GPU not working as it should, Need help

Hey all, I recently purchased this GPU, however its been acting a little sluggish. Dont get me wrong its doing significantly better then my last, but a few things have had me confused. in BL2 the Frames kept dropping to 35-40, sometimes even to 30. On BF3 I drop down to 40 on Ultra, and the same on Low. Whilst trying to figure out whats causing it, on GPU-Z, it says my GPU memory Clock was being maxed at 1752.8mhz, although its apparently got a 7010mhz memory clock. I cant find anywhere what to do, but Im confused. Here is a screenshot of my last play session, I didnt play for too long, I have set memory clock to show highest, and as you can still see on the bar, it is at the top.

If anyone could help I would be very grateful because I have no idea what else to try :(