Your GBP Services and Products sections give Google structured, granular data about exactly what your business offers. While your primary category tells Google you are a "Plumber," your services catalog tells Google you offer "drain cleaning, water heater installation, slab leak repair, and sewer line replacement." This level of detail directly expands the queries your profile can match, and it feeds the structured data that AI search engines use to recommend specific businesses for specific needs.
Despite this, the majority of businesses either leave these sections empty or fill them with vague, one-word entries. This guide shows you how to build a complete services and products catalog that drives local search visibility and positions your business as the most comprehensive option in your market.
Services vs. Products: When to Use Each
| Services | Products | |
|---|---|---|
| Best for | Service-based businesses (contractors, lawyers, agencies, medical) | Product-based businesses (retail, restaurants, e-commerce) |
| Structure | Category > Service name > Description > Price | Category > Product name > Description > Price > Photo |
| Google display | Appears in the Services tab on your profile | Appears in the Products tab with photos and pricing |
| Pricing | Optional, can show range, fixed, or "Free" | Recommended, products without pricing get fewer clicks |
How to Add Services
- Open your GBP dashboard and navigate to Edit Profile > Services
- Google may pre-populate service categories based on your primary category, review these and add descriptions to each
- Add custom services for any offering not covered by Google's suggestions
- Write a two-to-three-sentence description for each service, include your target keyword and service area
- Add pricing where applicable, options include fixed price, price range, or "Free" for consultations
- Organize services into logical categories (e.g., "Residential Plumbing," "Commercial Plumbing," "Emergency Services")
Writing Service Descriptions That Rank
Each service description should answer three questions: What is the service? Who is it for? What makes your delivery of this service distinctive? Include your city or service area name naturally. Avoid generic descriptions like "We provide quality service." Instead, write something specific: "Professional water heater installation for residential properties in Dallas and Fort Worth. We install tankless, gas, and electric models with same-day service available."
Match each service entry to a dedicated page on your website. Google cross-references your GBP services with your website content to validate relevance. A service listed in GBP without a corresponding website page is a missed signal.
How to Add Products
- Navigate to Edit Profile > Products in your GBP dashboard
- Add a product name, category, price, and description for each item
- Upload a high-quality photo for every product, products without photos receive significantly fewer clicks
- Add a CTA button ("Order online," "Learn more," "Buy") that links to the product page on your website
- Organize products into categories that match how customers shop (e.g., "Engagement Rings," "Wedding Bands," "Custom Designs")
Common Mistakes to Avoid
- Leaving service descriptions empty, Google's pre-populated services without descriptions provide zero ranking value
- Using single-word service names like "Plumbing", be specific: "Residential Plumbing Repair and Installation"
- Skipping pricing, services and products with pricing information get more engagement than those without
- Duplicating services across categories, each service should appear once in the most relevant category
- Not updating when you add or discontinue services, outdated catalogs erode trust with both Google and customers
Services, Products, and AI Search
Your services and products catalog feeds structured data into the knowledge graph that AI search systems consult when making recommendations. When Perplexity or ChatGPT processes the query "Who does slab leak repair in Dallas?", your detailed service entry for slab leak repair provides explicit evidence that you offer this service. Combined with your categories, attributes, and reviews, a complete services catalog creates the trust density that drives AI recommendations.
Once your services and products are set, run through the full GBP optimization checklist to ensure every other signal is in place. Or explore our pricing to see how our team can build and manage your GBP catalog as part of a comprehensive local SEO program.
Frequently Asked Questions
How many services should I add to my GBP?
Add every service you genuinely offer. There is no penalty for having a comprehensive catalog. Most businesses should have between 10 and 30 service entries organized into three to five categories.
Should I include pricing in my GBP services?
Yes, when possible. Services with pricing get more engagement. If your pricing varies, use a range (e.g., $150-$500) or add "Starting at $150." For free consultations, explicitly mark them as "Free."
What is the difference between GBP services and GBP categories?
Categories tell Google what type of business you are (e.g., Plumber). Services tell Google exactly what you do (e.g., water heater installation, drain cleaning, sewer line repair). Categories are broader; services are granular.
Written by
Jason JacksonChief Operating Officer, Locafy Limited
COO at Locafy (Nasdaq: LCFY). Builds and operates AEO systems for local businesses. Founded Growth Pro Agency before joining Locafy via acquisition.