I think that for most of us on BowlingBoards, at least those of us who post more than we lurk, we feel that our average could be 10 or 20 pins higher than it is. To not be happy with your average is normal when you've been bit by the bowling bug.
As far as what range you should get into, for years 200 was a great average for an amateur. If you have dreams of becoming a pro someday you should be aiming for for averaging 220 on a typical house shot.
What I would recommend is not setting an average as your goal but to set goals for different aspects of your game that will lead to higher and higher averages. For example, your average is 140, so you must miss about 5 spare attempts each game. Since you probably get an occasional strike or two, you only make 40% of your spares. First goal might be to practice spares until you make 75% of them. You can set similar goals for hitting your target, hitting the pocket etc.
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