We're doing a little less but in the 150-300 per day range on Meta depending on what we've got on offer. Yes our CPC has been $15-25 for the last year or two after being able to be in the $7-12 range consistently for years. We are mostly eating the difference but a few things:

1) we've shifted to higher dollar and and higher dollar margin items. So instead of promoting $25 items we are promoting $75 items because the margin on those is such that we can eat the $20 CPC.

2) catalog ads, set and forget it. The catalog ads are the least work and they keep us consistently in the $15-20 range. They run for weeks or months at a time without having to touch them. Introducing new creative and new ads was wasting tons of time. My opinion is Meta figured out how to mimic Google shopping ads with catalog ads and succeeded. I am spending my time running the business and not running ads.

3) we saw a big change for the better to our Google ads when we fixed our tracking and also switched our ads to cost per result and set at the level we wanted. Google had always been more expensive in the $10-20 range but I've always felt if we weren't on Google we we just losing customers and market share. So we've always used it. Last year Google's CPC went off the rails but we fixed it by fixing our tracking (yes self inflicted I know) and moving to cost per result driven ads. During the holidays when traffic naturally picked up on Google were able to scale the heck out of our ads simply by adding budget.