ElevenLabs

Scaling Paid Search Globally

AI audio company expanding acquisition efficiency across borders

MAVAN partnered with ElevenLabs to rapidly and profitably scale their Search marketing efforts, transforming initial experiments into a robust and highly efficient acquisition channel across Google and Bing.

Acquisition

Data

Creative

Lifecycle

Strategy

Key Performance Metrics

1000%

ad spend growth at target ROAS

>90%

top impression share achieved globally

592%

network ROAS in T3 markets

What we did:

Global Search & PMax Expansion: Efficiently scaled paid acquisition from below $100k to above $400k monthly while maintaining ROAS in their payback target. Replicated high-performing U.S. Search and PMax structures across Tier 1–3 international markets, achieving ROAS of up to 592% in T3 regions and unlocking new profitable geographies.
Performance Measurement & Optimization: Implemented tROAS bidding globally, driving more granular control over campaign profitability by market and product. Established improved attribution logic and incrementality measurement to ensure higher data confidence and enable faster scaling decisions.
Creative Testing & Experimentation: Introduced a recurring creative refresh framework to combat CTR fatigue and improve top-of-funnel efficiency. Testing included new TTS concept ads, influencer-style visuals, and lightweight UGC content. Performance monitoring identified direct-response assets as the next phase priority for Meta and YouTube relaunches.

Impact:

Scaled monthly ad spend from over 1,000%, while maintaining strong ROAS within their payback target.
International expansion success:
- CAN: 114% Network ROAS
- UK: 129% Network ROAS
- Tier 3 markets: up to 592% ROAS
Branded search dominance: >90% Top Impression Share achieved globally

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