New bike or new rim? Probably don't worry and it will take care of itself. My son bought a new bike earlier this year. We went for a ride and I could hear the ticking every time he braked as well he felt it and it seemed bad.

I made some inquiries here and to the bikes shop and the gist was it's normal with some new rims, but it will go away after it wears in. Of course I also got the "sand the bump" or "file it down" suggestions too.

He just road it and after the third ride it was noticeably better and soon it was imperceptible. If there was any brake pad wear, it was of no consequence.