Custom service

On a Google Business Profile with the services feature, a “custom service” is a service option that a business creates and adds when its offering is not among Google's suggested options.^1,2

Business Profiles in certain categories might have the services feature.¹ Google's API documentation says not all businesses can add services.² Where the feature is available, Google's services editor offers suggested options tailored to the business type.¹ It lets a business add a custom service when its service is not listed.¹ In Google's API model, predefined services use a structured service item, while custom services use a free-form service item with a label.²

For example, a plumbing profile might receive a suggested service such as “Repair toilet”.¹ If the business also offers drain camera inspections and that offering is not listed, the business can add it as a custom service.¹ A service category is different: it groups types of services in the services editor, while individual services can include details such as descriptions and prices.¹

A Business Profile category is different again. It describes what the business does and must be selected from Google's provided list.³ Google says selected business categories affect local ranking and says not to choose a category for every product or service.³ A custom service is a service-editor item, not a Business Profile category selection.^1,3 Listing one does not guarantee a local-ranking position: Google's services guidance says a service may be highlighted when a local customer searches for an offering, and its ranking guidance rules out buying or requesting a better local position.^1,4

Google says policy-violating custom services are automatically rejected.¹ It specifically tells businesses to avoid profanity, gibberish, personal information, prices, and phone numbers in custom service names.¹

Google uses the Add custom service label for an unlisted service that a business wants to create.¹ The procedure belongs in How do I add, edit, or remove services on my Google Business Profile?, while the Google Business Profile services editor workflow covers ongoing maintenance. The broader distinction between services, menus, and products is in How do I add services or products to my Google Business Profile?.

Sources

1. Google Business Profile Help, “Manage your services on your Business Profile.” Google's services guidance (read 2026-10-16).

2. Google Business Profile APIs, “Add Services,” last updated 2026-08-28 UTC. Google's API services guidance (read 2026-10-16).

3. Google Business Profile Help, “Manage your business category.” Google's category guidance (read 2026-10-16).

4. Google Business Profile Help, “Tips to improve your local ranking on Google.” Google's local-ranking guidance (read 2026-10-16).