IAQ is mostly filtration. A MERV 13 media filter cabinet catches most smoke-season particulates, pollen, pet dander, and dust without restricting airflow the way a 1-inch high-MERV filter does. $500 to $900 installed, lasts 6-12 months per filter.
After filtration, two upgrades earn their cost for the right home: a heat recovery ventilator (HRV) for tight modern homes that need fresh air without losing heat, and a whole-home dehumidifier for basement humidity issues.
UV lamps, ionizers, and air purifying sprays: skip them. They don't move the needle on real IAQ measurements. We won't install them.