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
Workedpaid-searchlanding-pagelocalization
What they did
Budget is mainly bottom-up: each channel is its own growth engine. For Google search (biggest channel): strong ad copy, localized to all geos, high-converting landing pages, then scale 10-20% week over week. At each step ask what the next bottleneck is: first funnel optimization, then localization, and so on. Meta handled similarly with quantity plus quality of creative.
What happened
Google search remains ElevenLabs' biggest paid channel.
- Stage
- scale
In their words
Sub Club by RevenueCat · How ElevenLabs Turns Feature Launches Into a Growth Engine – Luke Harries“we treat each channel as its own growth engine, and actually our biggest one still is Google and Google search.”
“We think bottom's up, what's that next bottleneck for us to scale another 20% week on week, month on month?”
Related topics
Get tactics like this every Monday
New tactics from the week's founder interviews, each linked to where it was said.
More from ElevenLabs
All 16 ElevenLabs tactics- Launch about once a month to earn press, then buy the brand searches it createsBelieved to lower CPA/CPI and compound across launches; never measured
- Build separate apps for separate uses, each with its own brandWorked twice so far, per the speaker
- Run the company as 10-12 small teams that each own design, build and growthSpeakers credit it for shipping speed; no numbers
- Write the launch Twitter thread first, then turn it into a video
- Hire a creator on staff to film short videos for launches
- Hire engineers who build side projects, judged by their public GitHub
More from this episode
- ElevenLabs: Turn every feature launch into a video, thread, landing page and fresh adsCalled the heartbeat of growth; no numbers given
- ElevenLabs: Feed your best and worst ad copy into a custom GPT that writes new adsNewly built; guest calls it really cool, no results yet
- ElevenLabs: Test ad formats with agencies, then hire motion designers to make variants in-houseMotion-design ads are the bulk of ads and work really well; no numbers
- ElevenLabs: Hire an in-house creator to make YouTube videos teaching the productChosen over AI avatars for quality; no results given
- ElevenLabs: Use AI to make ads for each audience, like podcasters or app makersDescribed as the way to scale creative; no results given
- ElevenLabs: Drop the translation agency; have an LLM translate app text on every code changeMuch cheaper and faster than the agency and paid tool it replaced
- ElevenLabs: Translate ads into other languages with AI dubbing and prompted copyGuest says it gets fantastic results; no numbers
- ElevenLabs: Run holdout tests in each ad platform and discount reported sales by the resultsExample: 500 reported conversions were only 200 incremental