Depends on your style. Do you do organic music, e.g. folk/jazz/rock, or modern electronica/dance?
If the former, the longstanding practice has been to use two reverb busses, one with a short "roomy" tail and the other with a longer "hall" type tail. Yes, you're (mostly) trying to simulate a band playing in a real physical space with the short reverb, but also helping out the lead vocal with the long one.
If your style is the latter, sorry, I can't help. Best guess: use a single long reverb and dial it up until it's obviously too much, then add a little more.