Lettuce 用 ElevenLabs Ads Engine 将广告制作周期从一周多缩短至一分钟内

Lettuce’s growth team uses Ads Engine in ElevenCreative to pull its best-performing Meta ads, generate new versions in under a minute, and push them back to market.

Results:

• Roughly 75% lower creative costs
• 40% to 60% lower cost per lead compared with other creative running in similar periods
• Current top-performing Meta ad built in Ads Engine

Lettuce is a fintech platform for businesses-of-one, combining accounting, taxes, health benefits, and retirement in one place. Meta is its most creative-intensive acquisition channel, and almost every ad Lettuce runs there now comes out of Ads Engine, a product in ElevenCreative that connects to advertising platforms to localize existing ads and generate new variants.

"We take a top-performing ad that we've tested in English or Spanish, redub it across other languages with ElevenLabs, and those ads become winners as well pretty quickly."

-  Danny McCullough, Head of Performance Marketing at Lettuce

Why creative volume matters on Meta

On Meta, most of the targeting work now happens inside the platform. Advertisers set a budget and a goal, and Meta’s delivery system decides who sees each ad. Creative is the main input a growth team still controls, and the system finds the right audience faster when it has more variations to learn from. For most teams, the number of variations they can test has been capped by production, since every new version needs a brief, a designer, and a week or more of turnaround.

From campaign briefs to prompts

Before Ads Engine, every new Meta ad at Lettuce began with a campaign brief. McCullough wrote the brief, and the creative director came back with execution ideas. At best, it took over a week to get a finished ad. At larger companies, he has seen the same process take a month. Changing a live ad meant going back through the creative director, which added at least another week.

Ads Engine connects to Lettuce's Meta account and pulls in the ads that are already running. Anyone on the team can describe a new ad or make a change to an existing one in a prompt, and the creative comes back in about 45 seconds. The creative director and a performance marketer review each ad before it runs, and that sign-off is now the only step between an idea and a live ad.

The creative team still controls what ships. Its original assets are the starting point for every version Ads Engine generates, and the team approves every ad for brand consistency. The time it used to spend producing variants now goes to deciding which ideas to test and which ads are ready to run.

"The previous process was: I'd write a campaign brief for our creative director, who would take what I'm trying to get at and come up with ideas for how to execute it. Now we just go: prompt, back into Ads Engine, good to go. The cost is 45 seconds and some generation credits. I'd pay that every day."

-  Danny McCullough, Head of Performance Marketing at Lettuce

Every winning ad becomes the next test

Ads Engine pulls live creative from Meta and pushes finished ads back, so Lettuce runs its entire iteration cycle in one place.

"I cannot emphasize how helpful that is. I don't have to go to any other app. I pull creative down, modify it, and push it back. So much of the friction in my role is moving between systems, and that friction is just gone."

-  Danny McCullough, Head of Performance Marketing at Lettuce

The team uses that loop to decide what to make next. It takes the ads Meta is putting spend behind and builds variants to test against them, so the team starts each new round from the latest winner instead of waiting for the next campaign cycle. Lettuce’s current top-performing ad on Meta came out of that process, somewhere between the 15th and 20th iteration of an original asset from the creative team.

What changes when production stops being the constraint

For most of the history of performance marketing, the number of ads a team could test was set by how many it could produce. Creative teams spent most of their time on execution, and testing moved in campaign cycles measured in weeks.

At Lettuce, iteration now happens at the level of the individual ad. Each winner feeds the next round of tests as soon as the spend data comes in. McCullough says a few hundred dollars is enough to get a read on a new idea, and a hundred iterations now fit into a week instead of a year. The creative team spends its time on the decisions that need human judgment: which ideas to pursue, how the brand should look, and which ads are ready to run. A small growth team can now test at a volume that used to require an agency.

McCullough estimates that the switch cut Lettuce's creative costs by roughly 75%, and that ads created in Ads Engine have lowered cost per lead by 40% to 60% compared with other creative running in similar periods. He says Lettuce spent a year trying to make Meta work as a channel and has made the most progress since adopting Ads Engine.