There is no such rule of thumb.
The controlling factors in bullet selection are:
1. Rifling twist -- and most standard calibers have a twist fast enough to stabilize the heaviest bullet offered in the cartridge in question. An exception is the .223 Remington and similar .22 varmint cartridges, which were originally designed for bullets in the 55-grain range, but which now also have much heavier bullets. So if you have a .223 or .22-250, you need to check the rate of twist before investing in heavy bullets.
2. Intended use. For example, your .243 is considered a dual-purpose rifle, good for both larger game (deer, antelope, etc.) and varmints (rock chucks, coyotes, etc.) If you are hunting big game, use the heavier bullets.