Are you sure the server you are playing at is connected to the Cross server?

In last 100 or so matches I played the waiting didn't go above few seconds.

If so, did you try refreshing the game when the problem started to appear? If the search is at 20 seconds you can instantly assume that it's worth refreshing. If the problem still prevails, again make sure that you are playing on a cross server eligible server, and try again later.