1. In a non-transitory computer readable storage medium having stored therein data representing instructions executable by a programmed processor for targeting advertisements based on a local intent probability, the storage medium comprising instructions operative to: receiving a plurality of advertisements to select from; matching an advertisement from the plurality of advertisements based on the local intent probability; and displaying the matched advertisement; wherein the local intent probability comprises an association of a root term from a search query with a location term from the search query, wherein the local intent probability for each of the root terms is based on a frequency of being associated with the location terms.