Hero is SB , first hand vs BB, BB is a reg, no read. we both have 100BB

Hero raise 30 with A8o , BB rerasie 90 , hero rerasie 220, BB call.

FLOP 9h 9d Js, we both check, (pot 440)

TURN 2c, hero bet 150, BB call, (pot 740)

RIVER Qc, hero all in 630

My friend think betting flop , check turn, if BB check turn, he wil bluff river any A K Q

I want to know which is better to bluff this pot , making BB fold like TJs, AJs ?

Thank you guys.