Goals from Ishmael Miller, Andrade Filipe Teixeira and a late Kevin Phillips brace earned West Brom a flattering victory at The Hawthorns over Ipswich after spending large periods of the second half on the back foot.
Miller fired home in the 23rd minute during a rare spell of prolonged Baggies pressure, before Frenchman Teixeira and Phillips sealed things late on.
Town caused the the hosts problems in a largely one-sided second period but fell victim to a late goal surge, which helped hoist Tony Mowbray's side up into third place.
Ipswich set off a lively pace and Pablo Counago tried his luck with the game just 10 seconds old.
Fortunately for Albion goalkeeper Dean Kiely, the Spanish striker's effort fizzed narrowly wide of the mark.
The home side too, appeared eager to snatch an early goal but when Phillips connected with Paul Robinson's left-sided ball, the marksman miscued and his shot arrowed wide.
Chris Brunt was looking dangerous on his full home debut and he produced a trademark long-range rasp in the 18th minute, only to see it land the wrong side of the post.
Albion did not have to wait long for the breakthrough, however, when Miller struck five minutes later.
Teixeira delivered a pinpoint ball from the right channel which Miller pounced upon and drilled a slick, left-footed finish past Neil Alexander and into the bottom left corner.
The Baggies looked to instantly build on their advantage and when a cross by Brunt found James Morrison it looked like two, but the midfielder could not keep his shot below the bar.
Miller nearly grabbed a second 10 minutes before the break but his far-post header was directed straight into Alexander's waiting arms.
Ipswich came out for the second period with renewed optimism and had much the better of the early chances.
Top scorer Alan Lee sent a in curling drive from just outside the area only to see Kiely flick it around the post at the last moment.
The strike pairing of Lee and Counago were looking extremely lively, and Lee tested Kiely again in the 56th minute but the veteran keeper was on hand to take his effort with little trouble.
The visitors continued to pile on the pressure and were almost rewarded eight minutes later when Counago connected with David Wright's cross but fired his header against the post.
And unbelievably Lee squandered yet another chance moments later, sending a tame effort wide from just six yards out.
West Brom were riding their luck and withdrew Brunt mid way through the second half, allowing the more defensive-minded Richard Chaplow to shore things up in midfield.
Alex Bruce continued to cause the Baggies problems but he headed wide from Dan Harding's corner to add to Ipswich's woe.
And Teixeira began the final onslaught, firing home right-footed from Robinson's cross in the 87th minute.
And it was three minutes later when Teixeira turned provider, sending an inviting ball into the six-yard box, where Phillips was ready to pounce, sliding home with authority.
A four-goal margin was unfair on the visitors but when Robinson sent in another perfect delivery from the left, it was that man Phillips on hand yet again to power home.
Teams:
West Brom Kiely, Hoefkens, Barnett, Albrechtsen, Robinson, Morrison (Koren 61), Greening, Filipe Teixeira,Brunt (Chaplow 71), Phillips, Miller (Pele 80).
Subs Not Used: Beattie, MacDonald.
Booked: Barnett.
Goals: Miller 23, Filipe Teixeira 87, Phillips 89, 90.
Ipswich Alexander, Wright, De Vos, Bruce, Walters, Garvan, Miller, Legwinski (Peters 55), Harding, Counago (Clarke 75),Lee.
Subs Not Used: Supple, Casement, Roberts.
Booked: De Vos, Harding.
Att: 19,460
Ref: Jon Moss (W Yorkshire).