The Scroogled campaign was simply about the cost differences for businesses to advertise on Bing vs. Google. So, in other words, just like any other ad campaign you see between competitors...
I should add that i have not seen Google itself run such attack ads.
What I have always found strange is that the companies that seem to attack google on privacy are not so hot themselves. Microsoft's rifling through hotmail emails to catch a leaker, and Apple's handing over of iCloud data for Chinese users are examples of things Google has never done.
Microsoft : https://www.forbes.com/sites/kashmirhill/2014/03/28/microsof...
Apple : https://www.theverge.com/2018/7/18/17587304/apple-icloud-chi...