If trying to settle him or feed him makes the situation worse or doesn't help then you can be quite sure he doesn't need a cuddle or food. My guess would be that he just doesn't knowhow to go to sleep on his own yet - this isn't something that comes naturally and they need to learn how to do it.
If you are ok to do it my suggestion would be to try 3/4 nights where you don't try so hard, just go in the room without switching the lights on and stroke his head, say shhh and leave (don't pick him up) every 10-15 mins. We ended up doing this with DS, he cried on/off quite half-heartedly on the the first night for a few hours but wasn't terribly upset. The second night I think was an hour or so, third night 10-15mins and then it settled down at 5-10 mins each evening, he wasn't immediately quiet for a long time but he never cried for long. Obviously if your DSsounds very upset or you get really upset then don't try this and some mums on MN are very aginst what I did, all I can say is that it worked for us. After we'ddone thisnight waking became easier to deal with too as we knew if we left him for 10 mins or so he'd settle himself back to sleep. because he became so predictable it was also easy for us to tell when he wasn't well though this might have happened anyway.
The other thing I did with DS is put rolled up toels under the sheet either side of him so he couldn't move around the cot so much (make sure they are under the sheets if you try this as there's risk of smothering if they're on top). This was a tip I picked up from the nurses in hospital when DS was in for his reflux. The other thing I did was tilt the cot mattress - my cot had a tilt option put ou can prop one end up on books. This helps reflux because gravity keeps the stomach acid down but also it helps the baby's lungs fill out more easily so they can sleep better.
The cry-sis website has some tips you might find helpful too, see here . Just click on the sleep problems link.
These are just sleep related things to try - unfortunately there isn't a cure all, that would be a real money spinner! If you still have a gut feelingit'sa feeding issue then you could try your local NCT or lalecheor post a more BF related thread title and you might get mears, tiktok or one of the other resident MN BF experts.
Really hope things getbetter for you both soon.