The adjust failure error you were getting is because the batteries were dead or there was an issue with the batteries and the game was losing the settings as a result.
If the coils are firing when you hit start (not when you immediately turn on the game) then it's probably the game searching for the balls as it does not detect all of them in the trough, so it thinks some might be stuck in the game and is trying to pop them loose. The game will also not start if it doesn't recognize the balls are there.
If the game is on free play, make sure you have all 3 balls in the game. If you do, you will need to put the game in switch test to make sure the switches in the trough are recognizing the balls.