Running ads feels risky for many small businesses—but it doesn’t have to. In today’s episode of Small Business, Big Engine, I sit down with Paul Parnell, founder of Level Up Roofer Marketing (and Heat Vision Media). Paul helps roofing and home service businesses move beyond wasted ad spend by focusing on smart funnels, real lead qualification, and operational scaling. He also talks about how he blends his film and media background into marketing, and how he builds businesses around his family mission.
What We Cover
- Why Paul chose roofing as a niche, and how he expanded into related home services
- How his ad strategy includes weekly optimizations, negative keyword pruning, lead qualification, and appointment booking
- His proprietary tool Job Rescue AI that captures website visitors who don’t fill out forms
- The metric “Profit Per Sales Hour” and how he uses it to compare lead sources
- When ads don’t work — issues like low average order value or insufficient ad budget
- How he builds his team using contractors and partners
- How he markets his own business (cold email, LinkedIn content, outreach)
- How his companies—Level Up and Heat Vision—complement each other
- Paul’s growth goals, and how he centers family and mission in his work
Connect With Paul Parnell & His Brands
