I have had very good luck with Ford Motorcraft OEM touch up paint on small chips. I buy the two part, base color and clear. You do want at least a small indentation left for the paint. If your chip is really deep, I'd fill it with glazing putty first to get it close. Once your paint is filled in and hardened, it will possibly be higher than the surface around, but that is ok. You will have to wet sand that back down flat. A very small chip repair is hard to sand. I picked up a tip a few weeks ago and used it myself to great success. I used a hole punch and some pencils with new erasers and crazy glue. I punched out the grits I needed, 600, 1500, 2000, 3000 and glued them down to the erasers. I also used a marker to write which grit was on each pencil. Them work from coarse to fine and wet sand it down. Don't panic when you see white hazing, as long as there is clear coat around the chip, it will haze up, that is normal. Work from coarse to fine to very fine. Once it's flat, compound it with a DA or by hand. Then use a swirl remover, polish, wax.
I also had to re-spray my entire front bumper and had some bad luck with some spray paint off Amazon, it did not match at all! I was initially sold on the ease of application they claimed and I was feeling too lazy to clean my hvlp gun... I went with the easy option and paid for it because I had to re-sand it down, get a customer paint patch from a local supplier that Ford referred me to, and now the bumper is sprayed to match.
The procedure I detailed above works really well, it takes multiple steps but done right, you will be the only one who will ever be able to find the repair.