There is an MS DOS tool you can use to add a service. It is SC.EXE. I shall illustrate its use with an example.
Suppose, that I had installed two Coldfusion 11 instances named testInstance1 and myNewCFInstance. Their installation directories are, respectively
C:\ColdFusion11\testInstance1\
C:\ColdFusion11\myNewCFInstance\
To add them as Windows services, you could proceed as follows.
Click on the Windows Start symbol.
When you type cmd in the search field, a link to the DOS command prompt should appear.
Right-click on the link and select to Run as Administrator. You should now get the DOS command prompt.
You can now run the DOS command, SC, to add a Windows service. You will have to do this for each and every instance you wish to add, one instance at a time.
testInstance1
Type the following after the prompt and press enter:
sc create "ColdFusion 11 testInstance1" binPath= C:\ColdFusion11\testInstance1\bin\coldfusionsvc.exe start= auto DisplayName= "ColdFusion 11 testInstance1"
Explanation:
- You must leave a single space after each equal (=) sign.
- "ColdFusion 11 testInstance1" is the name of the Windows service.
- The start type is Automatic.

You should get the result "SUCCESS".
To add the description, you have to run SC once again:
sc description "ColdFusion 11 testInstance1" "My first ColdFusion 11 instance"
Explanation:
- You must use the exact Windows service name. It is, in this case, "ColdFusion 11 testInstance1".
- You may use any description you like. But I would advise you to use something like "ColdFusion 11 instance name_of_instance"

myNewCFInstance
For my second instance, the DOS commands I used to create the Windows service and to add the description were, respectively,
sc create "ColdFusion 11 myNewCFInstance" binPath= C:\ColdFusion11\myNewCFInstance\bin\coldfusionsvc.exe start= auto DisplayName= "ColdFusion 11 myNewCFInstance"
Followed by
sc description "ColdFusion 11 myNewCFInstance" "ColdFusion 11 instance myNewCFInstance"
Some references:
https://coldfusionsolution.wordpress.com/2014/11/12/how-to-create-service-for-coldfusion/
http://stackoverflow.com/questions/29702700/sc-exe-how-to-set-up-the-description-for-the-windows-service
https://forums.adobe.com/thread/1152396
Should you make a mistake, and wish to delete a service, then see
How to Delete a Windows Service in Windows 7, 8, 10, Vista, or XP