Why ubuntu iso boots from SD card but windows iso does not?

Got Dell XPS 15 9550 that originally came with windows 10, installed ubuntu 18 on it accidentally wiping windows off completely. Trying to install windows back with bootable SD card that has Dell Recovery OS ISO image 9663HA00_W10x64ROW_home(DL)_v3.iso on it but it fails with "Boot device failed, press any key..".  Same with generic windows iso Win10_1809Oct_English_x64.iso. However, ubuntu iso boots fine with the same SD card and the same method of writing the iso image. Is there anything special I need to do to boot windows from an SD card? I've tried both legacy and UEFI, nothing helps.