Why the services list matters
Your category tells Google what kind of business you are. Your services list tells it, and customers, what you will do once they call. A roofer whose profile lists gutter repair and skylight installation gives someone searching for either job a reason to pick them. Google says a service may be highlighted on your profile when a local customer searches for something you offer, and Maps app users can browse the list under Services.
Suggested versus custom
When you open Edit services, Google shows options tied to your business type. These are the safest choice because they already match Google’s own wording. Tick every one that applies.
When something you do isn’t on the list, Add custom service lets you write your own. Keep the name short and descriptive: “Water heater flush,” not “Water heater flush only $89 call today.” Google rejects custom services automatically if the name contains:
- prices
- phone numbers
- personal information
- profanity
- gibberish
There is no warning screen; the service just doesn’t stick. If one keeps disappearing, one of those is usually why.
Descriptions and prices
Each service can carry a description and a price. Neither is required. A sentence about what the job includes helps more than a long sales pitch. If your prices vary a lot by job, it’s fine to leave the price off rather than show a number that sets the wrong expectation.
Google’s services help page doesn’t publish character limits for names or descriptions, or say whether services are reviewed by a person before they show.
Services across more than one category
If your profile has secondary categories, you can group services under each. Choose Add a new business category, pick it, then attach services. A bakery that also caters can keep cakes and catering menus apart this way.
One profile, real services
Don’t spin up extra profiles to cover each service line. Google’s duplicate guidance says a business with many services belongs on one profile, and extra profiles risk being flagged and hidden. And don’t list things you don’t do in the hope of showing up for more searches; a customer who calls for a service you can’t provide may leave the kind of review you don’t want.
Keep the list current. When you stop offering something, delete it so calls match what you sell.
If it doesn't work
- A custom service vanished after saving: it was likely rejected automatically. Remove any price, phone number or odd characters from the name and add it again.
- No Edit services option: services are offered to certain categories, such as service businesses. Check your primary category is the right one.
- Suggested services don't fit: they come from your category. If they are all wrong, your category may be wrong too.
Questions owners ask
Should I put the price in the service name?
No. Google says not to include prices, phone numbers, personal information, profanity or gibberish in custom service names, and custom services that break policy are rejected automatically. Use the separate price field on the service instead.
Can I make a separate profile for each service I offer?
No. Google's duplicate-profile guidance says to add all your services to one profile rather than creating a profile per service. Extra profiles for the same business can be flagged as duplicates and hidden.
Why does Google suggest services I don't offer?
The suggestions are based on your business type, such as Install faucet or Repair toilet for a plumber. You only need to tick the ones you do. Leaving the rest unticked doesn't hurt anything.
Are services the same as products?
No. Services describe work you do, like repairs or haircuts, and are managed from Edit services. Products are physical items for sale and live in the separate product editor, with their own shopping policy.
Sources
- Manage your services on your Business Profile (support.google.com)
- Resolve duplicate profiles & ownership issues (support.google.com)
Checked 13 Nov 2026. When the platform changes its process we update this page and log it in What changed.