FAQ’s For Tripwire Digital

Q: What does a typical first month look like?
A: Audit → quick wins → tracking hygiene → structure fixes → test plan.

  • Week 1 – Audit & quick wins: read-only access, waste audit, brand protection, negatives, obvious fixes.

  • Week 2 – Clean signals: GA4 conversion cleanup (dedupe/priorities/values), UTM standardisation, Ads↔GA4 link checks.

  • Week 3 – Structure pass: sensible campaigns/ad groups, query control, Shopping tiers, PMax rails.

  • Week 4 – Test plan: 90-day roadmap (2–3 tests), owners, due dates, weekly cadence.
    Deliverables: audit notes, change log, UTM spec, event map, 90-day plan, Loom recap per session.

Q: Do I keep account ownership?
A: Yes—always. You keep all logins, data, and strategy.

  • We use manager access only; you remain admin/billing owner.

  • All changes are documented and reversible.

  • Remove access anytime without breaking anything.

Q: Pricing?
A: Mentoring from $250 + GST/hr. Packages from $1,500. No retainers.

  • Mentor Session: 60–90 min, priority fixes; action list + Loom recap.

  • Mentor Sprint (from $1,500): 3–4 sessions in 2–4 weeks; audit, clean conversions, structure pass, test plan.

  • Quarterly Program: scoped if you want ongoing momentum and accountability.
    Flexible pricing for extended projects: we can set volume-based hourly, monthly caps, or fixed-fee phases for larger scopes.

Q: Can you manage ads or create campaigns for us?
A: Yes. When it’s faster to just build/fix, we do hands-on implementation (account builds/restructures, conversion tagging, Shopping feeds, PMax rails, exclusions, brand protection).

  • Typical implementation rate: ~$150 + GST/hr, depending on scope/complexity and whether it’s part of an existing audit/sprint/program.

  • For larger build-outs, we can scope a fixed fee with clear deliverables and timelines.

  • Goal remains skill transfer—we’ll hand back with docs and a simple runbook.

Q: Do you do it for us?
A: Mostly mentoring + priority fixes. We’ll jump in hands-on where needed, then hand it back with documentation.

Q: PMax or Search?
A: Both—used deliberately.

  • PMax with rails (brand protection, exclusions, audience signals).

  • Search for high-intent control (non-brand, competitor, WTB) with strict match types + negatives.

  • Bidding aligned to values/margin so you scale without losing control.

Q: Can you help with GA4 and UTMs?
A: Yes—clean data is step one.

  • Define UTM schema and enforce it in Ads.

  • Standardise GA4 events, set conversion priorities, dedupe spam/duplicates.

  • Link GA4↔Ads correctly and validate click → session → conversion.
    You get: a one-page UTM spec, an event/goal map, QA checks, and Loom walkthroug