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#

bash

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

Two Modes#

ModeWhen to UseInputOutputA — BuildStarting ads for the first timeProduct info + budget + marginsPlatform recommendation + budget split + campaign briefs + ad copyB — OptimizeRunning ads but want better resultsPer-platform ROAS/CPA dataCross-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#

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

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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?

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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#

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

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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:

InfoWhy It's NeededProduct price + cost/marginCalculate break-even ROAS and Max CPAMonthly ad budgetAllocate across platformsBuyer behavior typeDetermines which platform is primary (see below)Existing website traffic / email listDetermines if retargeting is viable

Mode B critical info:

InfoWhy It's NeededPer-platform spend + ROAS/CPAAudit each platform's performanceProfit marginCalculate break-even ROASCampaign durationNew 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:

text

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 MarginBreak-even ROASMeaning25%4.0xNeed $4 revenue per $1 ad spend just to break even33%3.0x50%2.0x60%1.67x75%1.33xHigher 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)#

PlatformAverage ROASTop QuartileBest ForGoogle Ads (Shopping)4.5x6x+High-intent buyers (they're already searching)Meta Ads (FB/IG)2.2x4-5xVisual products, impulse buys, retargeting (3.6x)TikTok Ads1.4x2x+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#

DetailHow to Get ItCritical?Product type and descriptionFrom user's prompt✅ YesSelling price (or AOV)Ask or infer✅ YesProduct cost / profit marginMust ask user✅ YesMonthly ad budgetMust ask user✅ YesBuyer behavior typeAsked in follow-up (see "How This Skill Collects Information")✅ YesStore platform (Shopify, WooCommerce, etc.)Ask or inferHelpfulExisting website traffic / email listAsked in follow-upHelpfulTarget market / geographyAsk or inferHelpful

Step A2: Calculate ROAS Framework#

text

📊 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 TypePrimary PlatformSecondaryWhyCommodities (people search for them)Google ShoppingMeta retargetingCapture existing demandVisual / lifestyle productsMeta AdsGoogle ShoppingCreate demand through imageryNovel / demo-driven productsTikTok AdsMeta Ads"Wow" factor drives discoveryHigh-ticket / considered purchasesGoogle SearchMeta retargetingResearch-heavy buyer journeyRepeat consumablesMeta + EmailGoogle BrandBuild 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 BudgetPurposeGoogle Shopping / PMax50-60%Capture high-intent buyersMeta Ads (prospecting)20-25%Create demand + build audiencesMeta/Google retargeting10-15%Convert visitors who didn't buyTesting (TikTok / new)5-10%Discover new channels

For visual/impulse products (Meta primary):

Channel% of BudgetPurposeMeta Ads (prospecting)45-55%Primary demand creationGoogle Shopping20-25%Capture search spilloverMeta/Google retargeting15-20%Highest ROAS channelTikTok Ads5-10%Discovery + younger audience

For demo/novelty products (TikTok primary):

Channel% of BudgetPurposeTikTok Ads40-50%Product discovery via videoMeta Ads20-30%Broader audience + retargetingGoogle Shopping10-20%Capture search from viral interestRetargeting10-15%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

ElementMax LengthNotesHeadline30 charactersWrite 3-5 headlines; Google rotates themLong headline90 charactersFor Performance Max / DisplayDescription90 charactersWrite 2-4 descriptionsDisplay path15 characters × 2e.g., /soy-candles/shop

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

Example:

text

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

ElementRecommendedMaxNotesPrimary text125 chars2,200First 125 visible before "See more"Headline40 chars255Below the image/videoDescription30 chars—Shows in some placements onlyImage1080×1080—Square for FeedStories/Reels1080×1920—Vertical 9:16Video length15-60s240 min15-30s performs best

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

Example:

text

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

ElementMax LengthNotesAd text / caption100 charactersKeep short — users scroll fastDisplay name40 charactersYour brand nameVideo9:16 vertical720×1280 minimumVideo length9-15 secondsSweet spot; max 60sSpark AdsN/ABoost 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:

text

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:

text

📸 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:

text

🎬 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#

DetailCritical?NotesPlatforms running✅ YesGoogle, Meta, TikTok, etc.Per-platform spend✅ YesMonthly or dailyPer-platform ROAS or CPA✅ YesThe core metricProduct profit margin✅ YesTo calculate break-evenCampaign durationHelpfulNew campaigns need 2-4 weeks before optimizationCTR and conversion ratesBonusDeeper performance analysisBest/worst performing audiencesBonusFor audience optimization

Step B2: Cross-Platform Audit#

Compare each platform against break-even and target ROAS:

PlatformSpendROASvs Break-evenvs TargetStatusActionGoogle Shopping$3,0004.5x✅ +3.2x✅ +2.0x🟢Scale budgetMeta Prospecting$1,2001.8x✅ +0.5x❌ -0.7x🟡Optimize audiencesMeta Retargeting$6005.2x✅ +3.9x✅ +2.7x🟢Scale budgetTikTok$8000.9x❌ -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#

text

# ✅ 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#

text

# ✅ 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.

bash

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.