There are only two times when JSON is a particularly good choice: when it's important for the messages themselves to be human-readable, or when it's important to be able to consume it from JavaScript without using a library. Any other time, something like protocol buffers is going to give you lower latency, lower bandwidth requirements, lower CPU costs, lower development effort, less need for maintaining documentation, and better standardization.
If you ditch the HTTP stuff while you're at it, you can also handily circumvent all the ambiguities and inter-developer holy wars that are all but inherent to the process of taking your service's semantics, whatever they are, and trying to shoehorn them into a 30-year-old protocol that was really only meant to be used for transferring hypermedia documents. Instead you get to design your own protocol that meets your own needs. Which, if you're already building on top of something like protobuf, will probably end up being a much simpler and easier-to-use protocol than HTTP.