Sounds like you have timing or pump issues... The only times I ever used 30 seconds of glow time was when I forgot to plug my truck in at -30(somehow managed to do that at least 4-5 times a winter, go inside and intend on going back out, and not go back out) and then it would be glows and it would start up like I had it plugged in, only I then got to listen to it make noises that made me pretty certain it hated me...
Otherwise, below -15C(5F,) it is running before it gets unplugged, and is plugged before it shuts down, my PSD got the same treatment, and so will my CTD.
Started the PSD up at -38 on the glows alone once after 3 days of sitting with daytime highs of -35... Block heater cord shorted out... Oops...
The 7.3 that we put in my buddy's truck was hard to start warm and a bear cold, timing was retarded some, but, the main culprit was the IP. Replaced it, and it was MUCH more cold start friendly.