First thing to do is make sure your case is flowing air like it should so cooler is getting air less than 5c warmer than room. Many case do not have good airflow and cooler are often trying to cool with air 10c, 15c, sometimes even 20c warmer than room when gaming ro doing other heave load applications. As there almost exactly a 1:1 ratio between increases in air temp enter cooler to CPU temp at same fan speed and load, a 15c warmer warmer than room means CPU is 10c hotter than if air entering cooler is only 5c warmer than room. In all of my builds air entering coolers is less than 3c warmer than room air.
You might find below link to basic guide to airflow and how to optimize case airflow helpful.