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BETTER

DECISIONS

CUT THROUGH THE NOISE

SCALE

WITH CONFIDENCE

Senior judgment for teams with real spend and no room for guessing.

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Hi,

I’m Luke

I work with founders and in-house teams who already have traction, but want cleaner signals and better decisions.

I’ve spent years inside real accounts where money was moving and choices had consequences.
That’s where this approach comes from.

My role isn’t to run things for you.
It’s to help you see clearly, decide faster, and keep control of what matters.

If that’s what you’re looking for, the next step is simple.

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Run a Decision Reset

If performance looks fine, but decisions still feel heavy, this is for you.

Most teams don’t struggle because Google Ads “don’t work.”
They struggle because it’s unclear why things work — and what would happen if they changed.

That’s where money gets wasted quietly.
Not in bad campaigns, but in hesitant decisions, protected assumptions, and signals no one fully trusts.

Tripwire exists to clean up that layer.

Want to know if your current setup is actually helping you make better calls?

Before you change budgets, channels, or strategy, pressure-test whether your signals are pointing in the right direction.

Clarity before action. Confidence before scale.

Run a Decision Reset

This is for you if…

• You already have spend, but don’t fully trust the signals
• You’re tired of “working ads” without clear direction
• You want fewer opinions and better judgment
• You care more about decision quality than tactics

What clients notice first.

“Tripwire were recommended to us, and we first engaged them to review our website and optimise our Google Ads. They far exceeded expectations and are now leading our evolution with AI. Tripwire are excellent—problem-solvers who show initiative and always bring a new angle to hit our advertising goals. I highly recommend them.”

PhilOut Of Space & Brooklands Boat Club

“We loved working with Luke. We’re kept up to date on the latest Google requirements and how to adapt to get the most from our budget. Fixed-time model meant more budget to ads—not admin, meetings, or reports.”

NoeleenHPWF Auckland

“Tripwire spotted gaps in our conversion tracking that our last agency missed completely. The fixes paid for themselves in the first month.”

JamieE-commerce Manager

“We cut our cost-per-lead in half and doubled qualified traffic within six weeks. The mentoring model works.”

PriyaMarketing Director

“Navigating Google and AdWords can be mind-blowing, but working with Tripwire’s knowledgeable and experienced team has been very reassuring. Luke is focused, dedicated, and always evaluating our advertising driven by actual data and insight. His ongoing support makes for a great partnership!”

SharynMaster Franchisee

Run a Decision Reset

Why this is different

Colorful, low-poly illustration of a human brain with a speech bubble.

Built on real decisions, not theory.

I’ve spent years inside live accounts where money was moving and decisions had consequences.
That’s where this approach comes from.

No black boxes. No busywork.

You see the signals that matter and understand why decisions are made.
Nothing hidden. Nothing padded.

You own the decisions.

I help you get to clarity faster.
You decide what to push, what to cut, and what to ignore.

Run a Decision Reset

Start a Decision Reset

This isn’t a sales pitch. It’s a quick way to pressure-test whether a Decision Reset makes sense.