61: Convert Clicks Into Cash Through Conversion Rate Optimisation with Dante Botha

Convert Clicks Into Cash Through Conversion Rate Optimisation

Is your Google Ads strategy a money-maker or a money-burner? Discover the 80/20 rule that drives Google Ads success.

In this episode, Tim sits down with Dante Botha, founder of Conversion Advantage, a powerhouse in Google Ads and Conversion Rate Optimisation (CRO). Dante, with a career that spans two decades, breaks down what it takes to get real, scalable results in digital marketing.

Dante doesn’t just talk about running ads — he teaches you how to run ads that work. By focusing on intent, smart keyword strategies, and converting traffic into sales, this approach proves there’s an art and science to effective Google Ads.

If your campaigns need a serious upgrade, this episode is packed with practical tips and insights to help you make every click count.

WHAT YOU’LL DISCOVER IN THIS EPISODE:

Meet Dante Botha (00:00)
What spanked Dante’s love for measurable advertising (02:26)
Why tracking every step of the customer journey is crucial (04:39)
An amusing story from Dante’s time as Global Advertising Manager for RuneScape (09:14)
The birth of Conversion Advantage (10:52)
The 80/20 Google Ads rule (14:39)
Understanding purchase intent and why searches don’t always equal instant sales (19:02)
The importance of user experience and follow-up ads (23:24)
Do you really need to be #1 on Google? (26:40)
The future of advertising and what will set apart the brands that convert from those that don’t (28:48)
Quick-fire questions with Dante (32:30)

Quotes

“The joy actually lies in finding out what works, and then taking what doesn’t work and doing less of that and doing more of what works. Because as soon as you know what’s working, you’ll see the patterns, and then you can scale it.” – Dante Botha

“We need to realise as business owners (not just marketers — as business owners), just because someone’s searching for your thing that you do doesn’t mean to say it’s today’s problem.” – Tim Hyde

“It’s not just attracting intent-based buyers. It’s also, once I’ve got my intent-based buyer, let’s make sure they actually convert.” – Tim Hyde

“Great content is going to be imperative. We might get to a stage where it’ll be cheaper to promote content — great value added content — because we know what the sales cycle is to get somebody to convert than it is to convert somebody at the bottom of the sales funnel.” – Dante Botha

“Getting the traffic, that’s 50% of the story. The other 50% is to ensure that you are converting that click.” – Dante Botha

Resources

Elite Marketers

David Ogilvy

Jay Conrad Levinson

Guerrilla Marketing by Jay Conrad Levinson

Conversion Rate Optimization