My little 9 month old is getting his top two - so I can relate.
There's lots of great suggestions here, I've got one more: Try taking him out, outside, shopping, wherever. That's worked for my son, I put him in the front carrier and he's so busy looking around that he is distracted from the discomfort. This way we both get a little break.
Plus, don't know if you have this problem, but I can't get him to swallow the liquid baby meds. I asked the pharmacist for an equivalent suppository and they had one. Works great, we don't struggle and I know he's getting a full dose.