It depends if you're solving for quantity or quality. If your goal is to get the highest volume of traffic possible, then it sounds like search isn't going to be your primary channel, and targeting broader audiences on social media might be a better option.

However, if your goal is to get qualified leads, it may be worth going after those long-tail keywords (more specific, lower search volume) - you'll likely pay a lot less for them in Adwords, and the folks who do search for those keywords will be a much closer fit for your business.