The software company unveiled the site "bingiton.com" where users can input five search queries and the unbranded search results of Bing and Google will be shown in two columns, reported Xinhua.
For each query, users can choose a winner (or a draw) and the test will show which search engine come on top in the end.
Microsoft said that an independent study by the company shows people chose Bing search results over Google nearly 2-to-1 in blind comparison tests.
Starting Thursday, the "Bing It On" challenge will be promoted in the US via TV and on-line ad campaign, and will be featured in Microsoft retail stores.
"It's time to break the Google habit and learn why you deserve more from your search engine," Mike Nichols, corporate vice president and chief marketing officer of Bing, said in a statement.
According to research firm comScore, Google accounts for almost 67 percent of all searches in the US in July, while Bing has slightly over 15 percent.