If I cannot fall asleep in 30 minutes or so, I "give up" and go lay on sofa and watch something low intesity from youtube (restoration channels are great for this. This removes most pressure to fall asleep, which often is enough to make it possible to fall asleep quicklyish. And if not, at least watching videos is more interesting that lying in dark room.

Note that you should either wear blue-light blocking glasses (not those barely tinted "computer glasses", but those that are meant for blocking lasers), or use some software solution, in order to not disturb melatonin production. It's a good idea to start doing this at least an hour before going to bed in order to allow melatonin to build-up.

Source: partner suffers from severe sleeping problems, and they have researched falling asleep extensively.