There are three big variables.
- The size of the target,
- the Distance to the target
- the reflectivity of the target.
- The amount of ambient light - usually Sunlight
These will affect your ability to range, and I'm guessing one of them, or maybe more is your issue.
To get some idea of what is going on, chooses a white sheet of paper - it's 88% reflective.
You should get good numbers from it.
And after each range you can ask for the signal strength, and the ambient rate.
Is the strengh high and the ambient low?
Then use your hand - it's about 50% reflective and most hands are about the same size.
you should be able to see it - to about 70cm.
If you have $50 to spend, invest in the P-NUCLEO-6180A2 development board.
Use that system to get the right answer. It has a logging function that will tell you what is going on.
And if that system works and yours does not, you might figure out what is going wrong using the log data.