The subject of liquidity-profitability interchange is well recognized in the literature. This study was conducted to inspect the trade-off between liquidity and profitability in private sector banks of Pakistan. The study was carried on twenty two private sector banks registered under State bank of Pakistan during the time period of 2009-2013. Three models were specified and estimated using Ordinary Least Squares (OLS) technique. The empirical results revealed that there is a statistically significant relationship between bank liquidity measures and return on assets. However, when return on equity and return on investment was used as proxy for profitability, the relationship became statistically insignificant. It has been recommended that the banks should assess and restructure their strategies for managing liquidity. This will not only improve yields on shareholders equity but will also enhance the use of the assets of the bank.