Can not run project after adding google play services to project

Conversion to Dalvik format failed: Unable to execute dex: Java heap space

The gist is: Keep increasing the Xms and Xmx values until it either works or you run out of physical memory.

in eclipse.ini

E.g.: -XX:MaxPermSize=1536m -Dosgi.requiredJavaVersion=1.5 -Xms40m -Xmx1536m