Hey there!
First you need to see how much you need to buy, and when you do 10 x 12 = 120.
So you need at least 120 feet to cover the wall.
Now you have to factor in the wall, when you do 3 x 3 (B x H) = 9.
Now do, 120 - 9 = 111.
So you need 111 square feet to cover the wall.
Hope this helps!