Google Business Profile Services: What They Are and How to Use Them

Most savvy local business owners set up their Google Business Profile (GBP), add some photos, update their service area in Google Maps, and call it a day. But here’s the thing: You’re missing out on one of the most powerful (and underused) features that could drive more local customers through your door.

We’re talking about Google Business Profile services. And no, we don’t mean the basics, like your address and phone number. We mean the detailed service listings that tell potential customers exactly what your business does and why they should choose you over the competition.

Think of it this way: When a small business owner searches “accounting services near me” during tax season panic mode, do you want them scrolling past your bare-bones profile? Or do you want them to see “Tax Preparation,” “Bookkeeping,” and “Financial Planning” listed right there?

Here’s everything you need to know about adding, optimizing, and leveraging services in your Google Business Profile to turn more searchers into customers.

What Are Google Business Profile Services?

Google Business Profile services are the specific offerings you provide and list in your profile that show up when people search for businesses like yours.

They appear right in your Google listing, often before people click through to your website. So when someone searches “digital marketing agency Chicago,” your services like “Brand Management” or “Local SEO” show up front and center.

Google uses this service information to match your business with relevant searches. For instance, if a local car dealership needs SEO help or a dental clinic wants to improve their branding, you’re more likely to show up when they look for help online in your area.

Adding the services you offer is completely free and can help your listing show up in a search.

How to Add Services to Your Google Business Profile

Adding services to your Google Business Profile is surprisingly straightforward. The tricky part is doing it right.

Here’s what to do in seven steps:

1. Log in to your Google Business Profile.
2. Click “Services” on the left menu. If you don’t see it, your business category might not support services yet. This mainly affects categories like ATMs, parking lots, or very specific single-function businesses.
3. Hit “Add Service” and start typing what you offer.
4. Choose from the dropdown or create a custom service if Google doesn’t have what you need.
5. Add a description (optional but recommended — this is where you can get specific).
6. Set pricing (also optional — you might want to skip this step if your prices change frequently, or if you provide quotes based on specific needs).
7. Save and repeat for all your key services.

Pro tip: Don’t go overboard on day one. Start with your top 5–10 services and see how they perform before adding more.

Google’s Auto-Suggested Services vs. Custom Services

Google will suggest services based on your business category, but you’re not stuck with their list. Auto-suggested services are great because Google already knows what they mean. They’re more likely to trigger relevant searches and match user intent. Plus, they often come with helpful icons that make your listing pop.

On the other hand, custom services give you flexibility. You can create your own if you have a specialized offering that doesn’t fit Google’s mold. Just remember: If Google doesn’t understand your custom service, it might not help with search visibility as much.

If you don’t know whether to use the auto-suggested services or create your own, here’s the sweet spot: Use Google’s suggestions as your foundation, then add 2–3 custom services that highlight what makes your offerings unique.

How to Edit Services on Your Google Business Profile

Your services should evolve as your business does, whether that’s because of market changes or you add new offerings. These changes should be reflected in your Google Business Profile.

To make changes:

• Go back to the Services section in your Google Business Profile.
• Click the pencil icon next to any service you want to tweak.
• Make your changes to the business name, description, or pricing.
• Hit Save, and you’re done.
• If you want to delete a service entirely, click the trash icon instead.

Editing services isn’t just for long-term changes. If you’re running a seasonal promotion, update your descriptions. Launched a new service package? Add it. Notice one service gets way more inquiries than others? Consider highlighting it in the business description.

Do Services Impact Google Ranking or Local SEO?

The short answer is yes, but not in the way you might think. Google won’t bump you to the top of search results just because you have 47 services listed. But services do play a role in local SEO, just more subtly.

Here’s the real impact:

• Relevance boost. When someone searches “emergency locksmith,” Google looks at your services list. If you’ve got “Emergency Lockout Service” listed, you’re more relevant than the locksmith with “General Locksmith Services.”
• Increased click-through rates. A detailed services list makes your listing more compelling. More clicks signal to Google that people find your business useful, and higher engagement can indirectly help your rankings in local search results.
• Long-tail search capture. Specific services help you show up for niche queries in Google search. “Wedding cake design” catches different searches than just “bakery.”

But services are just one piece of the local SEO puzzle. Your customer reviews, proximity to the searcher, and overall profile completeness matter way more. Don’t expect miracles from your services list alone, but don’t ignore it either. It’s a free GBP optimization that takes 10 minutes to set up.

Google Business Profile Service Examples by Industry

What might setting up services look like across different industries? Let’s dive into how different industries can optimize their services lists.

Medical and Dental Clinics

When it comes to healthcare services, you want to get granular and go a layer deeper than just “dental care” or “family doctor.” Try to talk about your specific offerings and procedures, like:

• Teeth whitening
• Root canal therapy
• Invisalign treatment
• Emergency dental care
• Cosmetic dentistry
• Pediatric dentistry

Why this works: People search for specific treatments, not generic “dental services.” Someone with a toothache at midnight is searching for “emergency dentist,” not “dentist.”

Home Services (Plumbing, HVAC, Electrical)

Home services businesses must solve users’ specific problems, including the panicked homeowners who are searching on Google at 2 a.m. Here are some powerful examples of the kinds of services that people might be looking for:

• 24-hour emergency plumbing
• Water heater repair
• Drain cleaning
• Toilet installation
• Leak detection
• Thermostat malfunction
• Smoke detector installation

Pro tip: Lead with “24-hour” or “emergency” services. These are high-intent, high-value searches that convert better than general repair inquiries.

Salons and Spas

Beauty businesses should showcase their full menu of what they offer. Don’t be afraid to be too niche here as many of your customers may be looking for a specific kind of treatment that your competition may not offer:

• Haircuts and styling
• Hair coloring
• Keratin treatments
• Facial treatments
• Massage therapy
• Manicures and pedicures

Pro tip: Include trending services like “Balayage” or “Brazilian Blowout,” as people are likely to search for these by name.

Auto Repair and Dealerships

Car businesses benefit from being super specific about what they fix. Nobody searches for “car stuff.” They search for exactly what’s broken:

• Oil change services
• Brake repair
• Transmission services
• Engine diagnostics
• Tire installation
• Pre-purchase inspections

Why this works: Car problems are urgent and specific. Someone with grinding brakes isn’t browsing — they’re looking for “brake repair” right now.

Restaurants (Delivery, Catering, Takeout)

Restaurants should think beyond “food.” These services help you show up when people search “catering near me” or “restaurants that deliver.”

• Online ordering
• Delivery service
• Catering for events
• Private dining
• Takeout orders
• Corporate lunch catering

Why this works: These service-specific searches have a different intent than “restaurants near me.” Someone searching “catering” is planning ahead with a bigger budget, while “delivery” searches happen when they’re already hungry and ready to order.

Common Mistakes to Avoid When Listing Services

Your services list could be sabotaging your business right now, and you don’t even know it. Here are some common ways businesses risk hurting their online reputation or having their profile suspended.

Mistake #1: Going overboard with quantity

Some businesses think more is better and list 30 or more services. Instead of helping their business, it actually hurts it. Google gets confused. Customers get overwhelmed. You dilute your message. Stick to your core 8–12 services. Quality over quantity wins every time.

Mistake #2: Being too vague

“Consulting Services” tells searchers nothing. “Marketing Strategy” is better, but “90-Day Growth Strategy for SaaS Companies” is the kind of specificity you should be aiming for. The more specific you are, the better you match what people actually search for.

Mistake #3: Keyword stuffing descriptions

Google reads your service descriptions, but that doesn’t mean you should cram “best plumber emergency plumbing services plumber near me” into every description. Write for humans first — Google second.

Mistake #4: Ignoring seasonal services

Update your services based on what’s actually relevant right now. For example, landscaping companies might list “snow removal” in the winter or “lawn mowing” in the summer.

Mistake #5: Forgetting to use Google’s suggestions

Custom services are great, but if Google offers “Website Design” and you create “Digital Web Solutions,” you’re making life harder for yourself. Use Google’s terminology when it makes sense.

Master GBP Services Across All Locations With Chatmeter

Managing services on your Google Business Profile for one location isn’t too bad. But when you manage services for 15 franchise locations across three states, that might mean logging into 15 different profiles, making the same updates over and over, and inevitably missing that one location that still shows last year’s pricing.

Each location might offer slightly different services or deal with different seasonal factors, and managing the different GBP services can feel like a full-time job. Missing an update at one location might mean you’re losing potential customers.

Chatmeter fixes this headache. Instead of logging into individual Google Business Profiles and making changes one by one, you can manage services across all your locations from a single dashboard.

Update your multiple locations in minutes, and set up location-specific services for your downtown office versus your suburban location. Track which services are driving the most engagement across different markets. Plus, get insights like locations with the most service-related inquiries and which services are trending in different regions.

Ready to streamline your Google Business Profile management? Book a Chatmeter demo today.

FAQs About Google Business Profile Services

How many services can I list?

Google doesn’t set a hard limit, but that doesn’t mean you should go wild. Most successful businesses stick to 8–11 services max. Any more, and you risk overwhelming potential customers or diluting your core message.

Can I use emojis or special formatting?

No, Google strips out emojis, special characters, and fancy formatting from service names and descriptions. Keep it clean and simple with plain text.

What if my service isn’t in the dropdown?

Create a custom service! Just type what you offer, and Google will let you add it as a custom option.

Do I need to list pricing?

You can, but most businesses skip it. Prices change, or you might want to quote based on specific needs. Plus, listing prices can sometimes scare away customers before they even call. Use your judgment based on your industry.

How often should I update services for my business listing?

Review your services list quarterly at a minimum. But stay flexible. If you launch a new service, run a seasonal promotion, or notice one service isn’t getting traction, update immediately. Your services list should evolve with your business.