Help structuring adwords campaign + keyword QS (best practices and wisdom appreciated)

Hey guys,

disclosure: I am fairly new to adwords. I've read a ton on it and also read through all the chapters in the certification course but this is my first actual campaign. A little harder in practice... Basically feel free to slap some sense into me or give any guidance.

Anyway, I have created a campaign for my business as a mortgage broker. I rank well organically for 'Vancouver Mortgage Broker'. Rich, quality content.

-As of now, I have one campaign to start - targeting all devices. Phone extension turned on for mobile. Location is targeting to my province.

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-20 adgroups. About 10 of them are specific to people searching a certain area (e.g. Vancouver Mortgage Broker Ad Group, Richmond Mortgage Broker Ad Group, Burnaby Mortgage Broker Ad Group etc..). All of these adgroups have similar ads but with the location name changed. They all point to my home page (reasoning for no landing page is because the ad groups are targeting people who are actually SEARCHING for a mortgage broker so I thought home page is fine).

-The other 10 groups are other categories (private mortgage broker, commercial mortgage broker, first time home buyer, broker vs bank, low credit, pre-approvals)
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-I have followed best practices for all my ad copy. Main keyword in title, call to action, relevant landing page.
-I think my groups are quite targeted.
-For most of my keywords across the campaign, I am using Broad Match Modifiers (e.g. +Vancouver +Mortgage +Broker OR +private +mortgage).
-I have also made sure to use negative keywords across my campaign/ad groups
-Set default max CPC at .5 and will adjust accordingly as time goes on

The one thing I have noticed right off the bat is that my campaign keyword QS is absolutely horrendous. Out of all my keywords, I have a couple better than 5/10. I dont understand... Even 'Vancouver Mortgage Broker', which I rank organically for, have very targeted ads and keywords, is only showing 3/10.

What is the deal? Am I supposed to cut that keyword then, even though I personally feel like it will be one of the best converting keywords? How can I improve the overall QS of my campaign?

OTHER QUESTIONS:
I know this has been a long post. Thanks for reading.

-I would appreciate any general wisdom or if any one can point out mistakes I have made so far.
-I would actually pay someone to help me structure this campaign... Can anyone recommend a good person (ideally I would like to learn and manage, would prefer someone who could go through why they are doing what they are doing).


Thanks!!