In the framework of dimensional regularization, we propose a generalization of the renormalization group equations in the case of the perturbative quantum gravity that involves renormalization of the metric and of the higher order Riemann curvature couplings. The case of zero cosmological constant is considered. Solving the renormalization group (RG) equations we compute the respective beta functions and derive the recurrence relations, valid at any order in the Newton constant, that relate the higher pole terms $1/(d-4)^n$ to a single pole $1/(d-4)$ in the quantum effective action. Using the recurrence relations we find the exact form for the higher pole counter-terms that appear in 2, 3 and 4 loops and we make certain statements about the general structure of the higher pole counter-terms in any loop. We show that the complete set of the UV divergent terms can be consistently (at any order in the Newton constant) hidden in the bare gravitational action, that includes the terms of higher order in the Riemann tensor, provided the metric and the higher curvature couplings are renormalized according to the RG equations.