Most people who run YouTube ads for roofing target consumers searching for “roof repair near me” or “best roofer in Atlanta.” That makes sense if you sell roofing services directly to homeowners. But we sell to roofing companies, not their customers, and that changes every targeting decision in the campaign.

We set up a YouTube ad campaign inside Google Ads to promote two podcast interviews recorded in person in Atlanta on the Local Service Spotlight channel. One features Brad Strawbridge of Capital City Roofing, who grew his company from zero to $3 million in year one and is targeting $10 million. The other features George Paladichuk of NaiL AI, who at 22 years old has scaled to over 100 clients serving roofing and home service companies. The campaign uses the Dollar a Day strategy to put these long-form interviews in front of roofing company owners, not roofing customers.

Here is exactly how we built it, step by step, from the Google Ads account you see in the screenshot above.

Why Google’s Default Roofing Audiences Fail for B2B

When you search for “roofing” in Google Ads audience segments, you get 37 results. Every single one targets consumers: Roofing Estimates, Roofing Services, Roof Materials, Roof Installation, Roof Maintenance Services. Google describes these segments as people interested in hiring professionals to repair or replace a roof.

That audience is a homeowner with a leak, not a roofing company owner looking to scale. If you select “Roofing Services” as your audience and run your ad, you burn your entire budget showing a 38-minute podcast interview about scaling a roofing business to people who just want someone to fix their gutter. The click-through rate collapses because the content does not match the intent.

This is the fundamental problem with B2B targeting on YouTube. The platform was designed for consumer advertising, and the pre-built audiences reflect that. We had to build our own.

The Three-Layer B2B Targeting Approach

To reach roofing company owners instead of roofing customers, we built a targeting strategy with three layers that work together to narrow the audience from millions of construction workers to the specific subset of people who run roofing businesses.

Layer 1: Construction Industry Detailed Demographics

Google Ads has a “Detailed demographics” category that identifies people based on their industry of employment. The “Construction Industry” segment has approximately 680 million users globally. This is broad, but it filters out consumers entirely. Everyone in this segment works in construction in some capacity. A homeowner searching for roof repair would not appear here. A roofing company owner would.

Layer 2: Custom Segment With B2B Intent Signals

Since Google does not offer a pre-built audience for “roofing company owners,” we created a custom segment called “Roofing Company Owners & Contractors” built around two types of signals.

The first type is interests and purchase intentions. We added ten search terms that a roofing company owner would Google but a homeowner never would: “roofing company marketing,” “roofing contractor software,” “roofing business growth,” “roofing leads generation,” “roofing CRM,” “how to scale a roofing company,” “roofing SEO,” “roofing digital marketing,” “roofing contractor business plan,” and “roofing company owner.” Every term assumes the searcher runs a roofing business. Nobody looking for a roof repair searches “roofing CRM.”

The second type is website browsing behavior. We added five URLs that roofing company owners visit regularly: roofingcontractor.com (the industry trade publication), nrca.net (National Roofing Contractors Association), jobnimbus.com (roofing project management software), acculynx.com (roofing CRM and estimating tool), and roofsnap.com (roof measurement software). Google uses these URLs to find people who browse similar websites, not just these exact domains. Someone who visits JobNimbus to manage their roofing projects is definitively a roofing contractor, not a consumer.

Layer 3: Geographic and Language Filters

We set the campaign to target the United States only and English language. Our content is in English and the roofing companies we want to work with are domestic. Brad’s story about scaling Capital City Roofing in Atlanta resonates with American roofers who face similar market conditions, insurance dynamics, and seasonal challenges.

The Content: Real Interviews, Not Ads

We are not running a 30-second commercial. We are boosting two long-form podcast interviews recorded in person in Atlanta on the Local Service Spotlight channel.

The first video is Brad Strawbridge explaining how he scaled Capital City Roofing to $10M in year two using AI and community, a 38-minute conversation where Brad breaks down his actual growth playbook. The second is George Paladichuk explaining how he built a 100+ client agency at 22, a 47-minute interview recorded during the same Atlanta trip where George, Dennis Yu, and Brad sat down together.

This is the Dollar a Day philosophy in action. You do not create ads. You create valuable content, then put a small budget behind it to reach the right people. A roofing company owner who sees a 38-minute interview with another roofing company owner talking about scaling to $10 million is not watching a commercial. He is watching a peer share hard-won lessons. That creates a fundamentally different relationship with the viewer than a traditional ad.

Both videos run as a single Responsive video ad inside one ad group, so Google’s algorithm tests which video performs better with which audience segments and optimizes delivery automatically. The ad formats include skippable in-stream (plays before or during other videos), in-feed (appears in YouTube search results and the home feed), and Shorts (reaches the growing mobile-first audience).

The Landing Page Matters as Much as the Targeting

We initially set the landing page to the BlitzMetrics homepage. That was wrong. A roofing company owner who just watched Brad Strawbridge talk about scaling to $10 million does not want to land on a generic marketing agency homepage. He wants to see more about Brad’s story and what we found when we audited his digital presence.

So we changed the Final URL to our article How Capital City Roofing Can Dominate Atlanta With AI, a detailed breakdown of the live SEO audit we did with Brad and his COO Edward. That article covers everything a roofing company owner cares about: Google Business Profile optimization, location service pages, site speed issues, building links through real industry relationships, and how AI agents can automate the content production process.

The display URL shows blitzmetrics.com/roofing/case-study, which immediately tells a roofer this content is relevant to them.

Budget and Bid Strategy

The campaign runs at $20 per day with a Target CPV (cost-per-view) bid of $0.10. Google’s estimates at campaign creation showed the actual CPV would likely land between $0.01 and $0.04, with weekly estimates of 3,500 to 9,700 TrueView views and 7,200 to 24,000 impressions. At the low end, that is 500 roofing professionals watching these interviews every day for the cost of a coffee.

Twenty dollars a day is $600 a month. If one roofing company becomes a client from watching these interviews, the ROI is enormous. And beyond direct conversions, every view builds Brad’s authority in the roofing industry, builds George Paladichuk’s reputation as the person who helps roofers with technology through NaiL AI, and builds our reputation as the team that knows how to do digital marketing for local service businesses.

The Multiplier Effect: Three Businesses, One Campaign

This campaign serves three businesses simultaneously with a single $20 daily budget.

For Brad Strawbridge and Capital City Roofing, every view builds his personal brand and authority in the roofing industry. Other roofers who watch Brad’s interview see a peer succeeding with AI and digital marketing, and some will want the same results for their own companies.

For George Paladichuk and NaiL AI, roofers who watch the interview learn about his platform for managing roofing companies and see a young entrepreneur who understands their industry. The SEO Tree we built for NaiL AI compounds the visibility from these ads with organic authority across roofing-related topics.

For BlitzMetrics and Local Service Spotlight, the campaign demonstrates exactly what we do: take real content from real interviews, put it in front of the right micro-targeted audience, and let the compound interest of consistent visibility do the rest.

One trip to Atlanta, two podcast interviews, one YouTube ad campaign, and three businesses growing simultaneously. The content does not expire. The targeting gets smarter as Google learns which roofers engage. And the authority compounds over time as more people in the roofing industry see Brad, George, and Dennis consistently showing up in their feed with valuable content.

How to Replicate This for Any B2B Vertical

This approach works for any industry where you want to reach business owners instead of their customers. The formula stays the same.

First, identify the detailed demographics segment that covers the industry (Construction, Healthcare, Finance, etc.). Second, build a custom segment using search terms that only business owners in that trade would use. Think about what software they use, what conferences they attend, what business challenges they Google at midnight. Third, add the industry-specific websites that only professionals visit: trade publications, industry associations, specialized software platforms, and professional forums.

For HVAC company owners, you would target people who search for “HVAC business management software” and visit ServiceTitan.com. For dental practice owners, target people searching “dental practice marketing” who browse dentaltown.com. For landscaping company owners, target people searching “landscaping business growth” who visit nalp.org. The principle is universal: find the search terms and websites that separate the business owner from the consumer, then build your custom segment around those signals.

Campaign Details at a Glance

Campaign name: Brad Strawbridge Capital City Roofing – Roofer Targeting
Campaign type: Video (YouTube reach, views, and engagements)
Budget: $20 per day, no end date
Bid strategy: Target CPV at $0.10 (estimated actual CPV $0.01–$0.04)
Location: United States
Language: English
Ad formats: Skippable in-stream, in-feed, and Shorts
Ad group: Brad Strawbridge Interview – Roofers
Targeting: Construction Industry detailed demographics plus custom “Roofing Company Owners & Contractors” segment
Videos: Brad Strawbridge scaling Capital City Roofing and George Paladichuk building a 100+ client agency
Landing page: blitzmetrics.com/capital-city-roofing-seo-atlanta-ai/
Call-to-action: “Learn more” with headline “Scale Your Roofing Company”

What We Did Step by Step

Here is the exact sequence of steps we took inside Google Ads to build this campaign from scratch.

We logged into the Google Ads account for the Local Service Spotlight channel (641-738-1937) and clicked Create to start a new campaign. We chose the “Awareness and consideration” marketing objective and selected Video as the campaign type, which gave us access to YouTube reach, views, and engagement formats.

We named the campaign “Brad Strawbridge Capital City Roofing – Roofer Targeting” so the campaign name itself documents the purpose and targeting strategy. We set the budget to $20 per day with no end date, chose Target CPV as the bid strategy at $0.10, and set networks to YouTube and Video partners on the Google Display Network.

For location targeting, we selected United States only with English as the language. We then created a single ad group called “Brad Strawbridge Interview – Roofers.” Inside that ad group, we added the Construction Industry detailed demographics segment as the first targeting layer.

Next, we built the custom segment. We went to Audiences, Keywords, and Content in the left navigation, clicked to create a new custom segment, and named it “Roofing Company Owners & Contractors.” We added the ten B2B search terms and five industry website URLs described above. Google estimated the combined audience size, and we applied the segment as an AND condition with the Construction Industry demographic so both layers had to match.

For the ad creative, we chose Responsive video ad format and added both YouTube video URLs for the Brad Strawbridge and George Paladichuk interviews. We set the Final URL to our Capital City Roofing SEO audit article, the display URL path to roofing/case-study, the headline to “Scale Your Roofing Company,” and the call-to-action to “Learn more.” We selected in-stream, in-feed, and Shorts as the ad formats.

We reviewed the campaign summary, confirmed all settings, and launched the campaign on April 5, 2026. The campaign status shows Enabled with all ads currently in review.

Next Steps and What to Watch

We will update this article with performance data as results come in, showing the actual cost per view, view rates, and engagement metrics from targeting roofing company owners rather than roofing consumers. That data will serve as the proof of concept for B2B micro-targeting on YouTube using the Dollar a Day methodology.

If you run a roofing company and want to see what Brad Strawbridge and George Paladichuk are doing to scale, read our detailed breakdown of Capital City Roofing’s digital presence. If you want to see how George is building topic authority for NaiL AI across the roofing industry, read the SEO Tree we built for NaiL AI. And if you want us to build a campaign like this for your business, reach out to BlitzMetrics and let us show you what a $20-a-day campaign can do for your brand.