Normally a project is conducted to drive efficiencies, increase productivity, increase automation, or reduce headcount and this in turn will increase profitability by decreasing operational cost. Increase profitability is rarely the primary reason why a project is implemented as the return on investment could take many years to be realized.
Projects are implemented based on long term objective and increased profitability can be an expected outcome if the original objectives of the project are realized.
Also locking in profitability on a balance sheet before a project is implemented could doom the project before it started and set unrealistic goals.