Cathal Saunders

Cathal Saunders is Operations Director at Converted. Since 2011 he has worked out why websites don’t turn visitors into customers, and then fixed it, for more than 300 clients across paid ads, conversion rate optimisation and SEO.

He created the Conversion Periodic Table, the 25-element framework the team uses to find where a funnel leaks and test whether the fix worked. More recently he built Converted’s processes and framework for AI visibility, getting brands found and cited by AI search tools, then trained the team that delivers it. That work covers technical SEO, AI prompt tracking, EEAT content and digital PR.

He has held talks on all things performance marketing over the years, including for a global group of private schools, multiple brand events and in February 2022 he spoke on conversion rate optimisation for e-commerce at the Department for International Trade’s Exporting for Growth event, where Google also presented. Local councils have brought him in to run one-to-one workshops and webinars for businesses in their area.

He holds the full set of Google Ads certifications, renewed every year, and is CXL qualified. He wrote Converted’s winning entries for the Experimentation Elite Awards (back when they were the Conversion Elite Awards), the Biddable Media Awards and The Drum Search Awards, and its entry as a finalist in the Google Partners Awards Europe.

After 16 years in this industry, very little surprises him. He remains optimistic anyway, which he admits is certainly not based on historic and statistically significant evidence and data.