Furniture and interiors retailer, Lagos. Showroom, website and WhatsApp. ₦3,600,000 a month on marketing.
Accounts reviewed, read-only
Meta Ads · Google Ads · Google Analytics 4 · Search Console · WhatsApp Business · Google Business Profile · sales spreadsheet
1
Summary
, here's what we found.
Weakest wallConvert31 out of 100
Leaking every month, from your own records₦863,000₦10,356,000 a year
Our estimates add₦2,055,000a month, labelled as estimates
Your weakest wall is Convert, scoring 31 out of 100. Your ads bring people in, and 38% of them message you between 7pm and 9am, when nobody replies until the shop opens.
The leaks we can show from your own records come to about ₦863,000 a month, or ₦10,356,000 a year. Our estimates add another ₦2,055,000 a month on top.
The three moves that matter most:
Answer WhatsApp between 7pm and 11pm. 38% of your enquiries arrive between 7pm and 9am and wait a median of 11h 30m for a reply.
Stop paying for ads that have sold nothing: boosted posts, an awareness campaign and Google searches from job seekers. That's ₦863,000 a month.
Fix the counting before you spend more. Meta reports almost five sales for every one in your records.
If nothing changes, ₦863,000 keeps leaking every month.
, Lead Strategist, Solomon Snobs
2
The Goals We Agreed
At our kickoff call on 2 June 2026, you told us that in 90 days you want:
Goal, in your words
Can it be measured today?
“I want to know which ads are bringing buyers, not just likes and messages.”
No A third of orders have no source, and both ad platforms over-count (section 5).
“We're losing people at night. Somebody should be answering.”
Partly Reply times are in WhatsApp Business, but chats aren't linked to orders.
“Get last year's customers buying again. They liked us, we just never called them back.”
No Past customers are in the sales sheet but nobody tracks repeat orders.
3
Your Four Walls
In a maze, the walls decide where people end up. Gaps let customers and money slip out. We scored each wall of your marketing from what we found inside your accounts.
Your four walls, scored out of 100
Your weakest wall is Convert. Your diagnostic pointed to Attract, and at the kickoff you told us you needed more ads. Inside your accounts, the ads are bringing people in. The replies are where they are lost.
When WhatsApp enquiries arrive, a month by hour of dayHow long they wait for a first reply, median by hour of arrival
9am to 7pm, shop open7pm to 9am
Measure
42/100
Can you see what is true?
Meta records a “purchase” every time someone taps the WhatsApp button on your product pages. Over the quarter it reported 336 purchases worth ₦134,400,000. Your sales sheet shows 69 Meta orders worth ₦32,085,000 (E-02, E-06).
Google Ads counts each WhatsApp tap twice, because two conversion tags fire on the same click (E-04).
57 of 174 orders (33%) have no source recorded, so a third of your sales cannot be credited to anything (E-06).
29% of website sessions in Google Analytics are “Unassigned”, mostly influencer and bio links with no tracking tags (E-03).
Convert
31/100
Do enquiries become customers?
Daytime WhatsApp enquiries get a first reply in a median of 18 minutes. Enquiries that arrive between 7pm and 9am wait 11h 30m, and they make up 38% of the total (E-07).
Quote requests from the website go to a mailbox nobody checks. 22% got no reply within 48 hours in May (E-08).
212 of 240 product pages say “DM for price”. Buyers who want a rough figure before they message have to leave the page to get it (E-09).
Product pages take 6.8 seconds to show their main image on a phone over 4G (E-09).
Retain
36/100
Do customers come back and bring others?
Your sales sheet holds 1,140 customers since 2023. None has been contacted after delivery (E-06).
Repeat orders run at about 3 a month, 5% of all orders (E-06).
You have 47 Google reviews at 4.3 stars. You have never asked a customer for one (E-11).
Attract
57/100
Does the money spent on reach come back?
Click-to-WhatsApp campaigns work. They brought all 69 recorded Meta orders at ₦64,000 each (E-05).
Boosted posts and an awareness campaign cost ₦620,000 a month and brought no recorded orders (E-05).
27% of Google spend went on searches from job seekers, wholesale buyers and people looking for a carpenter (E-04).
AI assistants named you in 3 of 16 answers to the questions your buyers ask (E-12).
4
Where the Money Is Leaking
Every leak below has evidence you can check in your own records, and we show how each figure was worked out. High confidence means the figure comes straight from your data. Medium means your data plus one stated assumption. Low is our informed estimate.
Monthly cost of each leak, biggest first
HighMediumLow
Leak
Evidence
How we worked it out
Cost a month
Confidence
Evening and night WhatsApp enquiries go cold243 WhatsApp enquiries a month (38%) arrive between 7pm and 9am. Their median wait for a first reply is 11h 30m, against 18 minutes in the day. They turn into orders at 3.9%; daytime enquiries turn at 10.1%.
E-07, E-06
243 enquiries × (10.1% − 3.9%) × 50% we expect to recover × ₦465,000 average order × 38% gross margin
₦1,331,000
MediumYour data, plus one assumption: half the gap can be closed.
Meta campaigns with no recorded ordersTwo boosted-post campaigns and one broad awareness campaign spent ₦1,860,000 over the quarter. None of the 174 orders in your sales sheet traces back to them.
E-05, E-06
Direct spend: ₦1,860,000 ÷ 3 months
₦620,000
HighStraight from your ad account and sales sheet.
Past customers never hear from you againYour sales sheet holds 1,140 customers since 2023. None has been contacted after delivery. Repeat orders run at about 3 a month.
E-06
1,140 customers × 0.5% buying again each month × ₦180,000 smaller follow-on order × 38%
₦390,000
LowOur informed estimate, based on follow-on orders in similar retailers.
Website quote requests nobody answersQuote-form emails go to a mailbox belonging to a former staff member. In May, 22% of the 85 requests had no reply within 48 hours.
MediumYour data, plus one assumption: unanswered requests would close like answered ones.
Google search spend on the wrong searches27% of Google Ads spend went on searches like “furniture job vacancy Lagos”, “plastic chairs wholesale” and “carpenter near me”.
E-04
Direct spend: 27% × ₦900,000 a month
₦243,000
HighStraight from your search terms report.
Total, high confidence
₦863,000
Total including estimates
₦2,918,000
Seen but Not Costed
Two problems are real but we can't put an honest naira figure on them yet, so they stay out of the totals. Hidden prices and slow product pages (Convert) and your absence from AI answers (Attract, section 6). Both are in the roadmap. Once the counting in section 5 is fixed, we can measure them.
5
What Your Numbers Really Say
Your ad platforms report about five times the sales your records show. Some budget decisions have been made on numbers that weren't real.
We set what Meta and Google claim beside your own sales sheet for 1 March to 31 May 2026.
Sales the platforms claim, against orders in your records, 1 March to 31 May
Platform saysYour records
Channel
Spend
Platform says
Your records say
Gap
Real cost per sale
Real return
Meta Ads
₦6,300,000
336 sales₦134,400,000
69 orders₦32,085,000
79% overstated
₦91,000
5.1×
Google Ads
₦2,700,000
192 conversionsno value set
33 orders₦15,345,000
83% overstated
₦82,000
5.7×
Real return is revenue from recorded orders divided by spend. On a 38% gross margin, both channels pay for themselves. The problem is that you can't see which campaigns do the paying.
Where your 174 orders came from, by your own records
WhatsApp chats labelled by the ad that started them
Confirmed orders sent back to Meta and Google
6
What AI Assistants Say About You
On 5 June 2026 we asked four AI assistants the questions your buyers ask, each in four phrasings. This is a snapshot from that day. AI answers change, and nobody can guarantee a mention.
3 of 16answers named you
named most often instead, in 11 of 16
47 vs 300+your Google reviews against the two stores named most
Question, as a buyer asks it
ChatGPT
Perplexity
Gemini
Google AI
Named instead
Best furniture store in Lekki
Not named
Not named
Named
Not named
,
Where can I buy a quality sofa in Lagos?
Not named
Not named
Not named
Not named
, ,
Custom bed frame makers in Lagos and their prices
Not named
Named
Not named
Not named
,
Furniture shops in Lagos that deliver and assemble
Not named
Not named
Not named
Named
, ,
The table shows the plainest phrasing of each question. Screenshots of all 16 answers are in E-12.
The one move that would change the most. The stores named instead of you publish their prices, delivery areas and assembly terms on a page any assistant can read, and they have hundreds of reviews. You have neither. Action A3 and the review requests in R1 fix both.
7
Budget Moves
Your current monthly spend by channel beside what each sale really costs, with what we'd move and why. Every reason can be checked in your own accounts.
Channel
Spend now
Real cost per sale
Recommended
Why
Meta, click-to-WhatsApp campaigns
₦1,480,000
₦64,000
₦1,600,000
Every recorded Meta order in the quarter came from these campaigns. Give the best performer more room once the counting is fixed (E-02, E-05).
Meta, boosted posts and awareness
₦620,000
No recorded orders
Pause
Three campaigns, ₦1,860,000 over the quarter, no order traced to any of them (E-05). Pause them.
Total a month
₦3,600,000
₦3,265,000
Down ₦335,000 a month
6 more budget moves, each with the reason behind it, are in the full sample.
In wall order: Measure first, then Convert and Retain, then Attract. Twelve actions, each with an owner and a written goal: metric, baseline, target, deadline. Day 1 is Monday 15 June 2026.
#
Action
Wall
Owner
Written goal
M1
Make Meta count confirmed orders only
Measure
Us
Meta-reported purchases per recorded order4.9 → 1.2 or lower · Day 21
M2
Add a required “source” field to the sales sheet and label every WhatsApp chat by where it came from
Measure
You
Orders with no known source33% → under 10% · Day 30
M3
Remove the duplicate Google tag and count qualified enquiries instead of button clicks
Measure
Us
Google conversions per recorded order5.8 → under 2.0 · Day 14
9 more actions, each with its owner and written goal, are in the full sample.
Spend held at ₦3,265,000 a month and evening cover live by week 5.
Enquiry-to-order rate
8.0%
8.8%
10.0%
After-hours enquiries close at half to two-thirds of the daytime rate.
These are targets and forecasts. We don't guarantee results, because nobody controls Google, Meta or your market. What we commit to is a written goal on every step.
9
Running It Yourself, or With Us
This plan is yours to keep, and it's written so your team, or anyone you choose, can follow it.
Your team can run these alone
These need specialist skills
Which actions your team can run alone, and which need specialist help, are in the full sample.
If you'd like us to run it, or part of it. Every Maze Map ends with what it would take for us to run the plan: the services that match the roadmap, a retainer for the first three months, and the written goal that stays on every step.
If you hire us within 30 days of your walkthrough, ₦500,000 comes off your first invoice. A retainer or a project both qualify, and any credit left after the first invoice carries over to the next.
10
What Happens Next
Thu 11 Jun 2026We walk through this plan together on a 60-minute call. Bring anyone who decides on marketing spend.
By Tue 16 JunYour read-only access is removed within 2 business days of the walkthrough unless you hire us, and we confirm it in writing.
Until Sat 11 JulThe ₦500,000 credit stays open.
Any timeQuestions to or WhatsApp .
, Lead Strategist Solomon Snobs Digital Limited (RC 6983089) · solomonsnobs.com
Evidence Index
Every finding in this plan points to one of these. Screenshots and exports sit in your client folder, and we take you through them on the walkthrough.
E-01
Kickoff call notes and agreed brief, 2 June 2026
E-02
Meta Events Manager, Purchase event: trigger and source URLs, 1 Mar to 31 May
E-03
Google Analytics 4, traffic acquisition by session source, same period
E-04
Google Ads conversion actions and search terms report, same period
E-05
Meta Ads Manager, campaign-level spend and results, same period
E-06
Sales spreadsheet export: order date, value and source only, 174 orders
E-07
WhatsApp Business: first-reply times for a sample of 300 chats, March to May
E-08
Website form entries and the mailbox they route to, May
E-09
PageSpeed Insights and a manual check of 240 product pages, 4 June
E-10
Influencer posts and links, March to May
E-11
Google Business Profile and the two most-named competitors, 5 June
E-12
AI assistant answers to 16 buyer questions, screenshots, 5 June
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