There is a lot of truly horrible advice ITT. OP it really depends on the pair you hold, the board texture, how many opponents you're against, if you're in position or out...
In your example with JJ on a K high board we should usually be checking back on the flop with the intention of calling a turn bet (or betting most turns ourselves if checked to) and the deciding on the river if our villain is capable of betting turn and river with worse if he bets again.
Now if the villain is a passive station and the board is drawy, we may be better to bet both the flop and turn.
Give me 99 instead of JJ and I'm betting the flop against 1 opponent because there are just more turn cards we don't want to see and our
equity will almost always be less.
Betting to see where you are or to get regs to fold worse, is just dumb. Bet for value or bet as a
bluff. Post some specific hh and you'll get much better and more detailed responses.