Surge voltages increase at changes in impedance, this means at the load. Surge protectors at panels will not see, and will dampen less, surges than surge protectors located at the loads. You can install surge protectors at panels but I encourage the homeowner to install surge protectors at outlets or plug strips serving critical loads.
Each surge protector can absorb a certain amount of energy before failing. The more total "joules" of capability, the better the protection.
I personally do not like surge protectors at panels because they are expensive, expensive to install, and expensive to replace. Spending as much on a slew of plug strips with high joule ratings has always seemed more prudent to me. But, the homeowner wants them at the panel, so be it.