Lagging

Before you start asking EA to fix the lag, it's important to understand the basics of point-to-point connectivity and how it interacts with online games. Chances are, your lag could be caused by issues with your equipment, your internet provider, or even your opponent's setup. It's also possible that you're playing against someone from the other side of the world, in which case the lag is simply due to the distance between you.

In its simplest form, point-to-point connectivity works like this:

Your device > Wifi and modem > Your internet provider > EA servers > Opponent's internet provider > Opponent's wifi/modem > Opponent's device

The further away you are from your local EA server, the higher your ping (latency) will be. If your opponent is in the same country, you’re likely to be fine. But if you're, for example, on the West Coast of the USA and your opponent is on the East Coast, the distance will still cause some latency because your data has to travel across greater distances.

If you’re in Australia or Oceania, like me, and playing against someone in Europe, the latency will increase further. The data sent and received by both players has to travel from each player to the EA servers and then to the other player, literally around the globe. So the more distance involved between both players in H2H, the higher the chances of noticeable or upplayable lag. 

So before you ask EA to "fix the lag", you need to rule out your connectivity to their server, then get your opponent to do the same, good luck with that.
EA only will be able to rule out their network connectivity and that's as far they realistically can go.

Ea should really dial in location based matchmaking for H2H. I don’t really care to play people all over the world if it means the game will lag and mess up my gameplay

It also depends on the game’s queueing system and the availability of players in your division. Your expectations may not be as easy to meet as you think, and you're not fully in control of EA’s systems. No matter what adjustments are made, someone will always be dissatisfied in one way or another. Even if you're playing with someone nearby, if one of you has a poor connection, both will experience lag.

To put it in basic terms, consider this scenario: even if players are in the same household on the same internet connection, if Player 1 is connected to the 2.4GHz Wi-Fi band while a microwave (which typically operates on 2.45GHz and causes significant interference) is running, this can severely degrade their connection. Meanwhile, Player 2 might be connected to the 5GHz band, which is less prone to interference. Even with the EA server located in the same city, the local environment will cause Player 1’s connection issues, which then impact the gameplay for both players.

A similar situation applies to mobile networks. For example, if you live in a large house where Player 1 is on the west side and connects to cell tower 1 (which has 100 users connected), while Player 2 is on the east side and connects to a different cell tower (cellsite 2) with only 20 users, you’ll likely experience lag where Player 1 is connected. This is because the resources of cellsite 1 are being shared among five times more users, leading to degradation in internet quality for Player 1.

The key takeaway is that there are many factors outside of EA's control. While they may be able to fine-tune matchmaking, most lag issues arise from how networks work and the typical limitations of an average household internet connection.

This is not to take responsibility from EA, as they could do better, but people generally like to jump on "the lag bandwagon" without basic understanding of how the internet (and/or WiFi/cellular) works.