Google Adwords and similar CPC platforms will allow you to research search volumes for particular phrases as well as advertiser bid competition and cost per click.

These data can be indicators of both

(1) audience interest / consumer demand

and

(2) niche competition when it comes to customer acquisition and lead generation online.

Depending on your objectives, referencing such numbers might be highly relevant for pitching or not. But understanding these metrics is crucial for any business that plans on being found online.

If you have any questions about what I've mentioned, let me know.