Try to optimise all kws that have low QS, according to reason being. Ad offer strategy that will maximize clicks over position. CPC's will be lower than what you'll set. Try different and longtail kws.
There can be much higher rates for keywords but in your case it might be because of the high competition in the type of business you mentioned. However, there can be other ways to lower your bids. Try to research about new keywords which can be both relevant as well as have lower bids instead of putting high bids on current keywords.