Log into your Microsoft Bing Ads account.
Select Conversion Tracking and then Conversion goals (or from the global menu at the top, Select Tools and then Conversion goals).
Click Create conversion goal.
Give the appropriate name for the conversion goal.(see below)
For Phone calls - Ruler Phone Call
For Form completions - Ruler Form
For Revenue/Sales - Ruler Revenue
Then select Offline Conversions as the type.
When selecting the value, choose The value of this conversion action may vary and set the default to 1. Ruler will either set the default value or use the value provided by you.