T9s bluff vs. lame reg

Villain was an 18/15 miserable reg; didn't seem out to get anyone or do anything special whatsoever (250 hands). I felt his range by the time he didn't c/r turn was something like AQ, QQ, TT, AJ and maybe (but unlikely) KQ.

All streets appreciated.

$0.5/$1 No Limit Holdem
6 players
Converted at weaktight.com

Stacks:
UTG ($120.75)
Hero ($106.00)
CO ($57.05)
BTN ($98.50)
SB ($106.25)
BB ($65.25)

Pre-flop: ($1.5, 6 players) Hero is UTG+1 :td: :9d:
UTG raises to $4, Hero calls $4, 4 folds

Flop: :kd: :9s: :jc: ($9.5, 2 players)
UTG checks, Hero bets $7, UTG calls $7

Turn: :4c: ($23.5, 2 players)
UTG checks, Hero bets $15, UTG calls $15

River: :jh: ($53.5, 2 players)
UTG checks, Hero bets $41

A lot of passives play KQ and even AK like this. The river is a terrible card to bluff and I would just give up.

Bet more on the turn if you're going to try to brush him off. Otherwise, I'd just see the river.

Bad board to barrel here, even if villain seems weak.

Practically every pair he has here also has an insider, so there's no use trying to take him off it.

Check turn and hit your insider/trips

He won't fold QQ, they never do!

at 100nl when a reg calls a 2/3 pot turn bet OOP i pretty much give up (not to mention UTG raise and this board) unless we have some history that might be influencing his play