HELP ! My GPU temp is 20 Degrees hotter after i changed thermal paste

Something gotta be really wrong. i bought a msi gaming x trio RTX 3080 recently from a guy. It was fine in temps and all, but it seem'd dirty and so i cleaned it. I've cleaned the old thermal paste and put some new on the thing. ive put enough, done that in the past with some others gpus. This one was with the thermal pads kind of out their placement. i threw them out, put thermal paste on them and reassembled it. It was 10 deg Celsius hotter than. I thought it was the thermal pads, so i bought new ones of the internet, just got them in their place, i've reaplied the thermal paste once again, and now it is running at 20 deg hotter !!!!
it was around 70~74 when i got it, then it went to 80~84 and now it is around 90~95. I literally have no clue why it is this way. i did not do anything out of the ordinary.

i used a noctua NT-H1 thermal paste.
a 1.5mm thermal pad wich says it has a 12w/something heat transfer capacity.

what can i possibly do ? please, help me figure it out