Not addressing the awful matchmaking, I would go for champs personally.
Champion knowledge (which you get best from owning/playing champions) matters a lot more than the minor advantages you get from t3 runes over t2 runes. Running 9 t3 armor yellows gives you 2 more armor than 9 t2 armor yellows. 2.
Personally I find a more diverse champion pool a lot more fun than buying new runes. Getting a new champion opens up a whole new way to play the game, while an extra 1% attack speed really won't increase your enjoyment at all.
If you're going to play ranked (which isn't a good idea to do generally right after you hit 30) you should probably atleast get a basic ad and basic ap t3 rune page, maybe a 3rd for tank. But champion knowledge, micro play, and macro play are going to be a lot more important than the minor advantages you get from t3 runes. I promise if you gave bjergsen or imaqtpie or faker or whatever challenger player a blank rune page and put them in a bronze or silver game, they would still stomp. Hell, even faker only has 3 rune pages. Unless you're trying to play at the highest competitive level possible where an extra 2 armor actually matters, it doesn't seem like a good use of IP if you're trying to just have fun.
So while t3 runes are something you should eventually get, I personally wouldn't make it a major priority.