Rails Callbacks: 5 Best Practices Used at Gusto
medium.com
medium.com
It's worth noting, however, that not everyone agrees with this approach. DHH thinks that it's clearer to use concerns and callbacks than service objects in most cases. Worth watching his "Writing Software Well" video series (https://www.youtube.com/watch?v=m1jOWu7woKM) for an alternative perspective where you can look at some real, production Basecamp code and see how his viewpoint looks in practice.
A good rule of thumb I heard about Model callbacks is they should only be used to persist or modify state about themselves. I.e. creating and persisting many other ActiveRecord relations, in response to a callback, is a road to misery.
I will also comment more generally that I believe notifications + callbacks is a very difficult area of Rails architecture that is not well handled in the MVC approach it provides.
I would look to Rails event store as a path for decoupling service objects even more, from the sequential actions that lead to their creation.