Where would I give it the starter fluid?

Sorry. Remove the air filter and give a big squirt straight down the
carb throat.

Have played with the needle
valve and got it to the point where starts but it won't ever tick over
until operating temperature is reached.

Yes, it is now misadjusted. Screw it completely in and then out 1 1/2
turns.

Clockwise will increase idle speed. You are correct it is an end-stop.
If the screw does not touch metal. then investigate the throttle cable and
the linkages. It would be very unusual for the linkage springs to lose
"springyness".

I don't understand your question about the choke. The choke should be
controlled manually, usually by a lever. When starting the engine with ether
to adjust the screws the choke should be completely open. If your choke is
fully closed then you have discovered your problem. Find the choke control
and open the choke. The choke control may be on the mower handles or on the
engine.
Since you've fooled with the mixture screw you'll need to do the "two
screw" adjustment.
Won't hazard a guess with customs and VAT but a carb rebuild kit is
$15USD.

Dave M.