200NL Thoughts on this bluff?

[l3auble]

Villain is 26/22/4 with 27wtsd over ~300 hands. This wasn't planned in advance or anything but I felt like most of his range was middling PPs and the big 2nd barrel on the end could take it down very often. Tell me if this is good or bad and how bad? Generally I lead flop as well and I don't particularly like my turn action.

Poker Stars, $1/$2 NL Hold'em Cash Game, 6 Players
LegoPoker Hand History Converter

MP: $162.20
CO: $273.20
BTN: $168
Hero (SB): $250.75
BB: $211.30
UTG: $599.70

Pre-Flop: Q[img]/images/graemlins/spade.gif[/img] A[img]/images/graemlins/diamond.gif[/img] dealt to Hero (SB)
<font color="red">UTG raises to $8</font>, 3 folds, <font color="red">Hero raises to $28</font>, BB folds, UTG calls $20

Flop: ($58) 2[img]/images/graemlins/spade.gif[/img] 9[img]/images/graemlins/heart.gif[/img] 5[img]/images/graemlins/club.gif[/img] (2 Players)
Hero checks, UTG checks

Turn: ($58) 6[img]/images/graemlins/heart.gif[/img] (2 Players)
<font color="red">Hero bets $40</font>, UTG calls $40

River: ($138) K[img]/images/graemlins/heart.gif[/img] (2 Players)
<font color="red">Hero bets $108</font>