Using the Wilsonian procedure (renormalization group improvement) we d
iscuss the finite quantum corrections to black hole entropy in renorma
lizable theories. In this way, the Wilsonian black hole entropy is fou
nd for GUT's (of asymptotically free form, in particular) and for the
effective theory for the conformal factor aiming to describe quantum g
ravity in the infrared region. The off-critical regime (where the coup
ling constants are running) for the effective theory for the conformal
factor in quantum gravity (with or without torsion) is explicitly con
structed. The corresponding renormalization group equations for the ef
fective couplings are found using the Schwinger-DeWitt technique for t
he calculation of the divergences of the fourth order operator.