I'd have Ryder in an important US title match at a PPV, make sure it's in a hot place so the crowd are REALLY into it. Zack overcomes it, wins and legitimises his character a bit but suddenly Ambrose attacks him after the celebrations. Does something sick to him, don't know what. Something unusual in a beat down, I'm talking like boogey-man sick (not with worms or anything but yeah you get the point) and book Ambrose as a mentally-disturbed crazy animal of a wrestler. After beating him down he cuts a promo saying it's his time, insult the crowd + relate to the fact he's crazy by some weird story. Needs to be a hot crowd to eat into Ambrose, any bad city and the crowd will be like "who?" and won't give him the heat he deserves.
Then they build up Ryder vs Ambrose for the next PPV keeping Ambrose looking strong and now a cowardly heel, but a legitimate crazy SOB in the ring too. Ryder and Ambrose avoid wrestling each other, all it is will be sneak attacks and maybe one backstage brawl. Ambrose overcomes Ryder and become US Champion. Perhaps book it as Ryder is injured for 2 months, and on his YouTube show he mentions his injury and builds the feud up more. Ambrose feuds with another face, overcomes them, Ryder returns to massive pops gets the title back and Ambrose becomes lower-main event. Fantasy booking, but yeah.