With the exception of his explicit target, John Wick has typically avoided killing in cold blood. Everyone that John kills was also trying to kill him. Though he stops if he is capable of incapacitating them in some other way.
For example, in John Wick 2, he stabs Cassian in the heart but (seemingly) in a non-fatal way. He leaves Cassian alive "as a professional courtesy" and exits the train. Cassian is no longer a threat at that time so he leaves.
Likewise, he did pretty much the same thing to Ares. He stopped as soon as she was no longer able to fight. He seemingly left her to die after a fatal stabbing, but we don't see her die so it leaves open the possibility of her surviving. Either way, she was no longer a threat, so he left.
In the case of the two assassins in John Wick 3, he incapacitates both of them when they fall through the ceiling. It is clear that neither of them can move , so he leaves them to deal with his current threat which is Zero.
Whether this behavior is part of his own moral code or another rule in the complicated world of assassins remains to be seen.