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Negative political ads work; that’s why we continue to see them. But negative search engine ads? Apparently, not so much.

Microsoft is reportedly ending its “Scroogled” campaign, which was launched in November to attack Google’s all-paid-inclusion shopping search results. Earlier this year, the Scroogled campaign expanded to take on Gmail privacy.

The theme of the overall campaign was “Google deception” or “Google dishonesty.” Google doesn’t tell you that its shopping search results are all paid. Google doesn’t tell you that it scans your (private) email to deliver ads in Gmail.

Microsoft also started an online petition to “Tell Google to stop going through your email to sell ads.” The petition more than accomplished its goal of 25,000 signatures (it captured 114,000). Notwithstanding the petition signatures, the ads seem to have had little if any impact.

Google’s search market share remained stable throughout the period of the campaign.

Gmail claims to be the global webmail leader, though some percentage of users have accounts because of Android. It’s second to Yahoo in the US according to comScore data. (Microsoft recently migrated users from Hotmail to Outlook.com.) While there was an initial uproar over Gmail privacy when ads first appeared in the service years ago, there seems to be comparatively little concern about it today — or at least that concern hasn’t translated into migration away from Gmail.

The Scroogled campaign was widely believed to be the brainchild of former Hillary Clinton campaign manager and Microsoft strategy consultant Mark Penn. However, Microsoft said that Penn “had little to do with Scroogled.” Penn’s PR firm, however, ran an anti-Google campaign on behalf of Facebook in 2011.

Microsoft’s earlier “Bing it on” Pepsi-challengesque campaign, which argued that people actually prefer Bing to Google in a blind comparison, also had little impact on the market. Indeed, Microsoft has spent countless millions in marketing on Bing. While those campaigns have no doubt boosted Bing as a brand and resulted in some lift in usage, almost all of that has come at the expense of Search Alliance partner Yahoo.

Having tried positive ads and attack ads, it’s not clear what sort of campaign would “stick” against Google. There probably is an effective approach, but Bing and its ad agency haven’t found it yet.

Below is a selection of the Scroogled and anti-Gmail ads Microsoft ran.

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