Fishman, it is wonderful that you have chosen to do a fishless cycle. Just keep adding the ammonia as per the instructions you have, while checking daily for the ammonia, nitrite and nitrate levels (you are using a liquid test kit, right?). Even though you mistyped, it sounds like you know what to look for in terms of the NO2 and NO3 spikes, but check all three measurements daily anyway. And please do post your results here when you think you are cycled (or even as you go along - it would be a great comparative measurement for other readers who are cycling) before adding any fish, just in case the website you are checking isn't giving you the best advice. The experience of people on this forum is outstanding!
And don't worry about the pH at all right now - most fish will acclimatize to any pH within a reasonable bracket. In fact, your lfs' water probably has similar natural pH to what your tapwater has, so those fish are already used to it. The biggest problem for fish is a big swing in pH, which is what will happen if you use a pH up or down product!
Cheers,
Laura