Welcome to the TH Community, Keith!
Can you please give more details about your PC configuration? You mentioned that this is a new PC build, so I'd recommend you check all the connections and make sure that everything is seated and mounted properly inside. Afterwards, check your BIOS menu and see if the settings are properly configured and if the boot order is right.
The issue could also be caused by a corrupted Windows installation media, so you should probably try
recreating the bootable media from another computer with the same genuine OS version that you are trying to install onto the PC rig.
Hope this helps. Keep me posted with the details & troubleshooting.
SuperSoph_WD