For rollover buttons where the bulb may be mounted perpendicular to the insert, you might want to consider a flex bulb which allows you to bend the LED into position to shine up for maximum illumination.
https://www.cometpinball.com/products/1smd-flex-non-ghosting
I used these for some kickout hole special when lit, because a traditional bulb mounted at the 90-degree angle didn’t make it dynamic enough. I bent the LED right up against the insert.