At 11:47 pm, Shehan sees your Instagram ad for a sofa. It is almost suspiciously perfect for his living room. He taps through to WhatsApp and asks, “Hi, is this available in beige? And how much is delivery to Nugegoda?” Your ad has done its job. The targeting and creative worked. Then your lead response time begins. And the message sits there. At 2:36 pm the next day, someone replies: “Hi, how can we help you?” By then, Shehan had bought a sofa from the business that replied before breakfast....