Sure, you can do it in PHP. It depends on where and how the PHP is executing, but in direct, you could simply add the following:
That will then get echo'd (printed) out to the page, and JFBConnect will translate it. If there is a variable with the URL of the current (or destination) page, you can use that as well, like:
echo "{JFBCLike url=" . $url . "}";
Hope that makes sense, but if you have other questions, just let us know!
Alex