Exclude child pages from archive.php

Of course it is possible. All you have to do is to set post_parent argument to 0.

function remove_children_from_archive( $query ) {
    if ( ! is_admin() && $query->is_main_query() && is_post_type_archive('my_custom_post_type') ) {
        // of course you'll have to change my_custom_post_type to real slug - probably services
        $query->set( 'post_parent', 0 );
    }
}
add_action( 'pre_get_posts', 'remove_children_from_archive' );