The number one cuase of swirl marks is not changing the pads often.
You're letting the excess build up on the pad, which puts it back on the car's paint in the form of swirl marks. Switch to a clean towel, buff pad as much as possible. What I do to keep from having to use 1000 buff pads per car is I use a towel to lightly take off the excess haze
BEFORE I buff to a shine...
This is applicable to polish and wax residue.
I do not use excess pressure either... This causes spider webbing / scratches