Choose the right reverb character
Room, plate and hall reverbs create different impressions of size and distance. Choose one that complements the vocal rather than defaulting to the longest preset.
Try a short plate for presence or a subtle room for cohesion, then compare with the dry lead.
Control the wet signal
Too much reverb can blur consonants and move the vocal behind the beat. Start low and increase only until the space is noticeable.
Use a send so the dry vocal stays clear while the reverb level can be balanced independently.
Shape the reverb return
Filtering the effect return can prevent low-frequency buildup and harsh high-frequency tails. Pre-delay can help the initial word remain distinct.
High-pass the return as appropriate and adjust pre-delay while listening to fast lyrics and sustained notes.
Automate effects by phrase
A vocal may need less ambience during a dense verse and more on a held note or phrase ending. Automation keeps the effect responsive.
Raise the send on the final word of a hook, then return it to the normal level before the next line.