There are two types of leads you will receive: Direct leads and Opportunities.
Direct leads are when a customer submitted their request directly to you via your profile. They specifically picked you from search results.
Opportunities are customers who are a good match for you, based on your targeting preferences and their request details, but they just didn't choose. Just because you weren't picked doesn't mean that customer is not a good fit. Use opportunities to expand your reach and win more jobs.