What paste are you using?
I had the same thing happen when i used your method of application. I started with the paste that came with my cooler (Cryorig H7), it is CP-9. By using the recommended application method by the manufacturer it dropped the temps by 11c at idle. That was covering the CPU with paste and smoothing with a credit card. My temps went from 41c down to 30c idle and 5c difference at high load.
Not all paste is applied the same way. The only paste that I know of that recommends the rice sized bit and let the HSF spread it, is Arctic Silver.