. You get a written audit identifying the top fixes and the estimated monthly spend you’re leaving on the table. The audit is free and yours to keep whether or not we end up working together.

2. 2. Setup or restructure

   If you don’t have a grant yet, we walk you through the application. If you do, we restructure the campaigns around real YMCA program lines — aquatics, day camp, child care, group fitness, membership, donations — with ad groups and keywords tied to landing pages that actually exist on your site.

3. 3. Compliance and conversion tracking

   We bring the account into compliance with Google’s Ad Grants policy (CTR thresholds, single-word keyword rules, geotargeting, conversion tracking) so it stops being one bad month away from suspension. We wire up conversion tracking so “clicks” turn into membership inquiries, program registrations, and donations you can count.

4. 4. Monthly optimization

   Every month: review search terms, prune what isn’t working, expand what is, adjust bids and budgets, refresh ad copy, and chase down any policy warnings before they become suspensions. This is the work that distinguishes an account that limps along from one that actually moves the needle.

5. 5. Reporting

   You get a monthly report you can hand to your board: spend, clicks, conversions, what changed this month, and what we’re working on next. No dashboards to log into, no metrics jargon to translate.