Depends on how over they are, and how much potential you see in them.
Keep elevating them up the card over time until it feels like that should be their home for the timebeing. Let them cook and win some feuds before you decide if he's tapped out for now with some stuff to learn, or let's push him further up and see if they do well there as well.
Then you think about who in this space deserves to get the W over them. Which could be another guy with similar trajectory, or an established champion in that part of the card.
The idea is when they take the L, it should be to someone as over or more over, so you don't lose faith in them. "The rub" in effect.