Remove prime rib from refrigerator 1-2 hours before cooking. Pat completely dry with paper towels. Mix dry rub: salt, pepper, paprika, garlic powder, onion powder, dried thyme, and dried rosemary. Coat entire roast liberally. Score the fat cap in a crosshatch pattern if thick.
Make garlic herb butter by mixing softened butter with minced garlic, fresh herbs, Dijon mustard, lemon zest, salt, and pepper. Use your hands to coat the entire roast in a thick layer of this butter paste. Press it into every surface including scored fat cap.
Preheat smoker to 225°F using hickory, oak, pecan, or cherry wood. Place large aluminum drip pan on grate below where roast will sit. Fill pan with beef broth, quartered onion, carrots, celery, smashed garlic, fresh herbs, bay leaves, and optional Worcestershire and red wine.
Place butter-coated roast on grate above drip pan. Insert probe thermometer into thickest part away from bone. Smoke at 225°F until internal temp reaches 118-120°F for rare, 125°F for medium-rare, or 132°F for medium. Expect 3-5 hours.
Remove roast and tent with foil. Increase smoker temperature to 450-500°F. Once hot, return roast and sear for 8-12 minutes until crust is crispy and mahogany colored. Remove and rest for 20-30 minutes tented with foil.
Pour drip pan contents through fine strainer into saucepan. Skim excess fat. Simmer 10-15 minutes to reduce. Taste and adjust with salt, pepper, or splash of red wine. Keep warm until serving.
Slice prime rib against the grain into half-inch portions. Arrange on platter and spoon warm au jus over top. Serve immediately with remaining au jus on the side.