Richard Wright turned in an inspired performance, including saving a penalty, but couldn't prevent Town going down at promotion favourites West Brom.
The Blues' No.1 produced a string of saves to keep out the waves of attacks from Roberto Di Matteo's side while fellow England international Scott Carson watched on from the other end.
Wright kept out Chris Brunt twice with blocks from close range as well as denying Luke Moore and Chris Wood at full stretch. The 'keeper even managed to block Moore's penalty with his feet.
Albion bagged the points with goals in the first-half from Youssouf Mulumbu and Robert Koren as they showed their promotion credentials while Connor Wickham had Town's best chance, his left foot drive saved low down by Carson.
Town boss Roy Keane made four changes to the side that went down at home to Crystal Palace on Tuesday night. David Wright, Jon Stead, Owen Garvan and Tommy Smith all coming into the line-up, with Gareth McAuley and Tamas Priskin on the bench, Damien Delaney and Colin Healy not included in the 18.
Alex Bruce skippered the side and was immediately in the action, clearing at the near post from Brunt.
Koren hit the post with a header as Albion started very positively and the Baggies were ahead on 10 minutes, David Wright heading Wood's header off the line but Mulumbu rattled in the opener from 25 yards for his first goal for the Baggies.
Wright denied Brunt with a save at the near post after a flowing Albion move, while at the other end Wickham had Blues' best opening of the half, bursting on to Lee Martin's pass but his left foot shot was held by Carson.
Wickham sent a free-kick wide after Stead had been fouled on the edge of the box, but Albion continued to create the better chances and Wright denied Luke Moore and then Marek Cech from the rebound, although the offside flag appeared to be raised.
Wright saved well from Brunt again but seven minutes before the break Albion made it two, Koren showing great composure to take Wood's pass in his stride and round 'keeper Wright before putting the ball in the net.
Wright did enough to keep out Cech's strike, the Town 'keeper then having to come 40 yards off his line to clear from Wood before finishing the half with another save from Wood.
Town made two changes at the break, Alan Quinn on for Stead and Jack Colback handed his League debut with Garvan making way.
Blues went agonisingly close to reducing the arrears immediately after the restart, Quinn denied by Carson from close range, then Liam Trotter seeing his follow up shot beaten out by the Baggies' defence.
Jerome Thomas replaced the injured Brunt on 55 minutes, Wright keeping out Moore's effort as Albion broke at pace.
Carson had to be alert to keep out Walters' long range effort at full stretch, Colback volleying the resultant corner over the bar.
Wright did superbly again to deny Moore from eight yards, while his counterpart at the other end kept out a Pim Balkestein header, then saw the Dutchman head just wide from a corner.
Town made a third change with Priskin on for Wickham for the last 20 minutes, but seconds later Albion had a gilt edged chance to make it three, Smith bringing down Shaun Cummings inside the box, but Wright saved with his feet from Moore's spot-kick and Bruce threw himself in the way of the rebound to head clear.
Craig Beattie replaced Joe Mattock, the Scotland international immediately setting up Wood who fired into the sidenetting.
Borja Valero came on for the impressive Koren for the final minutes in Albion's last change and Moore was again denied by Wright just before the final whistle.
West Brom: Carson, Cummings, Martis, Olsson, Mattock (Beattie 76), Brunt (Thomas 55), Mulumbu, Koren (Valero 85), Cech, Moore, Wood. Subs not used: Kiely, Barnett, Reid, Cox.
Town: R.Wright, D.Wright, Bruce, Balkestein, Smith, Walters, Trotter, Garvan (Colback 46), Martin, Stead (Quinn 46), Wickham (Priskin 70). Subs not used: Lee-Barrett, McAuley, Counago, Upson.
Att: 19,319




















