Normally, the front of the throttle body is the best place to introduce the cleaner, because we know that the air stream feeds all cylinders.  However, as you noticed, sometimes the induction system isn't strong enough to pull all the product through.  This can be from a general lack of airflow, a turbulent or otherwise weird intake manifold design,  or from the intake sitting at an upward angle. Here are a few “tricks” you can try:

• Even though your Equinox has a 4-cylinder engine, it is turbocharged so you can actually use the 6-sided gold flow restrictor.  That will discharge the chemical deeper into the intake. 
• If your intake is situated “uphill” from the throttle body (and maybe even if it isn’t in this case), park the SUV at an angle in a manner that will help mitigate pooling.  For instance, if if the intake manifold runs uphill from right to left as you stand in front of the vehicle, park with the left side or at least the front left wheel higher so you’re not fighting gravity. 
• Feel free to run this at higher RPMs than just idle.  That’ll increase the airflow to carry more cleaner into the combustion chambers.