Current campaign optimization

Hi all,

A little context:

I recently started ppc for my employer while managing other marketing aspects like SEO and social. I suggested that we audit everything first, even though it's a niche-specific startup. I'm trying to improve SEO and PPC efforts at the same time.

Being in a very specific niche, I see that we're running ads with a keyword that isn't our focus. Talked to my manager and sales and everyone is aware of this issue.

Here, I suggested that we pause the ad using this keyword and introduce new ads in the same campaign with more targeted keywords with low comp and low cpc. The goal is awareness, however.

What are your thoughts and suggestions? Looking forward for some valuable input.

TIA