The nitrifying bacteria don't read the manual for the filter, do no online research whatsoever, and refuse to contact customer service, thus will attach themselves to the area that provides the best food & O2 source. This would be the floss like material that holds the carbon, the carbon, as well as the frame deal that holds the entire media pad. Bullheaded little things, they prefer to do things their own way!
I haven't used HOB filters in quite a while, I believe Tetra or some other such filter has the same sort of frame, with a lot of fine ridges, that claims to do the same thing. I had one of those Aqueon filters a while back, won it in a raffle. After looking it over I gave it away, nothing new or exciting.
I'd carefully slice the pad open, remove the carbon, and add a ceramic bio media, similar to the BioMax Aqua Clear sells. Eheim sells the same type of media, though not in as small a quantity as you would need. The carbon will act as a bio media, though not as well as other medias. This being the case, if you replace the carbon with a bio media keep the carbon, put it in an old nylon or sock that allows water to flow through near the filter where there is sufficient water flow. This will aid in transferring the nitrifying bacteria to the new media, and prevent any ammonia/nitrite spikes. Feed lightly for about a week after switching medias, less food means less waste produced, helping to prevent any spikes.