There isnt realy a maximum length fot the air tube. As long as its long enough so the black silencer at the top of the tube is out of the water then it will be fine.
Have you got anything connected to the output of the pump? Sometimes things connected can restrict the water flow and the water doesnt move across the venturi fast enough to suck the air in.
Another thing to check is the air inlet nipple (The bit I have circled in my original pic). Make sure its the right way round.
In the pic below is the nipple taken out.
If you cant take it out, have a look down the output tube and see if the manufacturer put it in right.
Another thing to check is to turn the top of the black silencer. there is a small cut out that you can line up on both pieces or take the silencer off completly.
If that doesnt work, see if there is a blockage. Remove the silencer and blow down the air pipe.
If thats ok and everything else thats been mentioned is ok, then I'm stuck.
Oh, another thing, do you have a pic of the powerhead just so I can see what type it is.