30% is about right. The rest of the chemical energy goes into accelerate the gases themselves, heating the gases, the bullet, the barrel, etc. A good bit of that energy is used to overcome friction in its various forms. Friction of bullet on barrel, friction of gases in the barrel. Friction of air in front of the bullet in the barrel, etc. Some of the energy goes into vibrations of the gun parts and the air both in the audible range and outside of that.
A cool feature of Quickload software is that it give you a fairly accurate calculation of what percentage of the original chemical energy in the propellant gets converted to kinetic energy of the bullet.
As for your last question I will point you to a recent, very long and somewhat contentious, thread where the forum discusses what limits the maximum velocity a gun powder propelled bullet.
https://www.thehighroad.org/index.php?threads/speed-of-chemical-propellants.868474/