Broken Coffin - NA-West
Ullr's pretty flexible with builds, you can go with a standard ADC build, an Assassin Power-Pen build or a Crit build and you'll be fine. However if you want to utilize Ullr's full potential you should build him with a Power-Pen build and play him as a long range Assassin.
You have 2 alternatives (arguably 3) if you want an Assassin like Power-Pen build: Bluestone for dominating early game and snowballing hard or Bumba's Dagger for crushing in late game.
Though you need to be pretty consistent with your abilities and Auto Attack cancels. So these builds will test you and show you why Ullr has the highest skill ceiling. If you dominate the character you can dominate the game but if you aren't consistent with your abilities and Auto Attack cancels you'll end up being useless and losing the game.
If you go for a more standard ADC build you can build any hunter starter however I think that you'll find more useful buying Bumba's Dagger and upgrading it to Bumba's Spear.
The Crit build's kinda fun but not a serious build.
For the power-pen build you can go about it 2 ways: Bluestone for a great early game but you'll most likely end up selling it in late game, or you start with Bumba's Dagger and upgrade it to either Bumba's Hammer or Bumba's Spear for a crazy late game.
You can change some items according to the situation. For instance you should go for a Brawler's Beat Stick if there's a need for antiheal. You can use a Soul Eater, Bloodforge (if you're dominating) or Asi for more sustain, etc. However, if you don't feel the need to do so, getting the build online as it is feels really nice.
Often with your 1st relic you should go Beads and depending on the situation buy Blink or Aegis for your 2nd relic.
Bumba's Dagger
PASSIVE - Your Basic Attacks deal +25 True Damage and your Abilities deal +35% Damage versus Jungle Monsters. When you kill a Jungle Monster you are restored for 10% of the Monster's Health and 25 Mana. Can be upgraded at level 20.
Morningstar
Healing Potion
This consumable heals 250 Health over 25 seconds.
Mana Potion
This consumable heals 150 Mana over 25 seconds.
Bumba's Spear
PASSIVE - Your Basic Attacks deal +50 True Damage and your Abilities deal +35% damage against Jungle Camps, Structures, and Jungle Bosses. When you kill any of these you gain a 10% power buff for 30s and are healed for 8% of their Health, 10% of your Mana.
Y10 Evolved Transcendence
PASSIVE - You gain Physical Power equal to 2% of your Maximum Mana.
Jotunn's Wrath
Titan's Bane
PASSIVE - Your first ability cast gains 20% Physical Penetration. This can only occur once every 5 seconds.
Heartseeker
PASSIVE - Your abilities deal an additional 2% of the targets maximum Health as Physical Damage. If you have over 150 Physical Power, your ability bonus damage scales up. This effect reaches a maximum of 6% Maximum Health damage at 250 Physical Power. Subsequent hits on the same target do 75% of the bonus damage for the next 3s.
Bumba's Hammer
PASSIVE - After casting an ability your next Basic Attack deals an additional 70 True Damage. After hitting a Basic Attack empowered by Bumba’s Hammer, your active cooldowns are reduced by 0.5s and you are healed for 80 Health.
Y10 Evolved Transcendence
PASSIVE - You gain Physical Power equal to 2% of your Maximum Mana.
Hydra's Lament
PASSIVE - For 8s after using an ability, your next Basic Attack will deal an additional 30% damage. Abilities that function like basic attacks do not benefit from this. PASSIVE - This item grants 2.5 MP5 per 10% of your missing Mana.
Titan's Bane
PASSIVE - Your first ability cast gains 20% Physical Penetration. This can only occur once every 5 seconds.
Heartseeker
PASSIVE - Your abilities deal an additional 2% of the targets maximum Health as Physical Damage. If you have over 150 Physical Power, your ability bonus damage scales up. This effect reaches a maximum of 6% Maximum Health damage at 250 Physical Power. Subsequent hits on the same target do 75% of the bonus damage for the next 3s.
Morningstar
Healing Potion
This consumable heals 250 Health over 25 seconds.
Mana Potion
This consumable heals 150 Mana over 25 seconds.
Y10 Evolved Transcendence
PASSIVE - You gain Physical Power equal to 2% of your Maximum Mana.
Jotunn's Wrath
Hydra's Lament
PASSIVE - For 8s after using an ability, your next Basic Attack will deal an additional 30% damage. Abilities that function like basic attacks do not benefit from this. PASSIVE - This item grants 2.5 MP5 per 10% of your missing Mana.
Titan's Bane
PASSIVE - Your first ability cast gains 20% Physical Penetration. This can only occur once every 5 seconds.
Heartseeker
PASSIVE - Your abilities deal an additional 2% of the targets maximum Health as Physical Damage. If you have over 150 Physical Power, your ability bonus damage scales up. This effect reaches a maximum of 6% Maximum Health damage at 250 Physical Power. Subsequent hits on the same target do 75% of the bonus damage for the next 3s.
Y10 Bloodforge
PASSIVE - Killing an enemy god forges a shield from their blood with Health equal to 200 + 10 per Player Level for 20s. While the Blood Shield is active you gain +10% movement speed.
Y10 Evolved Transcendence
PASSIVE - You gain Physical Power equal to 2% of your Maximum Mana.
Jotunn's Wrath
Hydra's Lament
PASSIVE - For 8s after using an ability, your next Basic Attack will deal an additional 30% damage. Abilities that function like basic attacks do not benefit from this. PASSIVE - This item grants 2.5 MP5 per 10% of your missing Mana.
Titan's Bane
PASSIVE - Your first ability cast gains 20% Physical Penetration. This can only occur once every 5 seconds.
Heartseeker
PASSIVE - Your abilities deal an additional 2% of the targets maximum Health as Physical Damage. If you have over 150 Physical Power, your ability bonus damage scales up. This effect reaches a maximum of 6% Maximum Health damage at 250 Physical Power. Subsequent hits on the same target do 75% of the bonus damage for the next 3s.
As the title indicates this would be a more standard ADC build.
With your first relic you could go beads and depending on the situation buy blink, aegis or sundering spear for your second relic.
Bumba's Dagger
PASSIVE - Your Basic Attacks deal +25 True Damage and your Abilities deal +35% Damage versus Jungle Monsters. When you kill a Jungle Monster you are restored for 10% of the Monster's Health and 25 Mana. Can be upgraded at level 20.
Morningstar
Healing Potion
This consumable heals 250 Health over 25 seconds.
Mana Potion
This consumable heals 150 Mana over 25 seconds.
Bumba's Spear
PASSIVE - Your Basic Attacks deal +50 True Damage and your Abilities deal +35% damage against Jungle Camps, Structures, and Jungle Bosses. When you kill any of these you gain a 10% power buff for 30s and are healed for 8% of their Health, 10% of your Mana.
Y10 Evolved Transcendence
PASSIVE - You gain Physical Power equal to 2% of your Maximum Mana.
*Asi
PASSIVE - If you drop below 35% Health, you gain an additional 25% Physical Lifesteal for 5 seconds. Can only occur once every 15 seconds.
Qin's Sais
PASSIVE - On Basic Attack hits, deal Physical Damage equal to 1.5% of the target's maximum Health. If the target has over 2250 Health, the bonus damage scales up. This effect reaches a maximum of 6% of the targets Maximum Health at 2750 Health.
Heartseeker
PASSIVE - Your abilities deal an additional 2% of the targets maximum Health as Physical Damage. If you have over 150 Physical Power, your ability bonus damage scales up. This effect reaches a maximum of 6% Maximum Health damage at 250 Physical Power. Subsequent hits on the same target do 75% of the bonus damage for the next 3s.
Bumba's Hammer
PASSIVE - After casting an ability your next Basic Attack deals an additional 70 True Damage. After hitting a Basic Attack empowered by Bumba’s Hammer, your active cooldowns are reduced by 0.5s and you are healed for 80 Health.
Y10 Evolved Transcendence
PASSIVE - You gain Physical Power equal to 2% of your Maximum Mana.
Y10 Asi
PASSIVE - While below 60% Health, you gain an additional 15% Physical Lifesteal for 5 seconds. Can only occur once every 15 seconds.
Hydra's Lament
PASSIVE - For 8s after using an ability, your next Basic Attack will deal an additional 30% damage. Abilities that function like basic attacks do not benefit from this. PASSIVE - This item grants 2.5 MP5 per 10% of your missing Mana.
Qin's Sais
PASSIVE - On Basic Attack hits, deal Physical Damage equal to 1.5% of the target's maximum Health. If the target has over 2250 Health, the bonus damage scales up. This effect reaches a maximum of 6% of the targets Maximum Health at 2750 Health.
Heartseeker
PASSIVE - Your abilities deal an additional 2% of the targets maximum Health as Physical Damage. If you have over 150 Physical Power, your ability bonus damage scales up. This effect reaches a maximum of 6% Maximum Health damage at 250 Physical Power. Subsequent hits on the same target do 75% of the bonus damage for the next 3s.
For the starter item you can either begin with Bluestone Pendant or wait until late game to buy Bumba's Hammer, though since you're going Crit I find more fun to use Bumba's hammer.
If you decide to go with Bluestone Pendant you could sell it in late game and buy Qin's Sais or something like that.
With your 1st relic you could go Beads and depending on the situation buy Blink, Aegis or Sundering spear for your 2nd relic.
Remember that this isn't a serious competitive build and is just for fun.
Bumba's Dagger
PASSIVE - Your Basic Attacks deal +25 True Damage and your Abilities deal +35% Damage versus Jungle Monsters. When you kill a Jungle Monster you are restored for 10% of the Monster's Health and 25 Mana. Can be upgraded at level 20.
Morningstar
Healing Potion
This consumable heals 250 Health over 25 seconds.
Mana Potion
This consumable heals 150 Mana over 25 seconds.
Bumba's Hammer
PASSIVE - After casting an ability your next Basic Attack deals an additional 70 True Damage. After hitting a Basic Attack empowered by Bumba’s Hammer, your active cooldowns are reduced by 0.5s and you are healed for 80 Health.
Y10 Evolved Transcendence
PASSIVE - You gain Physical Power equal to 2% of your Maximum Mana.
Y10 Asi
PASSIVE - While below 60% Health, you gain an additional 15% Physical Lifesteal for 5 seconds. Can only occur once every 15 seconds.
Evolved Rage
Malice
PASSIVE - Successfully Hitting an Enemy God with a Critical Strike will subtract 3s from all of your abilities currently on Cooldown, except your Ultimate ability. This effect can only happen once every 5s.
Deathbringer
PASSIVE - Critical Strike bonus damage dealt is increased by 25%.
In pretty much every game of duel you'll need to make changes according to the situation. If you need antiheal you go with Brawler's Beat Stick or Toxic Blade, a lot of the times you need sustain so an Asi works, etc.
With the relics you often need Beads but you can choose Meditation or Magic Shell for your 1st relic, the 2nd one can be Shield of Thorns, Sundering Spear, Cursed Ankh, etc.
Everything you build really depends on the match.
Bumba's Dagger
PASSIVE - Your Basic Attacks deal +25 True Damage and your Abilities deal +35% Damage versus Jungle Monsters. When you kill a Jungle Monster you are restored for 10% of the Monster's Health and 25 Mana. Can be upgraded at level 20.
Morningstar
Chalice of Healing
This consumable heals 250 Health over 25 seconds per use. Comes with 3 uses that are refilled if you enter the Fountain, sells for 0 gold.
Bumba's Hammer
PASSIVE - After casting an ability your next Basic Attack deals an additional 70 True Damage. After hitting a Basic Attack empowered by Bumba’s Hammer, your active cooldowns are reduced by 0.5s and you are healed for 80 Health.
Y10 Evolved Transcendence
PASSIVE - You gain Physical Power equal to 2% of your Maximum Mana.
Breastplate of Valor
Hydra's Lament
PASSIVE - For 8s after using an ability, your next Basic Attack will deal an additional 30% damage. Abilities that function like basic attacks do not benefit from this. PASSIVE - This item grants 2.5 MP5 per 10% of your missing Mana.
Heartseeker
PASSIVE - Your abilities deal an additional 2% of the targets maximum Health as Physical Damage. If you have over 150 Physical Power, your ability bonus damage scales up. This effect reaches a maximum of 6% Maximum Health damage at 250 Physical Power. Subsequent hits on the same target do 75% of the bonus damage for the next 3s.
Chalice of Healing
This consumable heals 250 Health over 25 seconds per use. Comes with 3 uses that are refilled if you enter the Fountain, sells for 0 gold.
Bumba's Hammer
PASSIVE - After casting an ability your next Basic Attack deals an additional 70 True Damage. After hitting a Basic Attack empowered by Bumba’s Hammer, your active cooldowns are reduced by 0.5s and you are healed for 80 Health.
Y10 Evolved Transcendence
PASSIVE - You gain Physical Power equal to 2% of your Maximum Mana.
Genji's Guard
PASSIVE - When you take Magical Damage from Abilities your cooldowns are reduced by 3s. This can only occur once every 30s.
Hydra's Lament
PASSIVE - For 8s after using an ability, your next Basic Attack will deal an additional 30% damage. Abilities that function like basic attacks do not benefit from this. PASSIVE - This item grants 2.5 MP5 per 10% of your missing Mana.
Heartseeker
PASSIVE - Your abilities deal an additional 2% of the targets maximum Health as Physical Damage. If you have over 150 Physical Power, your ability bonus damage scales up. This effect reaches a maximum of 6% Maximum Health damage at 250 Physical Power. Subsequent hits on the same target do 75% of the bonus damage for the next 3s.
Chalice of Healing
This consumable heals 250 Health over 25 seconds per use. Comes with 3 uses that are refilled if you enter the Fountain, sells for 0 gold.
Ideally you'd spend your points maxing your 1 and 3, then a point in your 2 after that you level up every time you can your 4 and maxing your 2 last. However you often need to level up your 2 (for a chase / escape) and 4 (for sustain) earlier. So whenever you feel the need for an escape / chase you put a point in your 2 and then continue leveling up as usual. (Often I find the need to level up my 2 after I already have invested 3 points in my 1 and 3 each).