Personally i am really a fan (pun intended) of the large 200mm case fans.
They are silent and the amount of air they can push is greater than two or even three smaller fans (according to math).
I use PC cases that house primarily these large 200mm fans wherever possible and so far i am very satisfied with them.
Obviously thermal paste is EXXXXXXXTREMELY important, and surprisingly there is a difference in quality between thermal pastes.
Overall they are all very cheap considering that one tube will last you for at least a year or two (even longer) so frankly always go for the best available.
CPU cooling is very important and you need a good reliable quality CPU cooler that will be properly mounted and properly applied the thermal paste.
If your PC is kinda old then dont spend a lot of $ on an old system, a high quality air cooler will do the job.
Google "best X 2018" for various articles on which products seem to do their job well and for what price.