Let an AdWords reseller create a broad match campaign for your Air Conditioning company with the keyword “services” and actually pay them for the clicks.
In the old days people bought yellow pages. In the new days they purchased digital ads. Today and in the future they will buy conversions, or atleast expect to manage by conversions instead of just getting “traffic” to a website.
Checkout this search result for said A/C company for the search term “black at SEO services” on Google, notice how I wasn’t looking for air conditioning?
This is a prime example why you don’t want a national ppc reseller to manage your campaign. Instead, hire an agency that is partnered with Google’s Engage program like smbSEO.