I believe that a kiddush Hashem, other than doing all the mitzvos we need to do, involves doing something that makes people look at Jews and say, “Wow, that is the right way to be.” Making a chillul Hashem cause people to look at the Torah in a derisive and hateful manner. “Look at that holier than thou Jew, who cheated in Medicaid.”
Obviously there are forms of kiddush Hashem that require self-sacrifice, but generally we can make a K”H simply by doing the menschlech thing at all times. People DO notice. And more important, they notice when we don’t.