The A180, a critical artery in Great Grimsby and Cleethorpes, is known for its excessive noise levels which affect quality of life, road safety, public health, and economic activity. Sections of England’s strategic road network, including the A180, were built with concrete during the 1960s and 1970s, generating significant noise levels that persist despite upgrades in standards for new roads. While National Highways is planning to replace old concrete roads, the A180 highlights the necessity of treating noise as a core design standard from the outset. Recent announcements include £27 billion investment to address ageing roads and full reconstruction of parts of the A180, but this must be coupled with explicit noise reduction standards.