depends on your fan profile and how you have you hooked up to your motherboard and your fan settings. I have the 240 and when i first installed it, it was loud until I changed my fan settings.
The pump should be plugged into the CPU fan socket on the motherboard. In the bio, the cpu fan speed setting should be set to disabled so it gets full power all the time. You don't need the pump ramping up or down based on temp.
The fans for the cooler ,should be on a motherboard fan header. That should be set to automatic control and then if your bios allows, set to a standard or quiet profile. turbo/off, etc will be loud. What motherboard, be easier to see what your bios supports.
Also, what are your temps like, important part to see if it's ramping up to that speed because of bad themal contact, or just the fans running on full because of fan management settings.