Bookkeeping Course Question About Increasing Profit Without Lowering Expenses

This question is on the “how to think about your business” video of the bookkeeping course: Where do I put the cost of goods when deciding my profit? Under expenses?

If I don’t want to lower the costs of goods to compromise quality and I want to increase % of profit, I should instead increase my target revenue which means increasing the prices of my products and adjusting my niche?