For most consumers, and that's probably 95%... Malwarebytes is the best option.
Why?
1. Cheap
2. Strong/Effective
3. Not bloatware.
It's resident agent doesn't slow you down and gum things up like McAfee and Norton, and you can download it for free to try (it will stay unlocked forever just as a manually scanner), and when you license it, it goes into 24/7 resident protection mode blocking all the common stuff + ransomware, etc etc.
Is it perfect? No, but again it's GREAT for 95%+ of the population.
Will it stop you from doing really stupid stuff like falling for scams? No, not always. You still have to practice not being a stupid human...