There is a number of issues logged on stackoverflow about a Windows Service that does not appear in the Windows Services Manager. A number of solutions suggest that you use InstallUtil.
When I run my setup project, my service does not appear in Windows Services, but when I run InstallUtil it does appear.
At least that tells me my project is okay, and the problem is with the setup project.
A good post from here talks about adding Custom Functions. I'm using Visual Studio 2013 and the default InstallShield setup project, and I do not see those options in my project.
Anything specifically that I have to change in the setup project so that it works as well to display the project in Service Manager?