I gave up on attempting to keep the choke adjusted on mine. Briggs seems more interested in making an engine that doesn't need oil changes than build one that will start. Look inside the carb throat with a small mirror or mechanics mirror to see what the choke butterfly valve is doing when operating the cable.
Needing to prime every time when cold, removing the air filter lid each time to prime got old real fast, so i developed a method to prime with gasoline that doesn't require filter lid removal. It was so simple I could enjinerr that all by myself and there ain't nothing to break, but possibly replace my drug store primer bulb once in awhile. Works every time.