diff --git a/subsys/bluetooth/host/mesh/cfg_srv.c b/subsys/bluetooth/host/mesh/cfg_srv.c
index 8e8d0928fcd..276696534e3 100644
--- a/subsys/bluetooth/host/mesh/cfg_srv.c
+++ b/subsys/bluetooth/host/mesh/cfg_srv.c
@@ -3057,20 +3057,20 @@ static void hb_publish(struct k_work *work)
 		return;
 	}
 
-	hb_send(model);
-
 	if (cfg->hb_pub.count == 0) {
 		return;
 	}
 
-	if (cfg->hb_pub.count != 0xffff) {
-		cfg->hb_pub.count--;
-	}
-
 	period_ms = hb_pwr2(cfg->hb_pub.period, 1) * 1000;
 	if (period_ms) {
 		k_delayed_work_submit(&cfg->hb_pub.timer, period_ms);
 	}
+
+	hb_send(model);
+
+	if (cfg->hb_pub.count != 0xffff) {
+		cfg->hb_pub.count--;
+	}
 }
 
 static bool conf_is_valid(struct bt_mesh_cfg_srv *cfg)