it never pays to (do something)
It is never a wise or advantageous idea to do the thing specified; doing this specific thing will never yield a positive effect. While it may be tempting, it never pays to exaggerate the list of accomplishments on your résumé. In my experience, it never pays to try to make short-term earnings by avoiding paying your taxes in full.
it always/never pays to do something
it is always/never wise to do something: It always pays to get good professional advice.It never pays to cheat in exams because you will always be discovered eventually.