The use of triggers with sqlcmd should be done easily enough
http://technet.microsoft.com/en-us/library/ms170572.aspx
this would allow you to call the php command
Another way could be (im not sure of the exitinace in mssql) monitor the binary log change date, The binary log shows all modifications to data on a server. you could check the modified time on the file and keep track.
The last option requires you to have full control. But on insert you could run the script. This wouldnt fire anything assuming you change the data manually though, So all changes would need to be made though your application
The best option would be trigger + sqlcmd
More info and examples
http://dbalink.wordpress.com/2008/06/20/how-to-sql-server-trigger-101/