Posted on October 20, 2025

Glacial Multimedia Partners With Liine to Increase Client’s Elective Consultations by 124%

Every healthcare marketer faces the same frustrating reality: great lead metrics don’t always translate to actual patients walking through the door. But what separates thriving practices from struggling ones is how they bridge this critical gap.

While generating clicks, calls, and strong cost-per-lead metrics demonstrates campaign effectiveness, there’s an additional layer of optimization that can drive even better results.

By connecting lead generation data directly to appointment bookings, practices can provide higher-quality signals to ad platforms, enabling ads to reach prospects most likely to schedule an appointment. This advanced strategy became a game-changer when our team began working with Herzig Eye Institute, one of Canada’s leading ophthalmology practices specializing in elective vision correction procedures. 

While their campaigns were already performing well and generating consistent activity, there was room to enhance performance even further by teaching the algorithms which leads were actually worth pursuing.

Taking Marketing Optimization to the Next Level

For years, the digital marketing industry has relied on proxy metrics to measure success. Cost Per Lead, Conversion Rate, Lead Volume and similar metrics have been the standard benchmarks for campaign performance. However, after decades in the business, we’ve learned that while these metrics are valuable foundational measures, there’s an additional layer of optimization available.

The next level of optimization recognizes that leads have different conversion probabilities. A practice might receive 100 calls in a month, but if only 10 of those calls result in actual bookings, the other 90 represent wasted ad spend and missed opportunities for optimization. This optimization opportunity is particularly valuable in elective healthcare procedures, where patient decisions are highly considered and each lost lead represents not just lost revenue but also a missed chance to build trust and long-term patient relationships.

Why Elective Healthcare Marketing Presents an Opportunity for Advanced Optimization

The elective vision correction market has grown more competitive and complex in recent years. Patients are more cost-conscious than ever, competition has intensified, and the decision-making process has grown more complex.

This presents a great opportunity for practices to explore ways to further enhance their marketing efforts. Traditional volume-based strategies, which focus on generating as many leads as possible, still have value. However, high-growth practices are now looking beyond raw numbers to understand which campaigns actually drive patient appointments. 

The focus is on smarter targeting, better tracking, and leveraging data to reach people most likely to book.

Herzig Eye Institute recognized this opportunity. Their team knew that effective marketing wasn’t just about getting people in the door, it was about reaching the right people at the right time with the right message. With the right optimization tools, they were able to connect marketing performance directly to actual bookings, allowing algorithms and campaigns to work more efficiently in a competitive market.

The Game-Changing Partnership: When Data Meets Strategy

When we partnered with Liine to transform Herzig’s marketing approach, we helped implement this advanced strategy. Rather than optimizing for calls or clicks, the focus shifted to what truly matters: booked appointments. This approach allowed the campaigns, and the algorithms behind them, to work smarter, not harder, in reaching patients most likely to convert.

“I’ve been doing Google Ads for over 18 years, and Liine is one of the best 3rd party tools that’s come around for optimizing ad campaigns,” says Spenser Pontbriand, CMO at Glacial Multimedia. “It is probably the best tool that exists for reducing spend on clicks and leads that will never convert.“

The integration allowed us to connect Google Ads directly to actual booking data, enabling machine learning algorithms to identify users who were most likely to schedule consultations. This wasn’t just theoretical. We could see in real-time which audiences, keywords, and ad creatives were driving genuine patient appointments.

“Liine helps solve one of the biggest problems any practice using Google Ads will deal with: No matter how great your Cost Per Lead, it’s incredibly difficult to know if you’re bidding on leads that actually convert into patients,” explains Pontbriand. “Not only does Liine solve that, but it requires very little extra effort from the practice or their agency.“

The Power of Actionable Insights

One of the most valuable aspects of this partnership has been the comprehensive visibility into marketing performance that was previously unattainable. The integration provided a complete view of the patient journey from initial ad impression to final booking.

“As a marketing tool, not only does Liine provide better optimization, but it’s probably also the best overall marketing dashboard I’ve seen,” notes Pontbriand. “You can see at any given time which lead sources and campaigns are converting best so you can better maximize your ad spend and adapt on the fly.“

This real-time visibility has enabled us to make strategic adjustments quickly, identifying high-performing campaigns that deserve increased investment and underperforming elements that need refinement. The result is a more agile, responsive marketing approach that can adapt to changing market conditions and patient behavior.

Efficiency Gains That Matter

The benefits of this campaign went far beyond just the numbers. 

By targeting only high-intent prospects, Herzig’s call center team no longer wasted time chasing leads that were unlikely to convert. Instead, they could focus all their energy on patients who were genuinely interested in scheduling consultations.

This shift had a cascading effect on the practice’s overall efficiency. Call center staff were able to have more meaningful conversations, answer questions in-depth, and guide patients through the decision-making process without feeling rushed. 

Appointment scheduling became smoother, follow-ups were more effective, and the patient experience improved significantly.

In practical terms, this meant higher staff productivity and better use of resources. These aspects are often overlooked but are also a critical component of practice growth.

Looking Ahead

Practices that begin to embrace data-driven optimization will have a significant competitive advantage. The ability to precisely target and efficiently convert prospects into patients is becoming essential for sustainable growth.

Our experience with Herzig Eye Institute demonstrates that when marketing strategy meets powerful optimization technology, the results can be transformative. 

By moving beyond traditional metrics and focusing on what truly drives business growth, we’ve been able to help our client thrive in a challenging market.

Partner with a marketing agency that understands the unique challenges of healthcare advertising. At Glacial Multimedia, we combine strategic expertise with innovative technology to deliver measurable results. Contact our team to explore how we can maximize your practice’s growth potential.