diff --git a/google/cloud/internal/grpc_opentelemetry.cc b/google/cloud/internal/grpc_opentelemetry.cc
index 34917c46791b2..f5f3ef0bec397 100644
--- a/google/cloud/internal/grpc_opentelemetry.cc
+++ b/google/cloud/internal/grpc_opentelemetry.cc
@@ -110,12 +110,17 @@ opentelemetry::nostd::shared_ptr<opentelemetry::trace::Span> MakeSpanGrpc(
   namespace sc = opentelemetry::semconv;
   opentelemetry::trace::StartSpanOptions options;
   options.kind = opentelemetry::trace::SpanKind::kClient;
-  return internal::MakeSpan(
+  // OpenTelemetry RPC semantic conventions specify that `rpc.method` should
+  // be the fully-qualified logical name (e.g. "<service>/<method>") and that
+  // `rpc.service` is deprecated in favor of it.
+  // https://opentelemetry.io/docs/specs/semconv/rpc/rpc-spans/
+  auto fully_qualified_method =
       absl::StrCat(absl::string_view{service.data(), service.size()}, "/",
-                   absl::string_view{method.data(), method.size()}),
-      {{sc::rpc::kRpcSystem, sc::rpc::RpcSystemValues::kGrpc},
-       {sc::rpc::kRpcService, service},
-       {sc::rpc::kRpcMethod, method},
+                   absl::string_view{method.data(), method.size()});
+  return internal::MakeSpan(
+      fully_qualified_method,
+      {{sc::rpc::kRpcSystemName, sc::rpc::RpcSystemNameValues::kGrpc},
+       {sc::rpc::kRpcMethod, fully_qualified_method},
        {/*sc::kNetworkTransport=*/"network.transport",
         sc::network::NetworkTransportValues::kTcp},
        {"grpc.version", grpc::Version()}},
diff --git a/google/cloud/internal/grpc_opentelemetry_test.cc b/google/cloud/internal/grpc_opentelemetry_test.cc
index 2ad4667b69d0a..0719ea768a71c 100644
--- a/google/cloud/internal/grpc_opentelemetry_test.cc
+++ b/google/cloud/internal/grpc_opentelemetry_test.cc
@@ -68,11 +68,10 @@ TEST(OpenTelemetry, MakeSpanGrpc) {
           SpanHasInstrumentationScope(), SpanKindIsClient(),
           SpanNamed("google.cloud.foo.v1.Foo/GetBar"),
           SpanHasAttributes(
-              OTelAttribute<std::string>(sc::rpc::kRpcSystem,
-                                         sc::rpc::RpcSystemValues::kGrpc),
-              OTelAttribute<std::string>(sc::rpc::kRpcService,
-                                         "google.cloud.foo.v1.Foo"),
-              OTelAttribute<std::string>(sc::rpc::kRpcMethod, "GetBar"),
+              OTelAttribute<std::string>(sc::rpc::kRpcSystemName,
+                                         sc::rpc::RpcSystemNameValues::kGrpc),
+              OTelAttribute<std::string>(sc::rpc::kRpcMethod,
+                                         "google.cloud.foo.v1.Foo/GetBar"),
               OTelAttribute<std::string>(
                   /*sc::kNetworkTransport=*/"network.transport",
                   sc::network::NetworkTransportValues::kTcp),