How should you set up services and products on a Business Profile?
Services and products are where a Business Profile moves from "what kind of business" to "what exactly can I buy here". This page shows how to build both lists, choose between booking routes and keep attributes accurate.
What do the services and products sections do?
They list what a customer can buy from you, so the profile answers specific searches and questions without a click to your website. Services suit work you perform; products suit items you sell.
Use them whenever you sell more than one thing. They matter most for businesses with a broad category, such as a home services company or a clinic, where the category alone hides what you actually do.
Google's help page on products and services explains that you can pick suggested services for your category or add custom ones, and that products can be added at no charge.
How do you build a strong services list?
- Start with suggested services for your category and keep only those you provide.
- Add custom services for anything customers ask for by name that is missing.
- Write a short description for each: what is included, who it suits, any area or timing limit.
- Order the list by what you most want to sell, not alphabetically.
- Match names to your service pages so a customer sees the same words on both.
Keep descriptions factual and specific. A customer comparing three companies wants to know whether you do the job, where and roughly how soon, not that you care about quality. Leave out claims you cannot back up, and name limits honestly, such as the brands you service or the towns you cover.
| Service | Weak description | Stronger description |
|---|---|---|
| Furnace repair | Best furnace repair in town! | Repairs for gas furnaces of most brands. Same-week visits across Kitchener and Waterloo. |
| Heat pump installation | We do heat pumps | Ducted and ductless heat pumps for homes. Includes a home visit and written quote before work starts. |
| Annual maintenance | Maintenance plans available | Yearly inspection and cleaning for furnaces and air conditioners, booked in spring or fall. |
| Duct cleaning | (blank) | Leave it out: the company refers this work to a partner. |
When do products make sense on a Business Profile?
Products suit businesses that sell items a customer might search for before visiting: a bike shop's commuter bikes, a garden centre's native plants, a bakery's whole cakes. Service businesses can also list packaged offers, such as a fixed-scope inspection.
| Business | Services | Products | ShoutEx view |
|---|---|---|---|
| Heating and cooling contractor | Yes, core | Optional: maintenance plans | Services do most of the work |
| Bike shop | Repairs, fittings | Bike types, accessories | Both; keep products to ranges you stock |
| Garden centre | Delivery, planting | Plant ranges, soil, tools | Products by season |
| Accounting practice | Yes, core | Rarely | Use services; products add little |
Keep products to ranges you reliably stock. A product listed in March that is sold out by April is a frustrating reason to drive across town.
Group products the way a customer browses, by range or use rather than by supplier code. Use your own photos of the items on your shelves, and give each a one-line description that says who it suits. Review the list at each change of season, when stock and demand shift most.
Should you take bookings through Google or your own link?
Google's page on bookings describes two routes, each with a trade-off.
| Reserve with Google provider | Your own booking link | |
|---|---|---|
| Setup | Through a supported booking provider; usually live within a week | Add your scheduling page URL |
| Cost | Providers may charge fees | Whatever your booking tool costs |
| Data in the profile | Booking data is reported | No performance data for custom links |
| Best for | Businesses already using a supported provider | Businesses with a booking tool they like |
Heating and cooling for homes in Kitchener, Waterloo and Cambridge. Repairs, heat pump installs and yearly maintenance.
If you use your own link, tag it so analytics can separate profile bookings, as covered in calls, directions and clicks.
One service, one line, one plain description.
Name the service as a customer would say it, then add one or two sentences on what is included, who it is for and any limits.
What mistakes make services and attributes less useful?
- Claims in place of facts. "Fastest service" tells a customer nothing; "same-week visits" does.
- Services that conflict with categories. If the services list and categories describe different businesses, neither is clear.
- Attributes set and forgotten. Google's page on attributes notes that some come from owners and some from customers. Recheck owner-set ones such as online appointments when your process changes.
- Expecting instant changes. Attribute updates are reviewed, from about 10 minutes up to 30 days.
- Two booking routes at once. Pick one main route so you can measure it.
What should you measure for services and bookings?
| Measure | Source | What it tells you |
|---|---|---|
| Search terms that match listed services | Profile performance | Whether the list reflects what people search |
| Bookings from the profile | Provider data or tagged link in analytics | Whether the Book action is used |
| Booked jobs by service | Job records | Which listed services turn into revenue |
| Calls asking for unlisted services | Call notes | Gaps to add, or work to refer out |
Review the list each quarter alongside categories and your performance reports.
Frequently asked questions
Can I add services that are not in Google's suggestions?
Yes. You can choose suggested services for your category or add custom services.
Does it cost anything to add products?
No. Google says products can be added to a Business Profile at no charge.
Should a service business list products?
Usually only for packaged, fixed-scope offers. Services do most of the work for service businesses.
What is Reserve with Google?
A way to take bookings on your profile through a supported booking provider. It is usually live within a week, and providers may charge fees.
Can I use my own booking link instead?
Yes, but Google gives no booking data for custom links, so tag the link and measure bookings in your own analytics.
How long do attribute changes take to show?
Google says review can take about 10 minutes and up to 30 days.
Should I list services I subcontract?
Only if you sell and stand behind them. Otherwise leave them out so customers are not misled.
Sources & further reading
Regulator rules, platform policies and local data change. These sources let you check the facts on this page, last checked October 7, 2026.