I have a Shield and LC9s. I like them both. The Ruger has a better trigger, and fits in the pocket better. But, after buying a 640 Pro, I may sell them both.
I like Federal "Reduced Recoil" 110 grain JHP in mine. Maybe not the most devastating ballistics, but I can shoot it very accurately, and it's pleasant to practice with.
In my experience with my 337 and 642, the Federal low recoil 110 grain loads allow me to shoot my best. I'm certainly no expert shot with a J frame so take that for what it's worth.
I have one from 1988 that is amazingly accurate and low recoiling. I think it is a great firearm for almost any game within it's limits, I use the iron sights and keep my shots to about 125 yards or less.