In AM mode modulation does not get you anymore distance, only makes you louder at the receive end.
In AM modulation is everything. Modulation equals power equals distance equals loudness at the receive end. In FM modulation will not gain distance. In FM output power is constant. In AM output power varies with modulation.
Please remember percent is a relative value. Percent modulation is a percent of demanded output power.
A CB radio in the US generates 4 Watts of carrier power. At 100% modulation the radio produces 16 Watts. That's how AM applied this way works. The carrier plus the upper and lower sideband is 4 times the carrier alone. Manufacturers are limited by law to building the radio with output devices limited to 10 Watts total power dissipation (which is not a peak value). What this means is the radio will not make 100% modulation all the time, a 100% duty cycle. If you were to broadcast only a solid tone you could not achieve 100% modulation without severe distortion. But our voices aren't tones and the output is normally sufficient. When you see a radio specification indicating 80% modulation it may be referring to an average and not peak. A CB radio will only make 100% modulation at audio peaks. Average audio is much less.
If we had a radio with only 2 Watts of carrier power, 100% modulation requires 8 Watts, easily achieved by any CB radio without distortion. It's 100%, that's better than 70% from a 4 Watt radio right? Or maybe not.
Everyone wants the most out of their radio. The trick is to generate as high of modulation as possible without distortion. Distortion in this case will come from the output device running out of power to keep up with demand. The goal is to move the average as high as we can. As the average goes up so do the peaks and we introduce that distortion. This is where audio compression and limiting come in. By compressing the audio we can increase the average without increasing the peaks so the audio can produce more modulation over the given time period. That's exactly what commercial broadcasters do. There's a fine line where we find maximum average modulation without distortion. Distortion is bad, it wastes power and "dirties" the signal making you more unintelligible and often produces interference.
Factory settings are seldom optimized. But there is a finite amount of optimization that can be done. Increases in performance are typically only a few percent by tweaking the radio. Another tweak (not generally available on CB radios) is to reduce carrier power. This avails more power for the modulation part of the signal. The times 4 rules goes out the window as does positive to negative modulation balance. The trouble is you are trying to reach radios expecting a standard AM signal and you're no longer making one. I would tweak the radio modulation. I would also make sure it's exactly on frequency. If you can't accurately measure these things don't do it. Don't expect dramatic results. Adding an audio compressor can substantially improve performance.