Case Study
After Hours, Every Booking Counts: How URBN Dental Captured 37% More Google Ads-driven Appointments with Subscribili + Liine
A multi-location dental group is booking 37% of their total Google Ads-driven appointments after office hours — and without Subscribili and Liine, those patient appointments would have been missed (or gone to a competitor).
URBN Dental is a fast-growing multi-location dental group known for delivering high-quality, accessible dental care. Like most dental practices, URBN depends heavily on phone calls to connect with new patients. But what happens when prospective patients are ready to book after the office is closed and phones are turned off? That’s where Subscribili comes in. Subscribili is a modern online scheduling platform built specifically for dental and healthcare practices.
The Competitive Advantage of Online Booking
Practices running paid media campaigns have a significant advantage over competitors by incorporating self-scheduling because they can convert patients even when the practice is closed.
Most Google Ads accounts are scheduled to bid during certain hours. These bid settings are usually during regular business hours when practices are open — which means when you’re bidding, so is everyone else. As a result, your cost per click (CPC) and cost per booking (CPB) are higher because of increased competition.
Practices that use online scheduling have a huge opportunity to take advantage of patients searching for care outside of business hours, specifically during evenings and weekends. Since not everyone has online booking, competition for after-hours attention is limited.
Pro Tip: Incorporate ad copy to say “book now” or “24/7 booking” for ads that run outside of business hours to get more engagement from patients who are ready to make an appointment.
The Importance of Connecting Online Bookings with Marketing Data
Having a great online booking platform is important, but for marketing teams, the scheduling platform alone isn’t enough. Your online bookings should be captured by and connected to the marketing source that drove them there. When a patient books an appointment at midnight after clicking a Google Ad, does your marketing team get credit for that conversion? For practices whose online booking platforms and marketing data are disconnected, the answer is no.
This is because in most cases, once a patient clicks “book now,” marketing tracking ends when they are redirected to the booking site. The button click is recorded, but whether or not the booking was completed is critical data that is often lost in the patient journey. And because the majority of people who click the button fall off and don’t end up completing the booking, conversion counts are highly inaccurate.
Using Subscribili and Liine changes that.
Subscribili + Liine: A Marketing Force Multiplier
Subscribili’s modular architecture and clean, intuitive design allow practices to customize every aspect of the booking experience by provider, location and treatment type. Subscribili also lets teams see exactly where patients are dropping off in the booking flow and make adjustments accordingly. The result is a cleaner, faster, more intuitive booking experience that converts more patients — including those who want to schedule at midnight.
Liine captures full marketing attribution for all patient leads — whether they arrive via phone call, web form or Subscribili online booking — and de-duplicates them in a unified dashboard. Liine can also match prior Google Ads touchpoints with subsequent online bookings, even if the most recent touchpoint was organic.
More importantly, Liine’s AI determines which leads resulted in a booked appointment and automatically feeds anonymized booking signals back to ad platforms as primary conversion actions. This means that when a patient books through Subscribili at midnight after clicking a Google Ad, Liine captures that conversion and tells Google, “This campaign worked — find me more users like this.” Ads are automatically optimized for what’s actually driving patients, not just what’s driving clicks.
The Full Picture: What the Integration Delivers
- Subscribili captures online bookings 24/7, including after hours when phones go unanswered
- Subscribili lets practices see where patients drop off in the booking flow so their teams can make adjustments accordingly
- Liine captures all patient touchpoints: online bookings, web forms and phone calls in one dashboard
- Liine de-duplicates leads from multiple touchpoints so no lead is ever double-counted
- Liine matches earlier Google Ads interactions with subsequent online bookings, even if the last touch was organic
- Liine automatically sends anonymized booking signals back to ad platforms (including Google, Meta and Microsoft) as primary conversion events
- Ad campaigns are auto-optimized for real booked appointments — not clicks, calls or web form submissions
- The result: more patient bookings, lower cost per booking, complete marketing attribution and accurate marketing performance data
Practices like URBN Dental that partner with Subscribili and Liine can create a seamless patient booking experience while capturing complete marketing attribution — automatically and in a fully HIPAA-compliant way. It’s a marketing match made in heaven.
"Online booking isn't just convenient for patients, it's a critical part of how we grow. A significant portion of our appointments are booked after hours when no one is answering the phone, and Subscribili makes it easy to capture every one of them. But what really changed the game for us was connecting our online bookings to Liine. Now we know exactly which marketing campaigns drove each appointment, whether it came in by phone, web form or self-scheduling, and Liine automatically sends those booking signals back to Google so our ads keep optimizing toward real appointments. We're not guessing anymore. We know what's working, and our cost per booking reflects it."
Liine is an AI-powered call tracking, marketing analytics and ad optimization platform built for multisite healthcare, dental and vet practices. Our platform captures and analyzes all patient leads across calls, web forms and online bookings in one intuitive dashboard. This empowers healthcare marketers to auto-optimize ad campaigns, increase lead-to-appointment conversion rates and quickly identify which strategies are driving new patient bookings.
Subscribili is a next-generation healthcare technology platform revolutionizing subscription plans, flexible payments, online scheduling and patient engagement across dental, primary care, urgent care and beyond. As the first subscription platform to achieve SOC 2 Type 2 compliance, Subscribili delivers secure, scalable and fully integrated solutions tailored to the needs of modern healthcare providers. Trusted by thousands of practices across 49 states, Subscribili empowers providers to drive growth, enhance patient access and streamline financial operations with confidence. For more information about Subscribili, its innovative membership platform solutions and to book a demo, please visit https://subscribili.com/contact-us