NE10 Vodka is a UK flavoured vodka brand. I took over their Meta ads in October 2025 with one job: bring in customers at a cost that made sense, then make the most of the biggest trading weeks of the year. This is the media buying behind it.
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Return on ad spend, 21 November to 1 December
4.6x
Purchases, 37 up to 169
-70%
Cost per purchase
+36%
Spend
Meta Ads Manager. 21 November to 1 December 2025, compared with the 11 days before (10 to 20 November). 7-day click, 1-day view attribution.
The 11 days before the Black Friday offers went live, against the 11 days from launch to Cyber Monday.
The ad account reports in US dollars.
Everything ran through a single sales campaign with the budget set at campaign level. That let Meta move money to whatever was winning on the day, instead of me splitting it by hand and guessing.
Each ad set held one idea: a batch of new creative, a two-bottle duo offer, and later the Black Friday offers. When something worked, we knew exactly which offer it was.
I narrowed spend towards NE10's most popular, lowest-barrier bottles, so a first-time buyer had less to think about. In the first month the account drove 120 purchases at 3.6x return on ad spend.
The Black Friday offers launched on 21 November, a full week before Black Friday itself. By the time demand peaked, Meta already had a week of data on which offers and which bottles people were buying.
Two hero-product Black Friday ads took 85% of the spend and drove 85% of the purchases. I didn't force money back into the others. When Meta piles budget into one ad, that's a signal it has found something, and over Black Friday it was right.
The top five ads, 21 November to 1 December 2025.
The best single ad bought a customer for $5.73. Across October and November, monthly purchases doubled from 120 to 241 while spend went up 36%.
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