Place it just before the reveal, then follow the scare with Mission Failed Meme Sound if the player gets caught, or GTA V Wasted Sound Effect after a death on screen. Keep it early in the sequence so the later payoff lands.
About this sound
This is a brief human breath heard very close up, lasting about two and a half seconds, with each intake sounding slow and deliberate. It feels quiet but threatening, building suspense and a nervous pause as if danger is waiting just outside the door. It is the breathing cue from Five Nights at Freddy's 4, the 2015 horror game where listening carefully is a core part of play.