An ultrasound diagnosis apparatus includes an ultrasound transceiver and a controller. The ultrasound transceiver includes a changer that changes transmission direction of ultrasound waves. The ultrasound transceiver transmits ultrasound waves in a direction set while being inserted in a subject to acquire biological information of an observation site of the subject. The controller obtains a direction toward the observation site based on the biological information, and controls the changer to adjust the transmission direction of ultrasound waves to the direction thus obtained.