Google quietly redesigned the Google Business Profile services list in late March 2026, introducing grouped service categories, richer per-service descriptions (up to 300 chars), and a 'most popular' badge slot. We've tested the redesign across 30+ Ottawa client profiles. Here's what's working.
Services are now grouped by category in the consumer-facing profile — making 'after-hours service' visually distinct from 'maintenance' for a plumbing brand, for example. Per-service descriptions are now displayed inline (no expand-to-read), and service names support emoji prefixes (which we strongly do not recommend for B2B verticals).
(1) Re-group your services into clean buyer-intent categories. (2) Rewrite per-service descriptions to be 200-300 chars, intent-matched, and answer-first. (3) Mark your highest-converting service as 'most popular'. (4) Audit for duplicate or stale services left over from old GBP migrations.
Across the Ottawa profiles we've migrated to the new structure, we're seeing a 12-18% lift in tracked profile-to-call conversions in the first 14 days. Too early for definitive numbers, but enough signal to recommend immediate action.
GBP services list redesigned late March 2026.
Services now group by category; descriptions display inline at up to 300 chars.
Early lift on profile-to-call conversions: 12-18% across 30+ Ottawa profiles.
Don't use emoji prefixes for B2B service names.