Yes, it's exactly what petercooper describes.

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.