E-Commerce PPC Strategy Planner 📊

Plan your cross-platform advertising strategy: which platforms to use, how much to spend on each, and what campaigns to run. Generates actionable briefs for Google Ads, Meta Ads, and TikTok Ads — with ad copy and creative direction included.

Installation

npx skills add nexscope-ai/eCommerce-Skills --skill ecommerce-ppc-strategy-planner -g

Two Modes

Mode	When to Use	Input	Output
A — Build	Starting ads for the first time	Product info + budget + margins	Platform recommendation + budget split + campaign briefs + ad copy
B — Optimize	Running ads but want better results	Per-platform ROAS/CPA data	Cross-platform audit + budget reallocation + optimization actions

Capabilities

ROAS financial framework: Calculate break-even ROAS, target ROAS, and max CPA from product margins — the foundation for all platform decisions
Platform recommendation: Match your product type to the right ad channels (search-intent → Google, visual/impulse → Meta, demo/novelty → TikTok)
Cross-platform budget allocation: Split budget across channels based on expected ROAS and funnel stage
Google Ads brief: Shopping, Search, and Performance Max campaign structures with keyword direction
Meta Ads brief: Audience targeting, ad set structure, and creative hooks for Facebook + Instagram
TikTok Ads brief: Video hook concepts, Spark Ads strategy, and audience targeting
Ad copy generation: Headlines, descriptions, and CTAs for each platform
Creative brief: Image/video specs, style direction, hook angles (not actual image/video creation)
Cross-platform audit: Compare ROAS/CPA across channels and identify where to shift budget

Usage Examples

Mode A — Build New Strategy

I sell handmade candles on Shopify. Price $34, cost $8. Monthly ad budget $2,000. Help me plan which platforms to advertise on.

I'm launching a fitness resistance band set, $29.99, 60% margin. $5,000/month budget. Where should I advertise and how much on each platform?

I have a Shopify store selling pet accessories. Best sellers are dog bandanas ($15) and cat toys ($12). $1,000/month to start. What's my ad strategy?

Mode B — Optimize Existing

Running Google Shopping (ROAS 3.2x, $3,000/mo) and Facebook ($1,800/mo, ROAS 1.4x). Margin is 45%. Should I shift budget?

My TikTok ads get tons of views but barely convert. Google Shopping is profitable. Total budget $4,000/month. Help me optimize.

How This Skill Collects Information

Step 1: Extract from the prompt. Parse product type, price, margins, budget, platforms mentioned, ROAS data, store type.

Step 2: Identify gaps. Compare against what's needed:

Mode A critical info:

Info	Why It's Needed
Product price + cost/margin	Calculate break-even ROAS and Max CPA
Monthly ad budget	Allocate across platforms
Buyer behavior type	Determines which platform is primary (see below)
Existing website traffic / email list	Determines if retargeting is viable

Mode B critical info:

Info	Why It's Needed
Per-platform spend + ROAS/CPA	Audit each platform's performance
Profit margin	Calculate break-even ROAS
Campaign duration	New campaigns need 2-4 weeks before optimization

Step 3: One follow-up. Ask only for missing critical items. Always include the buyer behavior question for Mode A:

Mode A example:
"Nice — handmade candles at $34 with $2,000/month budget. To plan your 
strategy, I need a few things:

  1. Your product cost per unit (to calculate break-even ROAS)
  2. How do customers typically find products like yours?
     a) They search for it (e.g., 'soy candles') — they know what they want
     b) They discover it visually — they see it and want it (lifestyle, fashion, decor)
     c) They need to see it in action — demo/video is what sells it
     d) Not sure — I'll analyze and recommend
  3. Do you have existing website traffic or an email list?
     (This affects whether retargeting is viable from day one)"

Mode B example:
"Got it — Google and Facebook running. To audit properly:
  1. Your product margin (or cost + price, I'll calculate)
  2. How long have these campaigns been running? (New campaigns 
     need 2-4 weeks before optimization)"

The buyer behavior answer directly determines platform selection:

a) Search → Google Shopping / Search is primary
b) Visual → Meta Ads (Facebook / Instagram) is primary
c) Demo → TikTok Ads is primary
d) Not sure → Infer from product type, mark as ⚠️ estimated

Step 4: Use estimates when stuck. Don't block on missing data — use category benchmarks, but:

Mark every estimate clearly in the output with ⚠️ (e.g., "⚠️ Estimated: conversion rate 2.5% based on home decor category average")
Explain what better data would change (e.g., "If you can share your actual Shopify conversion rate, I can recalculate the ROAS target and budget split more accurately")
List what to provide next time at the end of the report for more precise results

Key Concepts

ROAS (Return on Ad Spend)

The universal metric across all platforms. ROAS = Revenue ÷ Ad Spend. A 4:1 ROAS means $4 revenue for every $1 spent.

Break-even ROAS

The minimum ROAS needed to not lose money: Break-even ROAS = 1 ÷ Profit Margin

Profit Margin	Break-even ROAS	Meaning
25%	4.0x	Need $4 revenue per $1 ad spend just to break even
33%	3.0x
50%	2.0x
60%	1.67x
75%	1.33x	Higher margin = more room for ad spend

Target ROAS

Break-even ROAS + profit buffer. Typically 1.5-2x the break-even ROAS for sustainable growth.

Platform ROAS Benchmarks (2025-2026)

Platform	Average ROAS	Top Quartile	Best For
Google Ads (Shopping)	4.5x	6x+	High-intent buyers (they're already searching)
Meta Ads (FB/IG)	2.2x	4-5x	Visual products, impulse buys, retargeting (3.6x)
TikTok Ads	1.4x	2x+	Product discovery, demo-driven, younger audiences

Industry-wide ecommerce average: 2.87x

Max CPA (Cost per Acquisition)

Maximum you can pay to acquire one customer: Max CPA = Average Order Value × Profit Margin. Example: $34 product × 50% margin = $17 max CPA.

Mode A Workflow — Build Strategy

Step A1: Collect Product Info

Detail	How to Get It	Critical?
Product type and description	From user's prompt	✅ Yes
Selling price (or AOV)	Ask or infer	✅ Yes
Product cost / profit margin	Must ask user	✅ Yes
Monthly ad budget	Must ask user	✅ Yes
Buyer behavior type	Asked in follow-up (see "How This Skill Collects Information")	✅ Yes
Store platform (Shopify, WooCommerce, etc.)	Ask or infer	Helpful
Existing website traffic / email list	Asked in follow-up	Helpful
Target market / geography	Ask or infer	Helpful

Step A2: Calculate ROAS Framework

📊 CROSS-PLATFORM FINANCIAL FRAMEWORK

Product Price (AOV):     $34.00
Product Cost:            $8.00
Profit Margin:           76.5%

Break-even ROAS:         1.31x ($1 ad spend must generate $1.31 revenue)
Target ROAS:             2.5x (maintains ~36% profit after ads)
Max CPA:                 $26.01 (max cost to acquire one sale)

Monthly Ad Budget:       $2,000
At Target ROAS (2.5x):   $5,000 expected monthly ad revenue
At Break-even (1.31x):   $2,620 minimum monthly ad revenue

Step A3: Recommend Platform Mix

Match the product to the right platforms based on product characteristics:

Product Type	Primary Platform	Secondary	Why
Commodities (people search for them)	Google Shopping	Meta retargeting	Capture existing demand
Visual / lifestyle products	Meta Ads	Google Shopping	Create demand through imagery
Novel / demo-driven products	TikTok Ads	Meta Ads	"Wow" factor drives discovery
High-ticket / considered purchases	Google Search	Meta retargeting	Research-heavy buyer journey
Repeat consumables	Meta + Email	Google Brand	Build loyalty, retarget buyers

Platform selection logic (based on buyer behavior answer from follow-up):

User answered a) Search → Google Shopping is primary
User answered b) Visual → Meta is primary
User answered c) Demo → TikTok is primary
User answered d) Not sure → infer from product type using the table above (mark as ⚠️ estimated, explain reasoning)
Always include retargeting (Meta or Google Display) if budget > $1,000/mo AND user has existing website traffic or email list
If budget < $1,000/mo → pick ONE primary platform only, don't spread thin

Step A4: Allocate Budget Across Platforms

Use this framework, adjusted for product type:

For search-intent products (Google primary):

Channel	% of Budget	Purpose
Google Shopping / PMax	50-60%	Capture high-intent buyers
Meta Ads (prospecting)	20-25%	Create demand + build audiences
Meta/Google retargeting	10-15%	Convert visitors who didn't buy
Testing (TikTok / new)	5-10%	Discover new channels

For visual/impulse products (Meta primary):

Channel	% of Budget	Purpose
Meta Ads (prospecting)	45-55%	Primary demand creation
Google Shopping	20-25%	Capture search spillover
Meta/Google retargeting	15-20%	Highest ROAS channel
TikTok Ads	5-10%	Discovery + younger audience

For demo/novelty products (TikTok primary):

Channel	% of Budget	Purpose
TikTok Ads	40-50%	Product discovery via video
Meta Ads	20-30%	Broader audience + retargeting
Google Shopping	10-20%	Capture search from viral interest
Retargeting	10-15%	Convert viewers who didn't buy

Step A5: Generate Platform Briefs

For each recommended platform, output a campaign brief:

Google Ads Brief:

Campaign type recommendation (Shopping, Search, Performance Max)
Keyword themes (not full keyword list — that's for google-ads-ecommerce skill)
Bidding strategy recommendation (Target ROAS, Maximize Conversions)
Daily budget
Key settings (location targeting, device bids, scheduling)

Meta Ads Brief:

Campaign objective (Sales, Traffic, Engagement)
Audience targeting: demographics, interests, behaviors, lookalikes
Ad set structure (how many ad sets, what audiences)
Placement recommendations (Feed, Stories, Reels)
Daily budget per ad set

TikTok Ads Brief:

Campaign objective (Conversions, Traffic)
Targeting: demographics, interests, behaviors
Spark Ads vs In-Feed vs TopView recommendation
Content style recommendation (UGC, product demo, before/after)
Daily budget

Step A6: Generate Ad Copy and Creative Direction

For each platform, generate 3 ad copy variations AND a creative brief using these specs:

Google Ads Copy Specs

Element	Max Length	Notes
Headline	30 characters	Write 3-5 headlines; Google rotates them
Long headline	90 characters	For Performance Max / Display
Description	90 characters	Write 2-4 descriptions
Display path	15 characters × 2	e.g., /soy-candles/shop

CTA: Chosen from Google's preset list (Shop Now, Learn More, Get Offer, Sign Up).

Example:

Headline 1: Handmade Soy Candles – $34    (30 chars)
Headline 2: 60+ Hour Clean Burn            (22 chars)
Headline 3: Free Shipping Over $50         (25 chars)
Description 1: Hand-poured soy candles with natural essential oils. Clean burn, long-lasting fragrance. Shop now.  (90 chars)
Description 2: Eco-friendly candles perfect for gifts or self-care. Made in small batches with premium soy wax.    (90 chars)

Meta Ads (Facebook / Instagram) Copy Specs

Element	Recommended	Max	Notes
Primary text	125 chars	2,200	First 125 visible before "See more"
Headline	40 chars	255	Below the image/video
Description	30 chars	—	Shows in some placements only
Image	1080×1080	—	Square for Feed
Stories/Reels	1080×1920	—	Vertical 9:16
Video length	15-60s	240 min	15-30s performs best

CTA: Shop Now, Learn More, Get Offer, Sign Up, Order Now.

Example:

Primary text: Your evening ritual, upgraded. Hand-poured soy candles that fill your space with natural fragrance for 60+ hours. 🕯️
Headline: Shop Handmade Soy Candles
Description: From $34 · Free Shipping
CTA: Shop Now

TikTok Ads Copy Specs

Element	Max Length	Notes
Ad text / caption	100 characters	Keep short — users scroll fast
Display name	40 characters	Your brand name
Video	9:16 vertical	720×1280 minimum
Video length	9-15 seconds	Sweet spot; max 60s
Spark Ads	N/A	Boost existing organic posts — no separate copy needed

CTA: Shop Now, Learn More, Download, Contact Us.

Hook rule: First 2-3 seconds must grab attention. Start with motion, a question, or a surprising visual — never a logo or slow intro.

Example:

Hook (0-3s): [Close-up of match striking, candle being lit in cozy room]
Caption: The only candle that lasts 60+ hours 🕯️ #soycandle #cozyvibes
CTA: Shop Now

Creative Brief (all platforms)

For each platform, also provide:

Visual style direction: lifestyle, product-only, UGC, comparison, or before/after
Video hook concept: What happens in the first 3 seconds (the make-or-break moment)
Key messages: 2-3 bullet points the creative must communicate
What NOT to do: Common mistakes for this product type (e.g., "Don't use stock photos for a handmade product")

Creative Asset Prompts

Generate ready-to-use prompts that users can take directly to a designer or AI image tool (Midjourney, DALL-E, Flux, etc.):

For each recommended platform, provide 2-3 image prompts:

📸 AI Image Prompt (Product Shot):
"[Product] on [surface/background], [lighting style], [camera angle], 
[mood/aesthetic], commercial product photography, [aspect ratio]"

📸 AI Image Prompt (Lifestyle):
"[Scene description with product in context], [lighting], [color palette], 
[mood], editorial photography style, [aspect ratio]"

📸 AI Image Prompt (Ad Creative):
"[Scene] with space for text overlay on [top/bottom/left], 
[style], [dimensions for platform]"

For video ads, provide a shot list:

🎬 Video Shot List (15s):
0-3s: [Hook — what grabs attention]
3-8s: [Product showcase — key features/benefits]
8-12s: [Social proof or lifestyle context]
12-15s: [CTA — clear next step + end card]

For designer briefs, include:

Deliverables: exact sizes and quantities needed per platform
Reference mood/style (e.g., "Aesop-style minimalist" or "Glossier-style friendly")
Brand colors and fonts (if user provides them)
What assets the designer should deliver (PSD, PNG, video files)

This section ensures the user can immediately act on the strategy — either by generating visuals with AI tools or briefing a designer/photographer.

Step A7: Generate Complete Strategy

Compile Steps A1-A6 into the Mode A Output template below.

Mode B Workflow — Optimize Existing

Step B1: Collect Platform Data

Detail	Critical?	Notes
Platforms running	✅ Yes	Google, Meta, TikTok, etc.
Per-platform spend	✅ Yes	Monthly or daily
Per-platform ROAS or CPA	✅ Yes	The core metric
Product profit margin	✅ Yes	To calculate break-even
Campaign duration	Helpful	New campaigns need 2-4 weeks before optimization
CTR and conversion rates	Bonus	Deeper performance analysis
Best/worst performing audiences	Bonus	For audience optimization

Step B2: Cross-Platform Audit

Compare each platform against break-even and target ROAS:

Platform	Spend	ROAS	vs Break-even	vs Target	Status	Action
Google Shopping	$3,000	4.5x	✅ +3.2x	✅ +2.0x	🟢	Scale budget
Meta Prospecting	$1,200	1.8x	✅ +0.5x	❌ -0.7x	🟡	Optimize audiences
Meta Retargeting	$600	5.2x	✅ +3.9x	✅ +2.7x	🟢	Scale budget
TikTok	$800	0.9x	❌ -0.4x	❌ -1.6x	🔴	Cut or restructure

Step B3: Budget Reallocation

Shift money from underperformers to winners:

🟢 Platforms beating target ROAS → increase budget 20-30%
🟡 Platforms between break-even and target → optimize before scaling
🔴 Platforms below break-even → cut budget 50% or pause

Step B4: Per-Platform Optimization

For each underperforming platform, provide specific actions:

Google: keyword negative list, bidding strategy change, campaign type switch
Meta: audience refinement, creative refresh, placement optimization, lookalike expansion
TikTok: creative hook changes, targeting adjustments, Spark Ads pivot

Step B5: Generate Optimization Plan

Compile into the Mode B Output template below with prioritized actions and timeline.

Output Formats

Mode A Output — Multi-Platform Strategy

# ✅ E-Commerce PPC Strategy — Ready to Implement

## Financial Framework
Product: [name] | Price: $XX | Margin: XX%
Break-even ROAS: X.Xx | Target ROAS: X.Xx | Max CPA: $XX
Monthly Budget: $X,XXX

## Platform Mix
[Visual showing recommended platforms and % allocation]

## Platform 1: [Google Ads / Meta / TikTok]
  Budget: $XXX/month (XX%)
  Campaign Type: [type]
  Targeting: [audiences / keywords]
  Bidding: [strategy]

  Ad Copy (3 variations):
    V1: [headline] | [description] | [CTA]
    V2: ...
    V3: ...

  Creative Brief:
    Format: [dimensions + type]
    Style: [lifestyle / UGC / product demo / comparison]
    Hook: [first 3 seconds concept for video, or key visual for static]
    Key Messages: [2-3 bullet points]

  Creative Asset Prompts:
    📸 Product Shot: "[AI image prompt ready to paste into Midjourney/DALL-E]"
    📸 Lifestyle: "[AI image prompt for lifestyle scene]"
    📸 Ad Creative: "[AI image prompt with text overlay space]"
    🎬 Video (15s):
      0-3s: [Hook]
      3-8s: [Product showcase]
      8-12s: [Social proof / lifestyle]
      12-15s: [CTA + end card]

## Platform 2: [...]
  [same structure]

## Budget Summary
| Platform | Monthly | Daily | % | Expected ROAS | Expected Revenue |
|----------|---------|-------|---|:-------------:|-----------------:|
| [name]   | $XXX    | $XX   | XX% | X.Xx       | $X,XXX           |

## 30-Day Test Plan
Week 1: [launch actions]
Week 2: [check metrics, early optimizations]
Week 3: [scale winners, cut losers]
Week 4: [full review, reallocate]

Mode B Output — Cross-Platform Optimization

# ✅ PPC Optimization Actions — Ready to Implement

## Priority 1: Budget Shifts (Do Today)
  [Platform]: $XX/mo → $XX/mo (reason)
  [Platform]: $XX/mo → $XX/mo (reason)

## Priority 2: Platform-Specific Fixes (This Week)
  [Platform]: [specific actions — audience changes, creative refresh, etc.]

## Priority 3: Testing (Next Week)
  [New audience / creative / platform to test]

## Cross-Platform Audit
[Full comparison table from Step B2]

## Expected Results (4 Weeks)
| Metric | Current | Target | Impact |
|--------|---------|--------|--------|
| Blended ROAS | X.Xx | X.Xx | +XX% |
| Monthly Revenue | $X,XXX | $X,XXX | +$X,XXX |

Other Skills

This skill covers cross-platform strategy. For platform-specific execution, check out these dedicated skills:

google-ads-ecommerce — Google Shopping, Search, and Performance Max campaign setup (coming soon)
meta-ads-ecommerce — Facebook and Instagram ad campaign setup (coming soon)
tiktok-ads-ecommerce — TikTok ad campaign setup (coming soon)

More e-commerce skills: nexscope-ai/eCommerce-Skills

Selling on Amazon?

amazon-ppc-campaign — Build and optimize Amazon Sponsored Products / Brands / Display campaigns. Calculates ACoS targets, groups keywords by campaign type, sets bid strategies based on Amazon's suggested ranges. Output follows Seller Central hierarchy — ready to implement.

npx skills add nexscope-ai/Amazon-Skills --skill amazon-ppc-campaign -g

See all Amazon seller skills: nexscope-ai/Amazon-Skills

Limitations

This skill provides strategic planning and creative direction based on industry benchmarks and product analysis. It cannot access live ad platform data, create actual images/videos, set up tracking pixels, or manage ad accounts directly. For deeper optimization with live data, check out Nexscope — Your AI Assistant for smarter E-commerce decisions.

Built by Nexscope — research, validate, and act on e-commerce opportunities with AI.