diff --git a/src/data/lovelace.ts b/src/data/lovelace.ts
index 090bb0dfc0fd..447b803decfe 100644
--- a/src/data/lovelace.ts
+++ b/src/data/lovelace.ts
@@ -2,6 +2,7 @@ import {
   Connection,
   getCollection,
   HassEventBase,
+  HassServiceTarget,
 } from "home-assistant-js-websocket";
 import { HASSDomEvent } from "../common/dom/fire_event";
 import { HuiErrorCard } from "../panels/lovelace/cards/hui-error-card";
@@ -120,8 +121,8 @@ export interface ToggleActionConfig extends BaseActionConfig {
 export interface CallServiceActionConfig extends BaseActionConfig {
   action: "call-service";
   service: string;
+  target?: HassServiceTarget;
   service_data?: {
-    entity_id?: string | [string];
     [key: string]: any;
   };
 }
diff --git a/src/panels/lovelace/common/handle-action.ts b/src/panels/lovelace/common/handle-action.ts
index ad95273e5d73..a4339e2fe4b5 100644
--- a/src/panels/lovelace/common/handle-action.ts
+++ b/src/panels/lovelace/common/handle-action.ts
@@ -130,7 +130,12 @@ export const handleAction = async (
         return;
       }
       const [domain, service] = actionConfig.service.split(".", 2);
-      hass.callService(domain, service, actionConfig.service_data);
+      hass.callService(
+        domain,
+        service,
+        actionConfig.service_data,
+        actionConfig.target
+      );
       forwardHaptic("light");
       break;
     }
diff --git a/src/panels/lovelace/components/hui-action-editor.ts b/src/panels/lovelace/components/hui-action-editor.ts
index 7946138d6e19..831c49373573 100644
--- a/src/panels/lovelace/components/hui-action-editor.ts
+++ b/src/panels/lovelace/components/hui-action-editor.ts
@@ -15,15 +15,17 @@ import {
 } from "lit-element";
 import { fireEvent } from "../../../common/dom/fire_event";
 import "../../../components/ha-help-tooltip";
-import "../../../components/ha-service-picker";
 import {
   ActionConfig,
   CallServiceActionConfig,
   NavigateActionConfig,
   UrlActionConfig,
 } from "../../../data/lovelace";
+import { ServiceAction } from "../../../data/script";
 import { HomeAssistant } from "../../../types";
 import { EditorTarget } from "../editor/types";
+import "../../../components/ha-service-control";
+import memoizeOne from "memoize-one";
 
 @customElement("hui-action-editor")
 export class HuiActionEditor extends LitElement {
@@ -47,10 +49,15 @@ export class HuiActionEditor extends LitElement {
     return config.url_path || "";
   }
 
-  get _service(): string {
-    const config = this.config as CallServiceActionConfig;
-    return config.service || "";
-  }
+  private _serviceAction = memoizeOne(
+    (config: CallServiceActionConfig): ServiceAction => {
+      return {
+        service: config.service || "",
+        data: config.service_data,
+        target: config.target,
+      };
+    }
+  );
 
   protected render(): TemplateResult {
     if (!this.hass || !this.actions) {
@@ -117,17 +124,13 @@ export class HuiActionEditor extends LitElement {
         : ""}
       ${this.config?.action === "call-service"
         ? html`
-            <ha-service-picker
+            <ha-service-control
               .hass=${this.hass}
-              .value=${this._service}
-              .configValue=${"service"}
-              @value-changed=${this._valueChanged}
-            ></ha-service-picker>
-            <b>
-              ${this.hass!.localize(
-                "ui.panel.lovelace.editor.action-editor.editor_service_data"
-              )}
-            </b>
+              .value=${this._serviceAction(this.config)}
+              .showAdvanced=${this.hass.userData?.showAdvanced}
+              narrow
+              @value-changed=${this._serviceValueChanged}
+            ></ha-service-control>
           `
         : ""}
     `;
@@ -174,6 +177,18 @@ export class HuiActionEditor extends LitElement {
     }
   }
 
+  private _serviceValueChanged(ev: CustomEvent) {
+    ev.stopPropagation();
+    fireEvent(this, "value-changed", {
+      value: {
+        ...this.config!,
+        service: ev.detail.value.service || "",
+        service_data: ev.detail.value.data || {},
+        target: ev.detail.value.target || {},
+      },
+    });
+  }
+
   static get styles(): CSSResult {
     return css`
       .dropdown {
diff --git a/src/panels/lovelace/editor/types.ts b/src/panels/lovelace/editor/types.ts
index 2cd040cf370b..c37c3e084d25 100644
--- a/src/panels/lovelace/editor/types.ts
+++ b/src/panels/lovelace/editor/types.ts
@@ -120,20 +120,27 @@ const actionConfigStructConfirmation = union([
 
 const actionConfigStructUrl = object({
   action: literal("url"),
-  url_path: string(),
+  url_path: optional(string()),
   confirmation: optional(actionConfigStructConfirmation),
 });
 
 const actionConfigStructService = object({
   action: literal("call-service"),
-  service: string(),
+  service: optional(string()),
   service_data: optional(object()),
+  target: optional(
+    object({
+      entity_id: optional(union([string(), array(string())])),
+      device_id: optional(union([string(), array(string())])),
+      area_id: optional(union([string(), array(string())])),
+    })
+  ),
   confirmation: optional(actionConfigStructConfirmation),
 });
 
 const actionConfigStructNavigate = object({
   action: literal("navigate"),
-  navigation_path: string(),
+  navigation_path: optional(string()),
   confirmation: optional(actionConfigStructConfirmation),
 });