to ur questions #1....- u should already be @ your max by 10-12mins. if your not @ pop max by 14-16mins your kinda losin, if u have the resources to advance to heroic..and u just had a big battle lost all ur units and @ about 50-60pop then sure advance and make units while goin there..
#2----i dont really kno which are best, but your Zues and u might be spending more Food resources on Hops and Techs..
this dont really answer much lol sorry