RFP Generator
Hire the right iGaming agency — not the loudest one
Generate a 12-question RFP + scorecard tailored to your vertical, region, budget and KPI. Download as markdown to send to vendors.
Your tailored baseline
Pricing baseline: $5k–12k tier: mid-market (Heureka, Mediumrare). Demand named lead strategist + weekly cadence.
Timeline: Months 1–3: foundation. Months 4–9: ranking scale. Months 10–12: optimization + CRO. Anyone promising <90 days is selling PBN spam.
Pass threshold: Agency must score ≥ 10 / 12
Risk notes specific to your setup
- Multilingual (Thai/Vietnamese/Indonesian) capability is rare — test agency claims with native speaker
- No in-house SEO → ensure agency provides asset transfer + training
- No in-house legal → require agency to flag compliance issues proactively
The 12 vetting questions
Q1
[COMPLIANCE] How do you handle Google Ads gambling certification for our target markets?
✅ Green flag: Names specific certifications (Ireland, UK, Germany) and explains pre-clearance flow
🚩 Red flag: Vague answer; promises "we can run anything"
Q2
[COMPLIANCE] What is your process when a Meta ad account is restricted for our vertical?
✅ Green flag: Has a documented appeal SOP and disclosed past account-rescue timelines
🚩 Red flag: "We just open another account" — disregard for asset health
Q3
[METHODOLOGY] Describe your link-building methodology and link source verification.
✅ Green flag: Lists 3+ outreach channels, DR floor, anchor-text diversity rules
🚩 Red flag: PBN-heavy; "we have a network"; refuses to name sources
Q4
[METHODOLOGY] How do you measure intent vs vanity keywords for an iGaming brand?
✅ Green flag: Separates FTD-driving keywords from informational; uses SERP intent scoring
🚩 Red flag: Reports only volume + position; no intent classification
Q5
[PRICING] What is your monthly retainer breakdown by line item?
✅ Green flag: Hours + deliverables + media spend separated; no opaque "performance fee"
🚩 Red flag: Single number, no breakdown, "trust us" pricing
Q6
[PRICING] Do you take any affiliate commission from operators we recommend?
✅ Green flag: Either "no" or fully disclosed with operator list
🚩 Red flag: Evasive answer or hidden CPA arrangements
Q7
[CASES] Show me 3 case studies with verifiable metrics and a client reference I can call.
✅ Green flag: Provides phone/email references, screen-share dashboard, vertical matches yours
🚩 Red flag: Only anonymous case studies, screenshots without dates
Q8
[CASES] Have you ever had a client de-indexed by Google or banned by Meta? What was the cause?
✅ Green flag: Honest post-mortem of an incident, with corrective process
🚩 Red flag: "Never happened" — implies inexperience or dishonesty
Q9
[TEAM] Who specifically will work on our account day-to-day? Names and seniority.
✅ Green flag: Names a lead strategist, dedicated SEO, and PM; provides LinkedIn
🚩 Red flag: Junior pool model; no named owner; "team will support you"
Q10
[TEAM] How many other clients in our exact vertical are you currently serving?
✅ Green flag: Clear answer; no portfolio conflict; disclosed exclusivity terms
🚩 Red flag: Serves 5+ direct competitors in same market without exclusivity
Q11
[REPORTING] What does week-2 of onboarding look like in terms of reporting cadence?
✅ Green flag: Defined Day 7/14/30 milestone reports; access to raw GSC/GA4
🚩 Red flag: First report at end of month 1; no raw data access
Q12
[REPORTING] What is your contractual exit clause and asset hand-off process?
✅ Green flag: 30-day notice, all content/links transferred, no client lock-in
🚩 Red flag: 6-month minimum, IP retained by agency, links pulled on exit
Download your custom RFP
Markdown file ready to send to vendors. Tailored to casino / sea / $5,000.