M.M.
At 7mos, he doens't need that night feeding any more, it's only out of habit/comfort that he's taking any at all.
He's waking up and crying because he doesn't know how to self soothe.
Your little one sounds like my 2. The back rubbing, etc...attempts to soothe don't work. It actually just made both of my kids cry harder.
We did full-on CIO with both of our kids (our youngest, at 22 weeks) and now they sleep like logs. 12 hrs straight through, every night.
You have to do what works for you, and listening to your child cry is SO HARD. What helped me through it both times was reminding myself repeatedly that I was HELPING them by doing this.
Both kids, it took 2 nights (with the full on approach) and it was over. The longest the little one cried was 45 minutes. I have friends who's kids cried 1.5hrs the first night.
You can choose any trainig method you're comfortable with. All of them will eventually work, if you're consistent. Full CIO takes the least amount of time. Other methods just extend it...but again, it goes to your comfort level.
But at this stage, it WILL require controlled crying to phase it out. He's waking up becuase you keep going in there. He can get your attention that way, and he knows it. You need to teach him that night time is for sleep.
You'll be amazed that once the night sleep gets on track, the daytime naps will fall into place (and developmentally, he'll take off, since his little brain is getting the time it needs to develop!).