Is my line here too strong?

[Parasurama]

Villain is 19/14/2 and hasn't been raising very many of his buttons.

Full Tilt No-Limit Hold'em, $1.00 BB (5 handed) - Full-Tilt Converter Tool from FlopTurnRiver.com

MP ($104.20)
Button ($168.65)
SB ($24.20)
Hero (BB) ($101)
UTG ($79.55)

Preflop: Hero is BB with 9, 9
2 folds, Button raises to $3, 1 fold, Hero calls $2

Flop: ($6.50) A, 9, 10 (2 players)
Hero bets $4, Button raises to $12, Hero calls $8

Turn: ($30.50) J (2 players)
Hero bets $21, Button calls $21

River: ($72.50) 10 (2 players)
Hero bets $65 (All-In)

So I loved the flop, and decided to lead because I thought it would make him more likely to play back and more likely to devalue my range. Also I've been leading a lot of flops against nitty opponents as bluffs/semi-bluffs.

I was already planning to keep betting on the turn and the J didn't change my mind. After he called I put him on AJ/AT/A9 (maybe)/KQ.

The river wasn't great but I'm beating KQ now and losing to AT, still have to shove right? Is there any merit in betting less? I set up with the turn bet size so I could shove for a little under pot on the river.

[thizzSantaCruz]

I rather 3 bet the flop and get it in then leading into him again on the turn.

[Marshall28]

Do you have any history w/ this guy? Do you have any reason to believe he is raising the flop because he thinks you're c-betting too much and just can't always have it? If that's the case I like a small 3b on the flop rather than calling and leading the turn. If you call and lead you just give him an easy opportunity to fold. What can he possibly think you would call his flop raise with, then decide to lead on this turn? Like 78 is all that seems possible.

He'll likely de-value your range less if you put the 3rd bet in on the flop, but another option is to just flat his raise and check the turn to him, let him bluff turn/river.

As played jam river.

[Silly String]

Heeeeeeeeeeeee's back. Welcome home Marshall.

I think your line is fine. I think a CR puts him to a tougher decision since b/3b looks exactly like a set out of the blinds. Of course does he think you'd flat 99/TT here pre?

[meeloche]

If you aren't going to 3 bet the flop I would c/jam the turn.

[Parasurama]

If you aren't going to 3 bet the flop I would c/jam the turn.

Okay, this is sort of what I was thinking. If he checks behind turn?

[Marshall28]

Heeeeeeeeeeeee's back. Welcome home Marshall.

Thanks.

And if he checks behind turn i think VB 3/4 pot on any river that doesn't put a 4 straight up.