I've got the Juicy 7's and I think the only difference is the pad contact adjuster.
When I bled my brakes, with the pad contact adjuster wound right out, there is probably only a couple of mm movement in hte lever before the brakes come on with real bite.
Have you looked at the Youtube vid for bleeding Avid brakes? It is very useful. I have only bled my brakes once (as I popped a piston out by mistake & let some air in) & following that video gave me excellent results.
It sounds like you still have a lot of air in the system or not enough fluid for the levers to almost reach the bars.
In the video it mentions that you have to make sure the reach adjuster screw is in a certain position before starting (I think it's at least 3 complete threads out). This will make a difference.