ADC Ezreal build tips

If you take a look at my match history I'm doing pretty well as Ezreal. I get kills and generally avoid taking damage because I have decent positioning and avoid them being able to attack me. Close enough to where I can attack them, but far enough away that they can't attack me. I don't mean to toot my own horn, but my mechanics aren't my problem. However, there is one piece I seem to be missing. My go-to build is 3 items: iceborn gauntlet, beserker greaves, and Essence Reaver. However, beyond that it seems to be a crap shoot as to which items to get. Iceborn due it it's AOE slow Beserker because AA should be part of your damage between spells, simply shooting Qs without any AA is severly cutting your damage and Essence Reaver for the mana regen, cooldown, and lifesteal. Let me start off by saying I'm not a fan of the blue build, it simply doesn't seem to have the burst damage that straight AD items have.

So, while I can get damage from far away while remaining out of range of any counter-attack, I'm not really putting down a lot of damage and it seems to be doing little in the way of truly deleting the tanks like many other ADCs have.

I'm not looking for a you should build A then B then C but some ideas on which items you believe benefit Ezreal the most and the original 3 items are non-negotiable unless there is a REALLY good reason. They have worked far too often to simply drop.

However, there are 3 other items to build and I know it's all relative to what the enemy team is and building, but I'd like a list of items that are good on Ez or some items that simply don't help him at all. Basically, I'm looking for items that would give me the most bang for my buck. And like I said, I don't take much damage, so building health and armor don't do me much good. I'm working towards a class cannon.