Newly installed pads and rotors, grinding sound when braking

I recently installed new rotors and pads on my 330i. Everything went smoothly as far as I know and did everything to spec, (didn’t clean off rotors with brake cleaner as Zimmerman said it’s not necessary) also did a brake bleed. When I got on the road my brakes were making this pretty ugly grinding sound when braking above 10mph, my pedal was also pretty squishy.

I took apart all four pads, re-greased and re-bled the brakes. While they feel a bit better there isn’t much “bite” and the car is still making some grinding noises when breaking. My friend says that they can’t hear the grinding outside of the car only inside.

While the last time I did a brake job I did bed the pads and rotors this time I didnt initially. I did some research on the brake kit I have (Zimmerman/Akebono). Zimmerman rotors say to do some moderate braking but akebono says no bedding is necessary. After reassembly I drive around and did a few 30-40 mph stops to 10 mph. Will check in the morning.

Should I be concerned?