My Ruger 77/22 Hornet has only seen about 15 rounds of factory ammo in the years that I have owned it. Factory ammo is just too expensive for me to shoot, the only reason I have the one box I do, is it was given to my for christmas.
I handload for mine, and use 35-45 grain, but usually stick with 40's. My go-to load is 10.5 grains of W296 and a 40 grain soft or hollow point. Its good for around 2,750 fps from my rifle, and turns varmits into chunky red mist quite well.
I don't usually buy the premium bullets, and shoot a lot of Speer 40 grain soft points and Midway Dogtown HP's. Bullets of that size are so fragile already, that stepping up to a premium varmit bullet doesn't seem worth the money to me.
I have loaded Nosler Ballistic tips and Barnes Varmit Grenades for my rifle, and while they preform quite well, you have to seat them deeper than normal to work with the rotory magazine used in the Ruger, so it makes them a bit of a pain to work with.