“we actually view yes we have the top down view but we're mainly thinking bottoms up and so we treat each channel as its own growth engine and actually our biggest one still is Google and Google search and so what we're doing is like that we're obsessed of okay how do we make really great ad copy how do we localize it to all the geos how do we have really high converting landing pages”

Treat each paid channel as its own bottoms-up growth engine with a specific bottleneck

Rather than allocating a $100M budget top-down across channels, ElevenLabs treats each channel as a standalone business with its own optimization loop. Google gets obsessive attention on copy, geo localization, and landing page CVR; Meta gets high creative volume plus quality control. The question is never 'what percentage goes to channel X' but 'what is the next specific bottleneck limiting this channel's 20% week-over-week growth?'