I'd probably switch Close Combat for Earthquake, and decide what you want more, Crunch or Fire Punch. I think Crunch would be helpful. Otherwise, a Gengar would own it like Mike's did.
Rethinking my movset, I think I need to consider how I am going to take out my counters because SD facade kills much everything.
Notable OU+BL's that resist Facade / Other worries - Empoleon, Rhyperior, Aerodactyl, Lucario, Bronzong, Skarmory, Dusknoir, Gyarados (intimidate), Metagross, Hippowdown, Weezing, Jirachi, Donphan, Spiritomb, Magnezone, Forretress, Scizor, Salamence (intimidate), Tyranitar, Dugtrio.
Lets consider that I have a Swords Dance up, as without it attacks become 2KOs and Ursaring isn't likely to live too long. Considering that I won't switch in Ursaring on anything that isn't asleep and wont send it in after one of mine faints on any of these threats it isn't a far fetched idea. Most of these (aka Any of the single-resists) are 2KO'd by SD Facade but OHKO'd by their respective SE hit.
Assuming I start with Ursaring, the most and yet least optimal situation to me is one where the pokemon in question switches in a resistant type or physical wall on my Ursaring when he Swords Dances (or Dusknoir on my Facade). In the case where the opponent is outspeeding me and has an SE move or has a Choiced STAB move I can't do anything anyway. In the situation where the opponent switches in their physical wall or resistant type on a Facade they get killed on the next turn if they don't outspeed me (343 speed outspeeds anything up to speed boosting base 106, ties at neutral base 122, ties at CS neutral base 65).
Notable - BulkDos takes 88-103% after intimidate, isn't going to OHKO me with Waterfall, and I outspeed him. No def EV Salamence is OHKO'd too after intimidate. Aerodactyl dies to SD Facade despite resisting it.
Skarmory is 2KO'd by Fire Punch unless I get minimum damage both times, but SD Facade does much more (55% min FP vs. 77% min Facade unless my math is bad) so it gets KO'd unless it switches in on my SD (and WW'ing me out is fine because if I come in for a 'revenge kill' then I take a hit an SD like I would anyway). It's Brave Bird (on the typical 96 atk EV build) won't even bring me close to killing myself with Toxic on the same turn AND I outspeed it so it dies on the next turn. All in all, Skarmory isn't really threatening to Ursaring at all because he doesn't have the ability to do anything back but send me away at the cost of taking huge damage themselves. Hippowdon, Donphan, Cloyster, Weezing, and other Facade-vulnerable physical walls fall into a similar situation, being unable to deal significant damage to me before I kill them. Spinner Donphan probably has the best shot of them all (EQ, Ice Shard, die then switch in pokemon with Protect).
Dusknoir... I need Crunch or EQ to 2KO him, he takes 86-102% from SD Crunch. He can't WoW me though because Toxic orb has activated, he can't STAB on me, but Focus Blast or Brick Break would hurt enough to put me into Toxic killing me in another turn or two. Also rechecked my math, even with SD looks like Fire Punch won't OHKO Gengar and EQ misses him.
Rhyperior can take me on easily, or can he? Defensive Rhyperior takes 45-53% from SD EQ which means he can get in the take on the hits to kill me. However, Facade avoids the Solid Rock effect and gets in 63-74%. Rhyperior's got excellent attack and can deal me a near fatal wound with EQ or Stone edge (67-79%), but once again I outspeed it to deal the finishing blow and strike again unless he gets a critical. Offensive CB Rhyperior puts an end to the bear with EQ, 132% minimum damage.
Bronzong takes 43-51% from SD Facade meaning a certain 3KO due to leftovers, while SD Fire punch deals 63-74%. But what can he do back? Slowest possible Bronzong's Gyro Ball is 137BP versus Quick feet Ursaring, dealing a little less than Rhyperior but still a sizable chunk of damage. Hypnosis wont work, but explosion kills no calculations needed. This makes Bronzong the best switch-in on a Swords Dance, but he still can't come in on a Facade or he will die.
Baton Pass Scizor, the most defensive is 2KO'd by Facade, Fire Punch does 76-90%. The least defensive Scizor still isn't killed by Facade, although it takes 81% minimum damage.
Swarm'd X-scissor or Technician Aerial Ace from defensive Scizor hurt alot but unless they do max damage Ursaring should be able to get in one or two more hits. Probably the most likely to trade with Ursa 1-1.
CB Dugtrio. Adamant 339 speed, Ursaring is 343 after his first turn. Jolly Duggy has a chance of letting Toxic finish the work if it does max damage with EQ, but were talking about Jolly nature and Dugrrio in the same sentence here. 'Nuff said, Dugtrio eats it.
Fast things that hurt. If I open with Ursa and my opponent sends out anything strong with Choice Band / Specs I probably can't take the hit and die. Something faster than Ursaring switching in with a strong STAB or SE move kills me. My best bet is that my opponent sends in Hippowdon, his Spiker,
So tl:dr. The only things I need to deal with that EQ, Facade, or an advantageous matchup wont take care of are Bronzong and Scizor unless I missed something again. By this, I say that Swords Dance, Facade, Earthquake, and Crunch would be my optimal moveset, as PKMN Breeder Jack predicted.
