You need to do more water changes if your ammonia levels are not dropping. Try 50% WC's daily. I would also compare your test kit results with those from the LFS to see if your kit is accurate. What type of kit are you using?
I would definitely try fishless cycling in the future. It is much easier on the fish as well as much easier on the water changes.
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Derek
Self-Proclaimed FUTURE Fish Master IN TRAINING
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