diff --git a/codegen-core/src/main/kotlin/software/amazon/smithy/rust/codegen/core/smithy/protocols/ProtocolLoader.kt b/codegen-core/src/main/kotlin/software/amazon/smithy/rust/codegen/core/smithy/protocols/ProtocolLoader.kt
index 5bf333ab8d..65c4c0d8e5 100644
--- a/codegen-core/src/main/kotlin/software/amazon/smithy/rust/codegen/core/smithy/protocols/ProtocolLoader.kt
+++ b/codegen-core/src/main/kotlin/software/amazon/smithy/rust/codegen/core/smithy/protocols/ProtocolLoader.kt
@@ -14,15 +14,27 @@ import software.amazon.smithy.model.traits.Trait
 import software.amazon.smithy.rust.codegen.core.smithy.CodegenContext
 
 open class ProtocolLoader<T, C : CodegenContext>(private val supportedProtocols: ProtocolMap<T, C>) {
+    private fun formatProtocols(): String {
+        return supportedProtocols.keys.joinToString(
+            prefix = "\t",
+            separator = "\n\t",
+        )
+    }
+
     fun protocolFor(
         model: Model,
         serviceShape: ServiceShape,
     ): Pair<ShapeId, ProtocolGeneratorFactory<T, C>> {
         val protocols: MutableMap<ShapeId, Trait> = ServiceIndex.of(model).getProtocols(serviceShape)
+        if (protocols.isEmpty()) {
+            throw CodegenException("Service must have a protocol trait. Available protocols:\n${formatProtocols()}")
+        }
+
         val matchingProtocols =
             protocols.keys.mapNotNull { protocolId -> supportedProtocols[protocolId]?.let { protocolId to it } }
         if (matchingProtocols.isEmpty()) {
-            throw CodegenException("No matching protocol — service offers: ${protocols.keys}. We offer: ${supportedProtocols.keys}")
+            val specified = protocols.keys.joinToString(", ")
+            throw CodegenException("Unable to find a matching protocol. Model specifies $specified, but must match an available protocol:\n${formatProtocols()}")
         }
         return matchingProtocols.first()
     }
diff --git a/codegen-server/src/test/kotlin/software/amazon/smithy/rust/codegen/server/smithy/protocols/ServerProtocolLoaderTest.kt b/codegen-server/src/test/kotlin/software/amazon/smithy/rust/codegen/server/smithy/protocols/ServerProtocolLoaderTest.kt
new file mode 100644
index 0000000000..61597f5df8
--- /dev/null
+++ b/codegen-server/src/test/kotlin/software/amazon/smithy/rust/codegen/server/smithy/protocols/ServerProtocolLoaderTest.kt
@@ -0,0 +1,107 @@
+/*
+ * Copyright Amazon.com, Inc. or its affiliates. All Rights Reserved.
+ * SPDX-License-Identifier: Apache-2.0
+ */
+
+package software.amazon.smithy.rust.codegen.server.smithy.protocols
+
+import io.kotest.assertions.throwables.shouldThrow
+import io.kotest.matchers.shouldBe
+import io.kotest.matchers.string.shouldContain
+import org.junit.jupiter.api.Test
+import software.amazon.smithy.aws.traits.protocols.AwsJson1_1Trait
+import software.amazon.smithy.aws.traits.protocols.RestJson1Trait
+import software.amazon.smithy.aws.traits.protocols.RestXmlTrait
+import software.amazon.smithy.codegen.core.CodegenException
+import software.amazon.smithy.rust.codegen.core.smithy.protocols.AwsJsonVersion
+import software.amazon.smithy.rust.codegen.core.testutil.asSmithyModel
+
+class ServerProtocolLoaderTest {
+    private val testModel =
+        """
+        ${"$"}version: "2"
+
+        namespace test
+
+        use aws.api#service
+        use aws.protocols#awsJson1_0
+
+        @awsJson1_0
+        @service(
+            sdkId: "Test",
+            arnNamespace: "test"
+        )
+        service TestService {
+            version: "2024-04-01"
+        }
+        """.asSmithyModel(smithyVersion = "2.0")
+
+    private val testModelNoProtocol =
+        """
+        ${"$"}version: "2"
+
+        namespace test
+
+        use aws.api#service
+
+        @service(
+            sdkId: "Test",
+            arnNamespace: "test"
+        )
+        service TestService {
+            version: "2024-04-01"
+        }
+        """.asSmithyModel(smithyVersion = "2.0")
+
+    @Test
+    fun `ensures protocols are matched`() {
+        val loader = ServerProtocolLoader(ServerProtocolLoader.DefaultProtocols)
+
+        val (shape, _) = loader.protocolFor(testModel, testModel.serviceShapes.first())
+
+        shape.name shouldBe "awsJson1_0"
+    }
+
+    @Test
+    fun `ensures unmatched service protocol fails`() {
+        val loader =
+            ServerProtocolLoader(
+                mapOf(
+                    RestJson1Trait.ID to
+                        ServerRestJsonFactory(
+                            additionalServerHttpBoundProtocolCustomizations =
+                                listOf(
+                                    StreamPayloadSerializerCustomization(),
+                                ),
+                        ),
+                    RestXmlTrait.ID to
+                        ServerRestXmlFactory(
+                            additionalServerHttpBoundProtocolCustomizations =
+                                listOf(
+                                    StreamPayloadSerializerCustomization(),
+                                ),
+                        ),
+                    AwsJson1_1Trait.ID to
+                        ServerAwsJsonFactory(
+                            AwsJsonVersion.Json11,
+                            additionalServerHttpBoundProtocolCustomizations = listOf(StreamPayloadSerializerCustomization()),
+                        ),
+                ),
+            )
+        val exception =
+            shouldThrow<CodegenException> {
+                loader.protocolFor(testModel, testModel.serviceShapes.first())
+            }
+        exception.message shouldContain("Unable to find a matching protocol")
+    }
+
+    @Test
+    fun `ensures service without protocol fails`() {
+        val loader = ServerProtocolLoader(ServerProtocolLoader.DefaultProtocols)
+        val exception =
+            shouldThrow<CodegenException> {
+                loader.protocolFor(testModelNoProtocol, testModelNoProtocol.serviceShapes.first())
+            }
+        exception.message shouldContain("Service must have a protocol trait")
+    }
+}