In a control apparatus for a general-purpose internal combustion engine including a generator as a power supply, the generator includes a main generator coil supplying power to the stepping motor, and an auxiliary generator coil supplying power to an ignition device of the engine. The apparatus includes ignition timing controller for, when starting the engine by a manual starter, detecting that an engine speed reaches or exceeds a predetermined engine speed not exceeding a connecting rotation speed of a centrifugal clutch to retard an ignition timing of the engine, thereby suppressing increase in the engine speed to less than the connecting rotation speed, and for restoring the ignition timing to its normal timing after a predetermined time elapses from start of retarding the ignition timing. Accordingly, it suppresses overshooting of an engine speed above the connecting rotation speed even if a delay occurs in closing a throttle valve by a delay in activating the motor.