After Balak's Sarim (ministers) told Bilam:
כי כבד אכבדך מאד "I will shower you with more Kavod” Bilam answered them:
" even if you will give me a house full of gold and silver, I can not go with you"
We see from here money was more important to him.*
*heard from Mori V'rabi Hagaon R. Shlomo Miller Shlita