diff --git a/esphome/components/ble_presence/binary_sensor.py b/esphome/components/ble_presence/binary_sensor.py
index 43ec9455d4..1cf8009384 100644
--- a/esphome/components/ble_presence/binary_sensor.py
+++ b/esphome/components/ble_presence/binary_sensor.py
@@ -1,7 +1,7 @@
 import esphome.codegen as cg
 import esphome.config_validation as cv
 from esphome.components import binary_sensor, esp32_ble_tracker
-from esphome.const import CONF_MAC_ADDRESS, CONF_ID
+from esphome.const import CONF_MAC_ADDRESS, CONF_SERVICE_UUID, CONF_ID
 
 DEPENDENCIES = ['esp32_ble_tracker']
 
@@ -9,10 +9,12 @@ ble_presence_ns = cg.esphome_ns.namespace('ble_presence')
 BLEPresenceDevice = ble_presence_ns.class_('BLEPresenceDevice', binary_sensor.BinarySensor,
                                            cg.Component, esp32_ble_tracker.ESPBTDeviceListener)
 
-CONFIG_SCHEMA = binary_sensor.BINARY_SENSOR_SCHEMA.extend({
+CONFIG_SCHEMA = cv.All(binary_sensor.BINARY_SENSOR_SCHEMA.extend({
     cv.GenerateID(): cv.declare_id(BLEPresenceDevice),
-    cv.Required(CONF_MAC_ADDRESS): cv.mac_address,
-}).extend(esp32_ble_tracker.ESP_BLE_DEVICE_SCHEMA).extend(cv.COMPONENT_SCHEMA)
+    cv.Optional(CONF_MAC_ADDRESS): cv.mac_address,
+    cv.Optional(CONF_SERVICE_UUID): esp32_ble_tracker.bt_uuid,
+}).extend(esp32_ble_tracker.ESP_BLE_DEVICE_SCHEMA).extend(
+    cv.COMPONENT_SCHEMA), cv.has_exactly_one_key(CONF_MAC_ADDRESS, CONF_SERVICE_UUID))
 
 
 def to_code(config):
@@ -21,4 +23,14 @@ def to_code(config):
     yield esp32_ble_tracker.register_ble_device(var, config)
     yield binary_sensor.register_binary_sensor(var, config)
 
-    cg.add(var.set_address(config[CONF_MAC_ADDRESS].as_hex))
+    if CONF_MAC_ADDRESS in config:
+        cg.add(var.set_address(config[CONF_MAC_ADDRESS].as_hex))
+
+    if CONF_SERVICE_UUID in config:
+        if len(config[CONF_SERVICE_UUID]) == len(esp32_ble_tracker.bt_uuid16_format):
+            cg.add(var.set_service_uuid16(esp32_ble_tracker.as_hex(config[CONF_SERVICE_UUID])))
+        elif len(config[CONF_SERVICE_UUID]) == len(esp32_ble_tracker.bt_uuid32_format):
+            cg.add(var.set_service_uuid32(esp32_ble_tracker.as_hex(config[CONF_SERVICE_UUID])))
+        elif len(config[CONF_SERVICE_UUID]) == len(esp32_ble_tracker.bt_uuid128_format):
+            uuid128 = esp32_ble_tracker.as_hex_array(config[CONF_SERVICE_UUID])
+            cg.add(var.set_service_uuid128(uuid128))
diff --git a/esphome/components/ble_presence/ble_presence_device.h b/esphome/components/ble_presence/ble_presence_device.h
index 262cc3eedf..9d7ec83bc7 100644
--- a/esphome/components/ble_presence/ble_presence_device.h
+++ b/esphome/components/ble_presence/ble_presence_device.h
@@ -13,17 +13,67 @@ class BLEPresenceDevice : public binary_sensor::BinarySensor,
                           public esp32_ble_tracker::ESPBTDeviceListener,
                           public Component {
  public:
-  void set_address(uint64_t address) { address_ = address; }
+  void set_address(uint64_t address) {
+    this->by_address_ = true;
+    this->address_ = address;
+  }
+  void set_service_uuid16(uint16_t uuid) {
+    this->by_address_ = false;
+    this->uuid_ = esp32_ble_tracker::ESPBTUUID::from_uint16(uuid);
+  }
+  void set_service_uuid32(uint32_t uuid) {
+    this->by_address_ = false;
+    this->uuid_ = esp32_ble_tracker::ESPBTUUID::from_uint32(uuid);
+  }
+  void set_service_uuid128(uint8_t *uuid) {
+    this->by_address_ = false;
+    this->uuid_ = esp32_ble_tracker::ESPBTUUID::from_raw(uuid);
+  }
   void on_scan_end() override {
     if (!this->found_)
       this->publish_state(false);
     this->found_ = false;
   }
   bool parse_device(const esp32_ble_tracker::ESPBTDevice &device) override {
-    if (device.address_uint64() == this->address_) {
-      this->publish_state(true);
-      this->found_ = true;
-      return true;
+    if (this->by_address_) {
+      if (device.address_uint64() == this->address_) {
+        this->publish_state(true);
+        this->found_ = true;
+        return true;
+      }
+    } else {
+      for (auto uuid : device.get_service_uuids()) {
+        switch (this->uuid_.get_uuid().len) {
+          case ESP_UUID_LEN_16:
+            if (uuid.get_uuid().len == ESP_UUID_LEN_16 &&
+                uuid.get_uuid().uuid.uuid16 == this->uuid_.get_uuid().uuid.uuid16) {
+              this->publish_state(true);
+              this->found_ = true;
+              return true;
+            }
+            break;
+          case ESP_UUID_LEN_32:
+            if (uuid.get_uuid().len == ESP_UUID_LEN_32 &&
+                uuid.get_uuid().uuid.uuid32 == this->uuid_.get_uuid().uuid.uuid32) {
+              this->publish_state(true);
+              this->found_ = true;
+              return true;
+            }
+            break;
+          case ESP_UUID_LEN_128:
+            if (uuid.get_uuid().len == ESP_UUID_LEN_128) {
+              for (int i = 0; i < ESP_UUID_LEN_128; i++) {
+                if (this->uuid_.get_uuid().uuid.uuid128[i] != uuid.get_uuid().uuid.uuid128[i]) {
+                  return false;
+                }
+              }
+              this->publish_state(true);
+              this->found_ = true;
+              return true;
+            }
+            break;
+        }
+      }
     }
     return false;
   }
@@ -32,7 +82,9 @@ class BLEPresenceDevice : public binary_sensor::BinarySensor,
 
  protected:
   bool found_{false};
+  bool by_address_{false};
   uint64_t address_;
+  esp32_ble_tracker::ESPBTUUID uuid_;
 };
 
 }  // namespace ble_presence
diff --git a/esphome/components/ble_rssi/ble_rssi_sensor.h b/esphome/components/ble_rssi/ble_rssi_sensor.h
index 2c296b3831..17dd0d4a7d 100644
--- a/esphome/components/ble_rssi/ble_rssi_sensor.h
+++ b/esphome/components/ble_rssi/ble_rssi_sensor.h
@@ -11,17 +11,67 @@ namespace ble_rssi {
 
 class BLERSSISensor : public sensor::Sensor, public esp32_ble_tracker::ESPBTDeviceListener, public Component {
  public:
-  void set_address(uint64_t address) { address_ = address; }
+  void set_address(uint64_t address) {
+    this->by_address_ = true;
+    this->address_ = address;
+  }
+  void set_service_uuid16(uint16_t uuid) {
+    this->by_address_ = false;
+    this->uuid_ = esp32_ble_tracker::ESPBTUUID::from_uint16(uuid);
+  }
+  void set_service_uuid32(uint32_t uuid) {
+    this->by_address_ = false;
+    this->uuid_ = esp32_ble_tracker::ESPBTUUID::from_uint32(uuid);
+  }
+  void set_service_uuid128(uint8_t *uuid) {
+    this->by_address_ = false;
+    this->uuid_ = esp32_ble_tracker::ESPBTUUID::from_raw(uuid);
+  }
   void on_scan_end() override {
     if (!this->found_)
       this->publish_state(NAN);
     this->found_ = false;
   }
   bool parse_device(const esp32_ble_tracker::ESPBTDevice &device) override {
-    if (device.address_uint64() == this->address_) {
-      this->publish_state(device.get_rssi());
-      this->found_ = true;
-      return true;
+    if (this->by_address_) {
+      if (device.address_uint64() == this->address_) {
+        this->publish_state(device.get_rssi());
+        this->found_ = true;
+        return true;
+      }
+    } else {
+      for (auto uuid : device.get_service_uuids()) {
+        switch (this->uuid_.get_uuid().len) {
+          case ESP_UUID_LEN_16:
+            if (uuid.get_uuid().len == ESP_UUID_LEN_16 &&
+                uuid.get_uuid().uuid.uuid16 == this->uuid_.get_uuid().uuid.uuid16) {
+              this->publish_state(device.get_rssi());
+              this->found_ = true;
+              return true;
+            }
+            break;
+          case ESP_UUID_LEN_32:
+            if (uuid.get_uuid().len == ESP_UUID_LEN_32 &&
+                uuid.get_uuid().uuid.uuid32 == this->uuid_.get_uuid().uuid.uuid32) {
+              this->publish_state(device.get_rssi());
+              this->found_ = true;
+              return true;
+            }
+            break;
+          case ESP_UUID_LEN_128:
+            if (uuid.get_uuid().len == ESP_UUID_LEN_128) {
+              for (int i = 0; i < ESP_UUID_LEN_128; i++) {
+                if (uuid.get_uuid().uuid.uuid128[i] != this->uuid_.get_uuid().uuid.uuid128[i]) {
+                  return false;
+                }
+              }
+              this->publish_state(device.get_rssi());
+              this->found_ = true;
+              return true;
+            }
+            break;
+        }
+      }
     }
     return false;
   }
@@ -30,7 +80,9 @@ class BLERSSISensor : public sensor::Sensor, public esp32_ble_tracker::ESPBTDevi
 
  protected:
   bool found_{false};
+  bool by_address_{false};
   uint64_t address_;
+  esp32_ble_tracker::ESPBTUUID uuid_;
 };
 
 }  // namespace ble_rssi
diff --git a/esphome/components/ble_rssi/sensor.py b/esphome/components/ble_rssi/sensor.py
index ee8f71632f..76a27e6f2b 100644
--- a/esphome/components/ble_rssi/sensor.py
+++ b/esphome/components/ble_rssi/sensor.py
@@ -1,7 +1,7 @@
 import esphome.codegen as cg
 import esphome.config_validation as cv
 from esphome.components import sensor, esp32_ble_tracker
-from esphome.const import CONF_MAC_ADDRESS, CONF_ID, UNIT_DECIBEL, ICON_SIGNAL
+from esphome.const import CONF_SERVICE_UUID, CONF_MAC_ADDRESS, CONF_ID, UNIT_DECIBEL, ICON_SIGNAL
 
 DEPENDENCIES = ['esp32_ble_tracker']
 
@@ -9,10 +9,12 @@ ble_rssi_ns = cg.esphome_ns.namespace('ble_rssi')
 BLERSSISensor = ble_rssi_ns.class_('BLERSSISensor', sensor.Sensor, cg.Component,
                                    esp32_ble_tracker.ESPBTDeviceListener)
 
-CONFIG_SCHEMA = sensor.sensor_schema(UNIT_DECIBEL, ICON_SIGNAL, 0).extend({
+CONFIG_SCHEMA = cv.All(sensor.sensor_schema(UNIT_DECIBEL, ICON_SIGNAL, 0).extend({
     cv.GenerateID(): cv.declare_id(BLERSSISensor),
-    cv.Required(CONF_MAC_ADDRESS): cv.mac_address,
-}).extend(esp32_ble_tracker.ESP_BLE_DEVICE_SCHEMA).extend(cv.COMPONENT_SCHEMA)
+    cv.Optional(CONF_MAC_ADDRESS): cv.mac_address,
+    cv.Optional(CONF_SERVICE_UUID): esp32_ble_tracker.bt_uuid,
+}).extend(esp32_ble_tracker.ESP_BLE_DEVICE_SCHEMA).extend(
+    cv.COMPONENT_SCHEMA), cv.has_exactly_one_key(CONF_MAC_ADDRESS, CONF_SERVICE_UUID))
 
 
 def to_code(config):
@@ -21,4 +23,14 @@ def to_code(config):
     yield esp32_ble_tracker.register_ble_device(var, config)
     yield sensor.register_sensor(var, config)
 
-    cg.add(var.set_address(config[CONF_MAC_ADDRESS].as_hex))
+    if CONF_MAC_ADDRESS in config:
+        cg.add(var.set_address(config[CONF_MAC_ADDRESS].as_hex))
+
+    if CONF_SERVICE_UUID in config:
+        if len(config[CONF_SERVICE_UUID]) == len(esp32_ble_tracker.bt_uuid16_format):
+            cg.add(var.set_service_uuid16(esp32_ble_tracker.as_hex(config[CONF_SERVICE_UUID])))
+        elif len(config[CONF_SERVICE_UUID]) == len(esp32_ble_tracker.bt_uuid32_format):
+            cg.add(var.set_service_uuid32(esp32_ble_tracker.as_hex(config[CONF_SERVICE_UUID])))
+        elif len(config[CONF_SERVICE_UUID]) == len(esp32_ble_tracker.bt_uuid128_format):
+            uuid128 = esp32_ble_tracker.as_hex_array(config[CONF_SERVICE_UUID])
+            cg.add(var.set_service_uuid128(uuid128))
diff --git a/esphome/components/esp32_ble_tracker/__init__.py b/esphome/components/esp32_ble_tracker/__init__.py
index 7e998e77b1..4aa5b1610a 100644
--- a/esphome/components/esp32_ble_tracker/__init__.py
+++ b/esphome/components/esp32_ble_tracker/__init__.py
@@ -1,3 +1,4 @@
+import re
 import esphome.codegen as cg
 import esphome.config_validation as cv
 from esphome.const import CONF_ID, ESP_PLATFORM_ESP32, CONF_INTERVAL, \
@@ -32,6 +33,50 @@ def validate_scan_parameters(config):
     return config
 
 
+bt_uuid16_format = 'XXXX'
+bt_uuid32_format = 'XXXXXXXX'
+bt_uuid128_format = 'XXXXXXXX-XXXX-XXXX-XXXX-XXXXXXXXXXXX'
+
+
+def bt_uuid(value):
+    in_value = cv.string_strict(value)
+    value = in_value.upper()
+
+    if len(value) == len(bt_uuid16_format):
+        pattern = re.compile("^[A-F|0-9]{4,}$")
+        if not pattern.match(value):
+            raise cv.Invalid(
+                u"Invalid hexadecimal value for 16 bit UUID format: '{}'".format(in_value))
+        return value
+    if len(value) == len(bt_uuid32_format):
+        pattern = re.compile("^[A-F|0-9]{8,}$")
+        if not pattern.match(value):
+            raise cv.Invalid(
+                u"Invalid hexadecimal value for 32 bit UUID format: '{}'".format(in_value))
+        return value
+    if len(value) == len(bt_uuid128_format):
+        pattern = re.compile(
+            "^[A-F|0-9]{8,}-[A-F|0-9]{4,}-[A-F|0-9]{4,}-[A-F|0-9]{4,}-[A-F|0-9]{12,}$")
+        if not pattern.match(value):
+            raise cv.Invalid(
+                u"Invalid hexadecimal value for 128 UUID format: '{}'".format(in_value))
+        return value
+    raise cv.Invalid(
+        u"Service UUID must be in 16 bit '{}', 32 bit '{}', or 128 bit '{}' format".format(
+            bt_uuid16_format, bt_uuid32_format, bt_uuid128_format))
+
+
+def as_hex(value):
+    return cg.RawExpression('0x{}ULL'.format(value))
+
+
+def as_hex_array(value):
+    value = value.replace("-", "")
+    cpp_array = ['0x{}'.format(part) for part in [value[i:i+2] for i in range(0, len(value), 2)]]
+    return cg.RawExpression(
+        '(uint8_t*)(const uint8_t[16]){{{}}}'.format(','.join(reversed(cpp_array))))
+
+
 CONFIG_SCHEMA = cv.Schema({
     cv.GenerateID(): cv.declare_id(ESP32BLETracker),
     cv.Optional(CONF_SCAN_PARAMETERS, default={}): cv.All(cv.Schema({
diff --git a/esphome/components/esp32_ble_tracker/esp32_ble_tracker.cpp b/esphome/components/esp32_ble_tracker/esp32_ble_tracker.cpp
index 7a5bd733a2..4b67277f16 100644
--- a/esphome/components/esp32_ble_tracker/esp32_ble_tracker.cpp
+++ b/esphome/components/esp32_ble_tracker/esp32_ble_tracker.cpp
@@ -245,6 +245,7 @@ bool ESPBTUUID::contains(uint8_t data1, uint8_t data2) const {
   }
   return false;
 }
+esp_bt_uuid_t ESPBTUUID::get_uuid() { return this->uuid_; }
 std::string ESPBTUUID::to_string() {
   char sbuf[64];
   switch (this->uuid_.len) {
diff --git a/esphome/components/esp32_ble_tracker/esp32_ble_tracker.h b/esphome/components/esp32_ble_tracker/esp32_ble_tracker.h
index 82e8e553fc..280c3fc45f 100644
--- a/esphome/components/esp32_ble_tracker/esp32_ble_tracker.h
+++ b/esphome/components/esp32_ble_tracker/esp32_ble_tracker.h
@@ -25,6 +25,8 @@ class ESPBTUUID {
 
   bool contains(uint8_t data1, uint8_t data2) const;
 
+  esp_bt_uuid_t get_uuid();
+
   std::string to_string();
 
  protected:
diff --git a/esphome/const.py b/esphome/const.py
index ffef106945..dc607d62ff 100644
--- a/esphome/const.py
+++ b/esphome/const.py
@@ -382,6 +382,7 @@ CONF_SENSORS = 'sensors'
 CONF_SEQUENCE = 'sequence'
 CONF_SERVERS = 'servers'
 CONF_SERVICE = 'service'
+CONF_SERVICE_UUID = 'service_uuid'
 CONF_SERVICES = 'services'
 CONF_SETUP_MODE = 'setup_mode'
 CONF_SETUP_PRIORITY = 'setup_priority'
diff --git a/tests/test2.yaml b/tests/test2.yaml
index 097c29285a..78e1ab149a 100644
--- a/tests/test2.yaml
+++ b/tests/test2.yaml
@@ -61,6 +61,15 @@ sensor:
   - platform: ble_rssi
     mac_address: AC:37:43:77:5F:4C
     name: "BLE Google Home Mini RSSI value"
+  - platform: ble_rssi
+    service_uuid: '11aa'
+    name: "BLE Test Service 16"
+  - platform: ble_rssi
+    service_uuid: '11223344'
+    name: "BLE Test Service 32"
+  - platform: ble_rssi
+    service_uuid: '11223344-5566-7788-99aa-bbccddeeff00'
+    name: "BLE Test Service 128"
   - platform: xiaomi_hhccjcy01
     mac_address: 94:2B:FF:5C:91:61
     temperature:
@@ -170,6 +179,15 @@ binary_sensor:
   - platform: ble_presence
     mac_address: AC:37:43:77:5F:4C
     name: "ESP32 BLE Tracker Google Home Mini"
+  - platform: ble_presence
+    service_uuid: '11aa'
+    name: "BLE Test Service 16 Presence"
+  - platform: ble_presence
+    service_uuid: '11223344'
+    name: "BLE Test Service 32 Presence"
+  - platform: ble_presence
+    service_uuid: '11223344-5566-7788-99aa-bbccddeeff00'
+    name: "BLE Test Service 128 Presence"
   - platform: esp32_touch
     name: "ESP32 Touch Pad GPIO27"
     pin: GPIO27