Unfortunately nothing you can do, its over utilisation and sold demand in your area.
All VM care about as an ISP is turnover and download speed which generates more customers.
Your better of trying the second best "speed" ISP, then track the ping on your 30 day free trial to see if it is better.
That is what I will be doing.
I attach below an example of latency in area reference 03. This will give you an idea of how terrible and over sold the area is with the false advertisement!
https://www.thinkbroadband.com/broadband/monitoring/quality/share/e78c81afeaaa04a20537f035c8f3821f0177e1fe