Road-noise buyers are typically "value" buyers. Usually a home is priced in consideration of the drawback, so will attract a buyer who is seeing much smaller homes in the same price range. If that's not true for you, there are incentives you can add that will appeal to the value buyer, such as contributing to closing costs, especially in the form of a loan buydown, where you can actually pay the lender points up front to significantly reduce the mortgage payment for 1 or more years.
And I recently sold a house that backed a busy road because the buyers wanted to run a daycare business and liked the exposure and the fact that there was a school across that busy road... So, look for possible benefits to your specific location, too.