Looks like it’s possible to use a placeholder tag, the following is the PHP code using a _custom_link value of http://somelink.com/?ref=%%title%%.
<?php
// must be within the Loop
$ref_slug = strtoupper(sanitize_title_with_dashes(get_the_title()));
$regex = '(\%\%title\%\%)';
$ref_link = ( get_option('_custom_link') ) ? preg_replace( $regex, $ref_slug, get_option('_custom_link')) : null;
echo $ref_link;
?>
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