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.

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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

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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.

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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):

1. User answered a) Search → Google Shopping is primary
2. User answered b) Visual → Meta is primary
3. User answered c) Demo → TikTok is primary
4. User answered d) Not sure → infer from product type using the table above (mark as ⚠️ estimated, explain reasoning)
5. Always include retargeting (Meta or Google Display) if budget > $1,000/mo AND user has existing website traffic or email list
6. 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.

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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.

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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 |

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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.

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