Hello,
Unfortunately, you cannot increase past 90 minutes. Some users will upgrade to the elite build servers in these cases.
Other times, you may need to break your build into shorter units of work. Using the cache can also cut down on time. If the workflow includes testing, you might check out using fanout.
Here are some links that may be helpful, or you might want to open a ticket with support and provide your build URL to see if there may be specific suggestions.
You might also want to search in the community as there are several suggestions depending on what you are doing. A few are: