Sucks all the time or sometimes? Maybe you need to choose your spots better? Besides finding the right players, look at the texture of the board. A flop with two suited or connecting cards may have given someone a draw (and the calling station will most likely call). A flop with cards in the "playing zone" (
link) is more likely to have paired your opponent. For example, a good situation to fire a continuation bet is when you have AK and the flop is something like J-6-2 (rainbow). Chances are he doesn't have a Jack, so he will fold unimproved. Even if he does have a Jack, he still has to worry about you having an overpair and your hand can still improve.