Keyword
What your customer types into Google. It is almost never what you call your own service.
The owner writes 'integrated climate control solutions' and the customer writes 'ac not cooling miami'. Both mean the same job and only one of them shows up.
The practical rule is to write the site in the customer's words, even when they sound less professional. The page exists to be found, not to show off vocabulary.
Long specific searches bring fewer people and much better ones. Someone searching 'how much to replace a roof in hialeah' is far closer to hiring than someone searching 'roofing'.
What to do about it
Type what your customer would search into Google and look at the suggestions that appear. That list is free and it is what people actually type.
Other words about the same thing