I need help with Bard

So, I've been doing my best to learn Bard. I understand his kit mechanics well, and I can utilize their potential fairly well. However, I am having a lot of trouble winning games with him.

Communication has been a point I'm trying to push. I ask every game if there is anything my teammates don't understand about Bard, and explain his mechanics as needed (for example, not many people seem to know that his shrines grant more hp after 10 seconds). I ping shrines where I leave them and try to make them not too out of the way. I type in chat and ping when I go to collect chimes.

My early game, I feel, is pretty strong. I leave one or two health shrines for my adc and go collect chimes after the first few levels (usually at 3 or 4). I use this opportunity to roam to mid to drop a shrine for them as well. Rush a sightstone and boots.

Mid and late game seem to be an issue. I ward where needed while roaming, but it feels like my usefulness starts to taper off some. It seems people expect me to be some kind of Thresh (build full tank and front line while trying to be a CC bot.) This doesn't work very well for me. Bard's CC is unreliable, and his shrines don't DO much late game without AP. He also does minimal damage; his bases are very underwhelming for a tanky character. Built AP, he plays something like a kite mage, which feels better. Using shrine placement, item actives, meeps, etc. to kite WITH your teammates feels good. Even with AP, however, his damage is moderate at best.

I feel like I'm doing something wrong. Even if my KDA ratios are decent, and I ward the most on my team, and I work to place shrines and gank for other lanes, it always feels as if I'm not doing enough as Bard. I don't feel this way about Soraka, Nami, Sona, or other utility supports.

Tips and suggestions greatly appreciated.