JAY Rodriguez and Dwight Gayle both found the net to help secure a third successive Sky Bet Championship victory as Albion triumphed 3-2 at Preston North End.
Burnley-born frontman Rodriguez headed home Jake Livermore's cross shortly after the interval put the Baggies in front - his seventh goal of the season.
Andrew Hughes' free-kick levelled matters for North End but, just minutes later, Ben Davies' headed own goal from Craig Dawson's cross put Albion back in front.
Gayle then registered his sixth of the campaign with a superb 25-yard free-kick and, despite Alan Browne's injury-time consolation at the end of a five-goal thriller, Albion sealed all three points and their first league win at Deepdale since 1959.
In doing so, in front of 3,200 travelling Baggies supporters, Darren Moore's side stretched their unbeaten league sequence to five matches and made it 25 league goals to date - with strike partners Rodriguez and Gayle claiming 13 between them.
Next up for Albion is a midweek trip to Sheffield Wednesday before a home clash against Reading heading into the international break.
The visitors came close to breaking the deadlock in Lancashire as early as the seventh minute, North End goalkeeper Chris Maxwell pulling off a stunning save to keep out Kyle Bartley's header.
But it was the hosts who came closer still just five minutes later as Ryan Ledson thumped the base of a post after the Baggies had given away a needless corner.
Chances were coming at either end and Harvey Barnes was next to be denied by Maxwell before Dwight Gayle came within inches of a Barnes cross amid a lively opening.
Yet, as the first half progressed, both defences started to gain the upper hand and openings dried up, with only Barnes testing Maxwell just before the end of a goalless first period.
However, that all changed just three minutes after the restart as Rodriguez rose highest to head Livermore's right-wing cross into the far corner.
Brandon Barker sent a long-range effort narrowly wide for North End in response while Alan Browne saw penalty appeals waved away following a tussle with Bartley.
And it was the home side who struck to level matters in the 71st minute, Hughes with a low free-kick from 20 yards.
But parity remained for just two minutes as North End defender Davies sent a looping header over Maxwell as he attempted to clear Dawson's cross.
Gayle then got in on the act in the 88th minute as he curled home a delightful long-range free-kick despite the best efforts of Maxwell, with Browne heading home in the 96th minute to ensure just one goal separated the two sides at the finish.
ALBION: Johnstone, Dawson, Hegazi, Bartley, Mears, Livermore (c), Barry (Brunt 71), Gibbs, Barnes (Robson-Kanu 72), Rodriguez, Gayle (Field 90+2).
Subs: Myhill, Adarabioyo, Edwards, Hoolahan.