{"id":2129,"slug":"rule-allow-vertical-sub-segmentation","title":"Rule — In hyper-competitive verticals, allow a sub-segmentation question","kind":"rule","scope":"business","status":"current","audiences":["kevin","candid-team"],"topics":["vertical-cpc-benchmarks","vertical-competitive-tiers"],"reference_body":"**Rule:** When the user selects a hyper-competitive vertical, allow a sub-segmentation question (\"Personal injury or estate planning?\" / \"Cosmetic or general dentistry?\").\n\n**Why:** Within-vertical variance can EXCEED between-vertical variance ([[envoca-extreme-cpc-within-vertical]]): \"auto accident lawyer\" CPC can exceed $200 while estate planning sits at vertical average. Tiers must allow sub-segmentation or they will mislead.\n\n**How to apply:** Vertical picker includes a sub-vertical follow-up where it materially matters (legal, dental, finance, real estate).","rationale_body":null,"metadata":null,"links":{"outgoing":[{"slug":"envoca-extreme-cpc-within-vertical","title":"Envoca — \"auto accident lawyer\" / \"medical malpractice attorney\" exceed $200/click; wealth mgmt ~$31","kind":"reference","scope":"business","link_type":"depends-on"}],"incoming":[{"slug":"research-brief-smb-widget-vertical-difficulty-june-2026","title":"Research brief: SMB widget vertical difficulty — two-axis tiering by industry (June 2026)","kind":"reference","scope":"business","link_type":"depends-on"}]},"created_at":"2026-06-23T19:16:04.878Z","updated_at":"2026-06-23T19:16:04.878Z"}