3-4 days isn't a whole lot of time for a fishless cycle to begin. I know it feels like a long time when you're waiting to add fish, though!
The ammonia won't appear until the food starts to decay, and there need to be bacteria present for that to happen-- in a brand spankin' new tank, there aren't a whole lot present to begin with, so you have to wait for them to grow. Then a separate set of bacteria shows up to break the ammonia into nitrItes. So you won't see readings for them for even longer. And only after all that can the third set of bacteria move in-- the one that converts nitrItes into nitrAtes.
It's a test of patience for sure. I've always 'seeded' with some bacteria from another tank because I'm terribly bad at waiting. If you have a decent lfs (as in, one you trust the water from) you can ask them for a starter. Trust me, they've heard it before and it's not weird.
The whole process usually takes at least 4 weeks to get relatively stable, and often longer (and will adjust each time after that you add a new tank mate/plant/etc).
Don't worry about changing pH-- unless you have really crazy pH it's usually more dangerous to mess with it than it is to just leave it as it is. I'm in the middle of a fish-in cycle with some red claw crabs and they are giving me a heck of a time because they keeping digging up the Amazon Swords I've added to help with nitrItes
It sounds like a lot of work+time, but a cycled tank so so much easier to maintain in the long run (at least for me).