GTM Sauce

Sub Club by RevenueCat · 2026-03-09

How ElevenLabs Turns Feature Launches Into a Growth Engine – Luke Harries

Short episode with Luke Harries, who leads growth at ElevenLabs. Covers treating every model/feature launch as a growth engine across organic, landing pages and paid ads; a custom GPT trained on best/worst ad copy; an in-house motion-design team using ElevenLabs voiceovers for rapid ad variants; channel-by-channel scaling with Google search as the biggest channel; replacing localization vendors with an LLM GitHub action; and platform lift studies with quarterly incrementality adjustments to allocate a >$100M paid budget.

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9 tactics

ElevenLabs · AI voice and audio tools

Turn every feature launch into a video, thread, landing page and fresh ads
Called the heartbeat of growth; no numbers given
“we put it through this growth system, and that normally translates into what's hopefully a really viral moment.”
Unknownpr-launchpaid-social
Sub Club by RevenueCat · 2026-03-09

ElevenLabs · AI voice and audio tools

Feed your best and worst ad copy into a custom GPT that writes new ads
Newly built; guest calls it really cool, no results yet
“we built a custom GPT where we've analyzed what's all the top performing Meta and Google copy and what's all our bottom performing Meta and Google copy.”
Unknownpaid-socialpaid-search
Sub Club by RevenueCat · 2026-03-09

ElevenLabs · AI voice and audio tools

Test ad formats with agencies, then hire motion designers to make variants in-house
Motion-design ads are the bulk of ads and work really well; no numbers
“normally actually you start with agencies. So we started with agencies, you're testing lots of different formats, you work out what fits, but then you want to bring it in-house”
Workedpaid-social
Sub Club by RevenueCat · 2026-03-09

ElevenLabs · AI voice and audio tools

Hire an in-house creator to make YouTube videos teaching the product
Chosen over AI avatars for quality; no results given
“we also have a in-house creator called Alec who has a YouTube channel who just shows how do you get the very best out of these tools?”
Unknowncontent
Sub Club by RevenueCat · 2026-03-09

ElevenLabs · AI voice and audio tools

Use AI to make ads for each audience, like podcasters or app makers
Described as the way to scale creative; no results given
“when I think about scaling creative in order to unlock, what you actually want to do is more segmentation.”
Unknownpaid-social
Sub Club by RevenueCat · 2026-03-09

ElevenLabs · AI voice and audio tools

Treat each ad channel separately and grow its spend 10-20% a week
Google search is still the biggest channel; no spend or return numbers
“we treat each channel as its own growth engine, and actually our biggest one still is Google and Google search.”
Workedpaid-searchlanding-page
Sub Club by RevenueCat · 2026-03-09

ElevenLabs · AI voice and audio tools

Drop the translation agency; have an LLM translate app text on every code change
Much cheaper and faster than the agency and paid tool it replaced
“we initially went down the route of you pay an expensive SaaS app for localization, you pay for an agency to then who have people to localize it.”
Workedlocalization
Sub Club by RevenueCat · 2026-03-09

ElevenLabs · AI voice and audio tools

Translate ads into other languages with AI dubbing and prompted copy
Guest says it gets fantastic results; no numbers
“once we've also localized the apps, you're then able to localize all the ads. There's stuff like our dubbing model, or again, just passing the copy with good prompts gets fantastic results.”
Workedlocalizationpaid-social
Sub Club by RevenueCat · 2026-03-09

ElevenLabs · AI voice and audio tools

Run holdout tests in each ad platform and discount reported sales by the results
Example: 500 reported conversions were only 200 incremental
“the important thing to do is to run the lift studies within the platform, which actually do an A/B test with holdout groups”
Unknownanalytics-attribution
Sub Club by RevenueCat · 2026-03-09

Numbers mentioned

SubjectMetricValueQuote
ElevenLabsad spend
On track to spend over $100M on paid ads by end of year (per host, from pre-show conversation)
USD 100M/year
projection
“You shared with me before the podcast that you're on track to spend over $100 million in paid ads by the end of the year.”
ElevenLabsteam size
AI creative producers (motion designers) making paid ad creative in-house
2 people“we have two people which have the job title, AI creative producers”
ElevenLabsgrowth rate
Target week-over-week spend/volume scaling per channel (Google search)
+10–20%/week
goal
“week over week, how do you scale it 10%, 20%”
ElevenLabsconversion rate
Illustrative lift-study example: platform reports 500 conversions, only 200 incremental (300 would have converted anyway)
40%
illustrative
“you were saying that 500 people converted. Actually, there was only an incremental 200 because 300 people converted anyway”
ElevenLabscount
Languages ads are to be localized into (70+)
70 languages
approximate
“it then localizes it into the 70 plus languages”