Cycling woes

Hello everybody. I am setting up a new tank and my cycle doesn't seem to be
going so well. It's just a 10 gal tank and I put fish (2 small common
goldfish and a slightly bigger fantail) in it two weeks ago today (Tuesday).
The ammonia levels continue to rise, at last check last night was around 1.0
ppm (probably higher now). I did a partial water change on Saturday
(approx. 25%) and will do another 10-15% change tonight to try to help the
poor guys. My tank averages about 70 degrees, perhaps dropping a couple of
degrees at night.

I am not a seasoned veteran of tank set up yet but in my limited past
experience it has not taken this long for the ammonia level to drop. What
could be wrong? I have been putting in Hagen Cycle, a highly controversial
decision, I know. Should I continue regular small water changes to dilute
the ammonia or will fresh water all the time stress the fish as much as the
ammonia? I've already pretty much conceded that the fish will die, they
really don't look good (very lathargic, hiding in my decorations). I have
reduced feeding to a tiny pinch every other day so I know there is none
being wasted. Is this just a matter of me being impatient? The only real
difference I can think of between this situation and my past experience is
that the temperature may have been slightly warmer in my other tank setup -
I can't remember exactly, although I have never had a heated tank so the
difference would be minimal.

I would also like to extend my thanks to everyone who is so active on here.
Most often I have been able to answer my questions without posting just by
reading over past discussions. Hopefully someday I will be an expert and
able to offer my help to others in this group!