1. Definitely like betting the turn. $35 is just over 1/2 pot, reasonable size with 2 hearts out. Doubtful he’d call the river unless he catches up
2. Seems like a bad runout. $15 into $23 on turn seems fine. No reason to get fancy pre flop
3. I’d probably call the flop and see what happens, but can’t feel good there at all. Folding is on the tighter side, but live reads and such can sway you. There were basically just the other 2 Q and the 4 K that would help you on turn. So easy to just go into check call mode and lose to QJ J10 Q10 K9 89 and there isn’t much besides KQ that’s going to put money in that you beat
4. Did you show her the bluff?