Lightning Web Components - Not available in app builder

You currently have the isExposed attribute set to false, it needs to be set to true for the component to be available on the targeted pages and app builder.

<isExposed>true</isExposed> 

By definition:

isExposed

A Boolean value. Exposes the component in all orgs, and in Lightning App Builder and Community Builder

Add targets in .js-meta.xml file of the component.

<targets>
    <target>lightning__AppPage</target>
    <target>lightning__RecordPage</target>
    <target>lightning__HomePage</target>
</targets>

The issue wasn't the deploy, it was me - I'm inexperienced with Visual Studio Code.

I wasn't following the correct order of actions. The local save wasn't happening, so I was repeatedly deploying a "blank" component to the server.

I've ensured that the local save is happening and the components are now showing up as expected.