You should check the bandwidth usage in your router. traceroutes dont narrow down where the issue is. traceroute does a few pings to each ip that it knows is part of the route. so if it's not consistently going up to the destination then your results aren't indicative of much besides congestion somewhere. ISP keep their pipes clean for the most part. id check your own bandwidth usage or any weak links in your local network.
you need to test more to draw any conclusions. when you have no packet loss at the last few that also means you dont have packet loss at the first few. you shouldn't be seeing any packet loss to the first one. thats a sign that something is congested or not working locally. it's also odd the latency didn't jump significantly.
I'd recommend using iperf3 and test your local lan speeds against a machine that is wired 1Gbs. anything else wired should be getting 900+ Mbs. more detail of your local setup too. wifi, mesh, wired, powerline, etc.