GBP products and services are two sections of a Google Business Profile where you list what you sell or do, each with a name, a short description and an optional price. Services suit work you deliver, such as a boiler service; products suit things a customer buys, such as a set of wedding stationery or a bag of coffee.
How GBP products and services work
The services section starts from your GBP category. Google suggests standard services for each category, which you can tick, and you can add custom services of your own with a description and a price. A plumber might tick “Boiler repair” from the suggestions and add a custom entry for “Landlord gas safety certificate”.
Products are added one at a time with a photo, a name, a product category you create, a price or price range and a description, plus an optional button linking to the right page on your website. They appear as a scrollable set of cards on the profile. Retailers with a product feed may see products pulled in from Google Merchant Center as well.
Prices are entered in pounds sterling (£) for a UK profile. You can give a fixed price, a range or no price at all. Which sections and options you see depends on your category and, at the time of writing (October 2026), Google still varies them between business types, so some profiles will not show both.
Why it matters
These sections let people check you do the specific thing they need before they call. Someone searching for “sash window repair Richmond” wants to see that exact service listed, not a general “Windows” label. Listing it removes doubt, and Google can pick up the wording when matching your profile to more specific searches.
Prices change the kind of enquiry you get. A from-price filters out people expecting something far cheaper, which saves both sides a phone call. For UK consumers, show prices that include VAT where VAT applies, because consumer protection law expects the price shown to be the price paid, and adding it later frustrates people.
Common mistakes
- Ticking every suggested service, including ones you do not offer, so callers ask for work you turn down.
- Writing descriptions as lists of keywords and place names. They read badly and can breach Google’s guidelines.
- Showing prices that exclude VAT to consumers without saying so.
- Entering prices once and never updating them when they change.
- Duplicating the same product with small wording changes to fill space.
- Adding products with no photo, so the cards look empty next to competitors.
How to act on it
List the services you most want enquiries for first, using the words your customers use on the phone. For each one, write a plain description of what is included, who it suits and any limits, such as the areas you cover. Add a from-price if you are comfortable doing so, in pounds, inclusive of VAT for consumer work.
Check that each listed service has matching information on your website, ideally a dedicated page for each of the important ones. Set a reminder to review prices and descriptions each quarter, and whenever you change what you offer.
Keeping these sections accurate is part of the Google Business Profile optimisation work I do, where the profile, the website and your local citations are aligned so they describe the business the same way.