Most will say lava but all are about the same.
Agree with this, in reality, bio-media is just a surface area for bacteria to live on, and those bacterial populations ebb and grow with their food supply.
Some claim more interstitial spaces make a difference, but I've not seen any noticeable evidence in my tanks.
You will not have more bacteria just because you add more stuff, of course if you add more fish than before, the bacterial population will need to ramp up to meet supply.
You could provide too little and that would be reflected only in your testing for ammonia.
If your tank has been set up for a few months, and your ammonia testing reads a 0.00 or just a trace, you have enough media.
If you test after a couple months and your still getting high numbers than maybe you need more.
And whether that media is a sponge, or some bio balls, or some submerged old toothbrushes, the bacteria don't care as long as its a surface to grow on.
I have been experimenting for decades with bio balls, lava rock, fluidized media, and foam, and have never experienced one being better than the other.