Another thing to consider is fan curve, if you have you fans going aggressively to 100% when your system is under load vs for example 80% there is a huge delta in how noisy a system is.

That’s why it’s often god to get a cooler that exceeds the needs of your cpu (within reason of course), so you can get away with gentler fan curve and in turn get a much quieter system. I do this with a Thermalright Peerless Assassin 120 mini in my mini itx build and it’s pretty much whisper quiet and ice cold even under the heaviest of loads. I should also note I use a moderate undervolt and TJmax on my chip to keep it cooler still while it still runs at full expected performance.