Liquid cooling seems overkill. A decent air cooler is much simpler to fit, more reliable, and will keep the temperature well under 100C under even the heaviest loads.
Trying to keep the temp down to under 90, under 80 etc is just a for of cooler masturbation. You won't keep a computer long enough to hurt the CPU at 100 C.
People of course disagree over relative merits of brands. I've been pleased with Noctua 12, 14, 15 (depending on socket or case size or whatever). Not the cheapest, but not crazy expensive, and they are easy to fit and definitely do the business. So I haven't bothered to try anything else.