Memory limit on php in .sh script

Hi, I have .sh script running php script with "php". When I run php script from web browser, it is running without errors. When I run it from .sh script, I am getting "memory exhausted". It seems to me that running php from .sh does not respect php.ini or have its own setting. So, how can I set memory for running php from .sh?
Thank you for helping.

My script looks like this (so called keep alive script):

#!/bin/bash

PIDFILE=/tmp/php.pid
PHPSCRIPT=/home/www/domain.com/subdomains/www/script.php

echo 'Checking php process from PID file'
if [ -f $PIDFILE ] ; then
PID=`cat $PIDFILE`
if ps ax | grep -v grep | grep $PID > /dev/null
then
echo "php process still running - great!!!"
else
echo "php process not running - crap!!!"
rm -f $PIDFILE
php $PHPSCRIPT & echo $! > $PIDFILE&
fi
else
echo "Hey no file - first time maybe?"
php $PHPSCRIPT & echo $! > $PIDFILE&
fi