I have a very strict bed routine and regime now, bedroom is only used for sleeping and getting dressed, hair done etc... No TV, no reading etc... I have a routine of shutting things off, locking all the windows and doors, taking tablets... right before I head to bed. I don't drink any caffeine before bed, eat my tea earlyish.
I know what you mean about sound, I have tinnitus and pressure and I have a humidifier on on a timer for one hour which keeps me nice and cool and is a nice distracting relaxing sound.
If I can't sleep I try to concentrate on just getting comfortable then have a day dream about something uncomplicated and relaxing (say a "perfect" bedroom, not having to get up for anything, even having room service if you need anything) and I find I often drift off then, I think focussing on not being able to sleep can be distracting it itself. Even if it takes a while to get to sleep it can help you relax and at least get some rest rather than tossing and turning.