Begin equalizing as your head breaks the surface on decent. Waiting until you're a few feet below the surface can be to late as the pressure change is the greatest in the first 33 feet. Remember that the pressure doubles from the surface to 33 feet in salt water. IMHO there is nothing wrong with equalizing even before you begin your decent. Your ears will feel plugged while on the surface but as soon as you start to decend and the pressure increases everything will equalize. Stay ahead of it while continuing to decend slowly, once you get behind it's very diffacult to catch back up. If you do get behind and find that you just can't equalize stop your decent, acend a few feet and try it again.
Just as with most things in life, equalizing will get easier the more you do it. Dive, dive, dive and before you know it, it will become second nature and you won't even need to think about it.
Have fun,
Scott