A knock-out question is a survey question where one of the answers means the person is not a fit right now. Choosing it ends the survey politely and the person does not count as a lead.
Used well, they save your team hours. Used badly, they scare away people you wanted.
What makes a good knock-out question
- It tests something that truly decides the sale, like budget, timing or location
- It is easy to answer honestly in a few seconds
- The wording is neutral, not judgmental
- It does not feel like an interrogation
Examples worth considering
- Do you have budget set aside for this? (No ends the survey)
- How soon are you ready to start? (Just looking ends it)
- Is the property in our service area?
- Is there someone who will answer when we call?
Why this helps your ads too
When a knock-out answer ends the survey, that person never triggers a lead conversion. The ad platform only sees the qualified ones, and over time it learns to find more people like them.
What to avoid
- Too many questions. Four or five is plenty.
- Knock-outs on things you could handle on a call
- Hiding the real cost of working with you until the end
- Making someone feel rejected. Always end kindly and leave the door open.
How to choose your questions
Start from your non-negotiables: who you won't work with and why. Each of those becomes a question. If an answer would make you pass on the job, it is a candidate for a knock-out.
How we can help
- Landing Pages & Funnels: Short, survey-first pages that qualify people before they ever reach your calendar or your phone.
- Conversion Tracking: Tracking that ties your marketing to qualified leads and real sales, and feeds that back to Meta.
Want a straight answer about your account?
Book 30 minutes with Trevor and we will look at your setup together.
Book a call →or call (561) 567-8549