Wife (34F) teases and initiates sex with me (36M), then pulls away

We have been together for 15 years, we have three kids. She often jokes about how we are not intimate and how we never have sex. She jokes about having rough an direct sex (She wants me to be dominant.) But everytime I initiate some sexual advance and/or any kind of intimate advance, she suddenly stops it and pulls away, continuing watching TV or checking her phone.

It really hurts when it happens. I have told her several times that im not interested in her teasing if it never leads to anything, but nothing changes.

What to do?