Yes, what you're seeing is a common behavior in catalog sales (now known as Advantage+ catalog ads)—Meta’s algorithm naturally prioritizes top-performing products (based on past click-through rates, engagement, or conversions), which often results in the budget getting funneled into just a few SKUs.
Here’s how you can encourage better distribution across your product catalog:
1. Break the Catalog Into Product Sets
Instead of running one ad with the full catalog, create separate product sets (e.g., by category, price range, seasonality, or margin). Then run individual ad sets or campaigns for each product group. This forces Meta to spend across more SKUs, not just your top sellers.
2. Use Catalog Segmentation With Campaign Budget Optimization Off
If you're using Campaign Budget Optimization (CBO), Meta distributes the budget based on performance across ad sets. Turning off CBO and setting ad set-level budgets gives you more control to ensure each product set gets delivered.
3. Add a Pacing or Frequency Cap (Advanced)
While not a direct feature, you can limit exposure on high-frequency SKUs by using custom rules, exclusions, or even creating duplicate catalogs with adjusted visibility (if you have dev control or catalog feed access).
4. Promote Underserved Products Separately
If there are SKUs you specifically want to push (e.g., new arrivals or overstock), create a dedicated campaign with a focused product set and separate objective (like Reach or Engagement) to drive volume before rolling them back into the main catalog.
5. Optimize Product Feed Details
Sometimes Meta favors products because their images, titles, or descriptions are more ad-friendly. Make sure other SKUs are equally optimized for clickability, especially image quality and headline clarity.
In short: To balance spend across more products, break out your catalog into multiple product sets and manage delivery at the ad set level. Meta will always favor efficiency, so you have to structure the campaign to guide that optimization.