AdWords keywords

Easy and clear keywords cost a lot, and very specific keywords are expensive.
How can you find keywords for a product, service or company, that simultaneously represents the company properly, but isn’t very expensive, or too generic? It is important to find words or phrases that give the reader an idea of what the company does, specifically.
Have you ever built a small budget campaign on these kinds of keywords?
If so, what keywords did you use?

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