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Memory doesn’t seem to be compatible with my ASUS motherboard, how can I solve the issue?

I just bought adata memory and an ASUS Z690 ROG Maximus Apex board. The memory is ADATA XPG Lancer 6000mhz 2x16gb sticks.

I can’t get the board to boot to bios, I get Q code 12 for about a minute (which means that the board is trying to sync w/ the memory), then I get a Q code 55, which as far as I can tell, means it failed. Adata says the memory is supposed to be comparable, is there anything I can do to get it working? Should I buy another memory kit? If I can’t get to bios then is there any troubleshooting steps I can do other than trying the different dimms and clearing CMOS?