Thanks, the latter definition is what I knew, but I'm not aware of people creating dedicated landing pages for each of their ad campaigns, so I wasn't sure what the term meant. Thanks again!
In my case, I want to create a landing page for a product idea.
My goal is to drive traffic to this landing page in order to see if people are interested in such a product.
By adding a call to action in the landing page I can get an idea of the conversion rate.
Also, I'd like to add that I'm not just driving traffic using ads. I plan to have customer interviews in order to shape my product idea and see their reaction.
I hope that those activities 'outside the building' will also drive traffic to the landing page.